Not always.
Dmitry Nekrasov made a cheat sheet for metrics that sound good, but actually mislead.
– Some hide problems.
– Some look fine, but slow you down.
– Some give you zero actionable signal.
Here’s what you’ll find inside:
→ Metrics that create false confidence
(like ROAS or blended CAC)
→ Metrics that seem useful, but lack context
(like CR or returning users)
→ Metrics that don’t lie, but are easy to read wrong
(like bounce rate or open rate)
→ What to use instead
(better metrics that show real performance)
Most dashboards and reports are full of these traps.
This cheat sheet helps you avoid them.
📌 Save this, send to your team
…and never fall for “looks good” again!
