Campaign reports tend to be long and colorful. They include reach, impressions, clicks and follower growth. At the end of the meeting, nobody knows whether to raise or lower the budget.
The three numbers
That decision needs only three figures. How much was invested. How many real opportunities came in: people who asked for a price, not people who clicked “like”. And how many of those turned into a sale, and for how much.
A business that doesn’t measure isn’t investing. It’s betting.
Closing the loop
The first two numbers come from the platform. The third one lives with the sales team, in their system or in their notebook. Joining those two sources is the technical part of the work, and it’s the part that almost never gets done.
When it does, the monthly meeting changes tone: it ends in a decision, not an opinion.