Stop measuring impressions. Measure cost per qualified lead.

Marketing reports we inherit tend to lead with reach, engagement and click-through. None of those survive a conversation with a finance director, because none of them convert into a number that can be compared against revenue.

Wire the tracking to the outcome

Conversion events should fire on the thing you want — a qualified form submission, a booked call — and they should fire server-side so an ad blocker does not silently delete a third of your data.

Then prune ruthlessly

Once cost per qualified lead is visible per campaign, the decision usually makes itself. In most accounts we audit, a minority of campaigns produce nearly all of the qualified pipeline.