Metrics are shallow when…

Metrics are considered shallow when they are too zoomed out because they lack the necessary detail to provide actionable insights. While they might show overall trends, they don't explain why those trends are occurring or what specific actions can be taken. For example, knowing your overall website traffic increased is less useful than knowing which specific channels drove that increase. "They are not relevant to the question at hand" describes irrelevant metrics, not necessarily shallow ones. "They look too good to be true" suggests data integrity issues or misinterpretation, not inherent shallowness. "They are low numbers" is incorrect; low numbers can be incredibly insightful depending on the context.