If you run an eCom brand, your investors may put a tremendous amount of pressure behind this one KPI:

Website traffic.

But if you give into the pressure and pump that traffic up via ad spend, you may be hurting your business.

I’ve said it before:

Getting a small batch of high-intent buyers onto your website is much better than attracting boatloads of mildly curious people who will never buy from you.

And wowing investors with website analytics often means running traffic campaigns that distract from the primary goal:

Making money.

99% of brands should ONLY be running purchase campaigns.

And if you run a traffic campaign, you are spending good money to pump a vanity statistic that has no real world impact on your business.

Unprofitable behavior (no matter what your investors say).