Marketing attached to something that converts
Campaigns, email and conversion work — run against a site built to receive the traffic rather than waste it.
Traffic to a site that cannot convert is a bill, not a strategy
Spending to send people to a page that loads slowly, does not say what the business does in the first screen, or makes contact awkward is the most common way small businesses lose money on marketing. The spend is visible; the leak is not.
Because the site and the marketing are handled in the same place, the page can be fixed rather than worked around — which is usually cheaper than buying more traffic to compensate for it.
Measured against enquiries, not impressions
Impressions and follower counts are easy to report and rarely correlate with revenue. The number that matters to a small business is how many real enquiries arrived and where they came from.
That is what gets tracked, and it is what gets reported — including when the honest answer is that a channel is not working and should be stopped.