The question analytics has to answer

Most marketing reports answer questions nobody asked. Impressions, reach, followers, page views. These are activity, not results, and an agency reporting only these is usually reporting them because the other numbers are worse.

The real question is simple: did the money produce more business than it cost? Everything useful follows from that.

Three numbers you need before any tool.

Cost per acquisition. Total spend divided by customers acquired. Not leads, not clicks, customers.

Customer lifetime value. What a customer is worth over the whole relationship, not on the first order. A business where people buy four times a year can pay far more to acquire one than a business where they buy once, and this single number changes what you can afford.

Margin. What is left after costs. A customer acquired for Rs 500 on a product with Rs 300 of margin is a loss, however good the campaign looked.

Most small businesses in Pakistan have never calculated any of these, which means every decision about advertising is being made on impressions.

Vanity metrics are not worthless, they are just not results. Reach matters for awareness, followers matter for a channel's future. They should never appear in a report without the numbers that decide whether to continue.

Start by writing down what a success would look like, in numbers, before you spend anything. Without that, every result can be presented as a success.