A customer may discover a brand in a video, research it on Google, ask an AI tool for comparisons, read a review, and purchase days later from an email. If analytics credit only the last click, much of the marketing work disappears from the report.
In 2026, it makes sense to combine attention, intent, and business metrics. Useful reach, saves, branded searches, subscriptions, assisted leads, and sales tell a more complete story. The goal is not to measure everything. It is to understand which signals show that someone is moving toward a decision.
Practical takeaways:
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Define metrics for discovery, consideration, and conversion.
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Compare campaigns with leads and sales, not engagement alone.
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Watch weekly and monthly patterns instead of reacting to one post.
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