Ruler Analytics

Different funnel stages need different metrics.

Measuring awareness by leads generated isn’t the right lens, it’s built for something else entirely.

What to measure instead:
→ Impressions (is reach growing)
→ Content engagement
→ Remarketing pool size
→ Branded and direct search

Then for consideration, layer in your traditional metrics.

And to connect it all → journey measurement, impression modelling, and incrementality testing.

So you can see how earlier activity contributes to later conversions, not just last-click.

Results follow a recognisable pattern:
→ Reach grows
→ Retargeting pools expand
→ Branded search rises
→ Direct traffic builds

Then leads, efficiency and business outcomes follow.

It takes patience. But with leading indicators alongside conversion metrics, you can see it working before the pipeline catches up.

📌 Link in the comments on how to build a measurement framework

Not every ad gets clicked, but that doesn’t mean it has no impact.

A customer might see your social ad, then later search for your brand and convert. Traditional tracking often misses this first impression.

Impression modelling uses probabilistic machine learning to estimate the value of ads that are seen but not clicked, linking impressions to eventual conversions.

The result? A clearer view of your full marketing impact:

→ Give credit to campaigns that build awareness
→ Value brand and display campaigns alongside lower-funnel clicks
→ Capture the real customer journey, which often starts with that first impression

Stop undervaluing your brand-building efforts. Measure the influence of every impression and uncover your campaigns’ true impact 📈