Delivery and measurement
Connect activity with customer quality
A marketing report should distinguish delivery activity from business outcomes. Advertising impressions, website visits and engagement can help diagnose a campaign, but they do not automatically represent suitable customers. Define what happens after the initial click or inquiry and which information the business can record consistently.
Use an agreed baseline and keep material changes visible: offers, budgets, audiences, landing pages and measurement settings. Attribution has limits, especially across devices, channels and longer buying journeys. Decisions should combine the available campaign evidence with sales feedback rather than treat one platform dashboard as a complete account of revenue.
Establish the starting point
Share the main business question, recent campaign results and how leads progress through sales. Include existing commitments that limit changes. Record the existing condition before changes so later reviews have a meaningful reference.
Approve the specific work
Advice cannot remove every uncertainty before a campaign runs. Agree which assumptions need a controlled test and who owns the follow-up work. A proposal should make exclusions and dependencies as visible as the included tasks.
Review the agreed deliverables
A commercial review, channel assessment and decision-focused action plan can clarify what to continue, stop or investigate further. Keep a record of the work accepted, any issues left open and the next decision required.