Digital AdAge

31/08/2026

24/08/2026

Most marketing reports measure activity, not return.

Reach went up. Followers went up. Revenue didn't move. Every business owner who has hired an agency knows this feeling and very few say it out loud, because the numbers on the slide are technically true.

The failure is upstream of the content. Cost per lead and lead-to-customer value have to be instrumented before the campaign runs — attempt it afterwards and you're doing archaeology on your own spend.

One question fixes the next review: what did a lead cost, and what did it become?

Marketing should make money. Everything else is decoration.



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