When I opened Blogger the other morning I saw that the Hiccupps all-time page view counter had ticked up to exactly 500000. My initial feeling was pleasure. Ooh! A milestone! Half a million views! Get me ! But that was fleeting. As with many metrics, today's value is almost the least engaging aspect. What's more interesting is what the number represents, what it is desired that it should represent, and how closely those two concepts align on axes that matter. Also interesting: who wanted this metric (and there may be multiple interested parties) and whether they still want it, what assumptions are being made about it, what values (or milestones) matter, what it is being plugged into, and what decisions are made using it. That's not all, of course, because one sample is just one sample. More interesting is where it sits in context to others, if and how it is trending, and whether it correlates with relevant related metrics over the same period. I could go on. I don't ...