Measurement begins with the job the activity was expected to perform. Awareness cannot be judged only by immediate sales, while a sales campaign cannot be defended by reach and engagement alone.
Awareness layer
Review effective reach, frequency, video viewing, branded search, and reach within the intended audience. Repeated impressions to the same people do not automatically equal awareness growth.
Consideration layer
Review qualified clicks, landing-page sessions, engagement, service or product views, and returning visits. CTR helps explain ad response but does not prove page or lead quality.
Conversion layer
Review enquiries, registrations, bookings, or sales, then verify that they are valid.
Conversion rate = conversions ÷ qualified visits or opportunities × 100
Business layer
Connect lead cost with qualified leads, meetings, closed business, value, and margin.
CPA = advertising cost ÷ approved conversions ROAS = attributed revenue ÷ advertising spend
ROAS is not profit because it does not deduct product, operating, cancellation, or return costs.
Operational layer
First-response time, contact rate, and disqualification reasons are marketing evidence too. A campaign can create demand that operations later lose.
Sources: Google Analytics — Attribution, Google Analytics — Attribution Paths, LinkedIn — Conversion Tracking
