Most marketers measure what's easy — not what matters.
Impressions = easy
Clicks = easy
"Engagement" = easy
Revenue = hard. So they skip it.
Ask your marketing person this one question:
"What percentage of your reported metrics actually impact our bottom line?"
If they hesitate longer than 3 seconds — they don't know.
Here's what actually works:
Track one metric that pays the bills (sales, signups, demos)
Kill anything that doesn't move that number
Report only revenue, cost, and ROI — nothing else
A real example: Client spent $12k/month on marketing. Their report showed 50k impressions. What it didn't show? Zero sales from social ads in 4 months.
We cut the fluff. Revenue from marketing grew 31% in 90 days.
Go look at your last marketing report. If it doesn't have a dollar figure next to every major metric — it's not a report. It's a bedtime story.
Ask the question. If they can't answer, start interviewing replacements.
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