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Marketing Dashboards Overlook Revenue Metrics, Alisira OÜ Says
Most marketing dashboards show activity but not revenue contribution, Alisira OÜ found. Only 32% of marketers measure spending across both digital and traditional channels. The company urges a shift to decision-linked metrics.
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Marketing dashboards are filled with impressions, click volumes, and session counts. They rarely answer whether a campaign is driving revenue, according to a review by Alisira OÜ. The company published findings on why most measurement setups fail to surface the numbers that budget owners actually need.
Alisira said the problem is not a lack of data. Modern platforms can collect enormous volumes. The gap is between what gets displayed and what a team genuinely decides to act on. Activity metrics are easy to pull. Revenue contribution by channel, especially when multiple touchpoints and delayed purchases are involved, takes more effort. That is the piece most often left out of the weekly report. It is also the piece leadership cares about when the conversation turns to resource allocation.