All notes
Marketing·8 July 2026·1 min read
When the report and the CRM disagree
An ad account can report a win the pipeline cannot find. The first week of a growth engagement is an audit, not a new banner.
Clicks are not a customer. If the landing page disagrees with the ad, and the browser drops the conversion, the report and the CRM tell two stories in the same meeting.
Server-side events, one definition of a lead, and a page that repeats the offer are the work. Spend scales only after the ledger recognizes the person.
Across selected accounts the return sits at 4.8x, and acquisition cost is down after the pages and the negative keywords were pruned.
