Citation counts, and metrics built thereupon, have transformed how many colleges and universities evaluate the scholarly output of their faculty. Journal impact factors and scholar-level h-indices, among many other metrics, now appear in promotion, renewal, and tenure decisions as well as award and grant deliberations. Correctly using these seemingly objective measures of scholarly performance requires more tact and skill than many administrators and faculty realize. Moreover, the dizzying array of research evaluation metrics can befuddle even the most earnest of research evaluators. This paper concisely reviews twelve key considerations based on abridged theory and frontline bibliometric application. The intended audience is non-expert faculty and administrators that seek basic bibliometric guidance as they move into research evaluation roles.