EAG Insights
How to know if your media plan is actually working
Activity is not the same as outcome. Here are the signals that prove a plan is working.
Most media reports describe activity. Few prove outcomes. The difference matters when six or seven figures are in market.
1. Cost per qualified outcome is trending right
Not cost per click. Not cost per impression. Cost per the action that matters to your business — qualified inquiry, scheduled appointment, signed contract.
2. Channels have defined roles
Each channel should have a clear job: reach, response, or close. Plans without role clarity tend to overlap and waste.
3. Optimization happens on signal, not anecdote
Weight should shift because the data says so, not because a sales rep called.
4. Reports are written in plain English
If a CFO can’t read the report, it’s not a report. It’s a screenshot.
5. The plan would survive a Visibility Review
If a senior outside strategist can’t find waste in two weeks, the plan is in good shape.
Want a no-cost Visibility Review? Request one and a senior EAG strategist will walk through your plan.