Audience demographics. That’s the metric I wish the industry would kick to the curb.
Demographics are usually the least helpful way to understand an audience. Unless you sell a product (or service) targeted by a demographic.
If you sell hair products for an afro or jewfro (ie; me) — demographics matter. If you sell menopause products, demographics matter. If you target customers in a small local region, demographics matter.
But for most folks selling online, demographics are useless. Psychographics are a more effective path to understanding the who/how/where of traffic generation and customer acquisition.