SPEND
What was invested?
Keep client media spend distinct from setup, creative and management fees.
GROW GUIDE
Campaign reports need
business context.
Clicks and impressions describe activity. Useful reporting also connects spend to the actions the campaign was designed to produce.
ACTION
What happened?
Track the defined useful action, such as an enquiry or purchase, where measurement is appropriate.
DECISION
What changes next?
Use evidence to decide what to test, stop or investigate rather than treating every metric as a target.
GROW