Why it matters
A site only earns its keep when it moves people to act. Open Graph is part of turning attention into outcomes, connecting what a visitor wants with what the business needs. Without it, traffic is just a number on a dashboard.
In practice
In practice we tie Open Graph to a goal we can measure, then let evidence settle the debates. We instrument it cleanly, watch how real visitors behave, and change one thing at a time so we always know what made the difference.