Reach is the number agencies reach for when the campaign didn't work. It's always up and to the right, it always sounds impressive in a recap, and it almost never tells you whether you grew the business.
You can buy a billion impressions tomorrow. None of them have to mean anything.
The metric that flatters everyone
Impressions reward the wrong behavior. They go up when you spend more, target broader, and chase cheap inventory — the exact opposite of what good media does. A campaign optimized for reach is optimized to look busy.
Measure what moves revenue
We grade campaigns on conversions, ROAS, and incrementality — the numbers that survive a CFO's questions. If a metric can't be traced to a dollar of revenue, it doesn't belong in the headline of a report. It belongs in the appendix, if anywhere.
Vanity metrics aren't harmless. They quietly redirect budget toward the things that are easy to grow instead of the things that matter.
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