Vanity metrics are seductive. Impressions go up, traffic climbs, the chart looks great — and revenue does not move. The problem is measuring activity instead of outcome.
Anchor every campaign to revenue
Performance marketing starts from the result and works backwards: which spend produced which leads, which leads became revenue, and what it cost to acquire each one. Everything else is context.
- Track the full path from click to closed revenue.
- Optimise for cost per acquisition, not cost per click.
- Kill what does not convert, fast, and reinvest in what does.
Attribution makes it real
Without attribution you are guessing. With it, marketing becomes an investment with a return you can actually defend in a budget meeting.