Metrics should be used critically and should not replace the informed judgement of peers. It is important to combine a variety of metrics with qualitative evidence to demonstrate research value and impact. Evidence can take many forms and is highly dependent on discipline and individual research projects.
To learn more about responsible use of metrics, visit the Leiden Manifesto for Research Metrics which outlines ten principles to guide research evaluation. The San Francisco Declaration on Research Assessment outlines similar issues to keep in mind when using research metrics.
Scival is one of our providers of research metrics. They share ten principles for the responsible use of metrics.