Most agency reporting is performative — vanity rankings, traffic graphs, “impressions”. We measure outcomes: AI citations, sentiment, salience, conversion paths. The metrics that connect to whether the business is actually growing.
The right metrics depend on the goal. We start with what business outcome the marketing is meant to produce, then work backwards to what to track. Metrics that don’t connect to a business outcome — impressions, vanity rankings, social follower counts — we don’t lead with.
If a metric doesn’t connect to your business growing, we don’t feature it. The reporting is structured around the question that matters: is this working, and what should we do next?
Talk to us about what you’re measuring now and whether those numbers are connected to anything real.