How to pick metrics that make or break your experiments (including do's and don'ts)

Choosing the right metrics is crucial for the success of experiments, as the wrong ones can mislead results and derail entire strategies. The process begins with a clear hypothesis, tying primary metrics to immediate impacts and broader business goals, as misaligned metrics can be detrimental. Beyond primary metrics, it's essential to consider secondary and counter-metrics to understand underlying drivers and prevent blind decision-making. Before concluding, a sanity check ensures the chosen metrics are sensible and aligned with goals. The guidance emphasizes focus, anticipating negative consequences, and the importance of secondary metrics for comprehensive insights, while cautioning against sticking with irrelevant business metrics and overcomplicating analysis.