Don't count everything
I recently read somewhere -
Not everything that can be counted counts, and not everything that counts can be counted.
My first, honest thought was to paste this on top of the KPI sheet we maintain for our clients. There's often a lot of fuss about vanity metrics like impressions and likes which may or may not translate to anything meaningful for the business. Instead, businesses should think about how they can extend themselves to help potential clients, what they can do to help the ecosystem as a whole and then convert that into a funnel for business. Give, and you will get.
Doing what everyone else is doing can only take you as far as the average goes.