> "When a measure becomes a target, it ceases to be a good measure."
> This is one of the dangers, for instance, of getting to reliant on management-by-metric. Originally you create a metric to measure how well you’re achieving some goal. But over time, people forget about the goal and remember the metric—and do things that improve the metric, but in ways that don’t advance the original goal.
This is so true, and if one is not vigilant, its easy to get off track.
We've been working on a new service product  and running some ad campaigns. I find it interesting how easy it is to get wrapped up in the number of impressions and events generated while users navigate on the site.
I constantly have to work to stay focused on what we can do to get better at converting potential customers. That might include content related to our service - which may generate some traffic and conversions, or it might, for instance, be to write better ad copy that generates a better ratio of clicks:impressions than previous ads. I suspect we'll be bouncing around these two for a little while - but also adding other tests we can measure.
 Yukon Data Solutions ..its an analytics service thing.