EAG Insights
Reports don’t prove advertising ROI
Activity ≠ outcome. Most reports describe — they don’t prove.
Most agency reports prove that money was spent. Few prove that money worked.
What real ROI proof requires
Closed-loop tracking from impression to revenue, control audiences where possible, and a frank conversation about what’s causal versus correlated.
Where most reporting fails
Channel-by-channel attribution treated as additive, ignoring overlap and substitution. The numbers always look better in silos.
Better practice
Pre-defined KPIs, plain-English narrative, and explicit attribution model — even if imperfect.