Measure what moves your business.

A useful report helps a team make a decision. It shows what happened, what it means and what should change next.

Reach, clicks and engagement can help explain a campaign. They need context: the objective, the audience, the spend and the action being measured.

For a sales campaign, conversion and acquisition measures may be more useful than a large impression count. For a brand campaign, the right measures will look different. Agree on the question before selecting the metrics.

Keep agency fees, production costs and media spend visible as separate inputs. A clear view of the economics makes the campaign easier to assess.