- Impressions and followers describe reach, not whether spend is working
- Even basic attribution beats no attribution at all
- Account for your sales cycle length before judging a campaign too early
- Compare channels on cost per qualified lead, not cost per click
Vanity metrics vs business metrics
Impressions and follower counts describe reach, not results — cost per lead, cost per acquisition and customer lifetime value describe whether the spend is actually working.
Setting up attribution
Even simple tracking — a dedicated phone number, a unique landing page, or a 'how did you hear about us' field — beats having no attribution at all.
Accounting for lag time
B2B sales cycles can run months from first touch to signed contract — judging a campaign's ROI too early can wrongly kill something that was working.
Comparing channels fairly
Compare channels on cost per qualified lead, not cost per click — a channel with expensive clicks but highly qualified leads can easily outperform a cheap, low-quality one.
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