Agree what a qualified opportunity means before comparing campaign performance.
A marketing report earns its place when it helps someone make a better decision. Reach, impressions and clicks can explain whether content is being seen. They do not, by themselves, establish whether a campaign attracts the right customers or creates profitable business. Start by agreeing the commercial question. Is the team trying to generate qualified enquiries, fill an underused service, improve repeat purchasing or support a launch?
Define a useful enquiry with the sales team. Depending on the business, that definition may include customer need, location, purchase timing or suitability for the product. Record the source when it can be established reliably and keep the same definitions across channels. If one team counts every message while another counts only accepted opportunities, a shared dashboard can look precise while comparing different things.
Follow opportunities beyond the first response. Review contact speed, quotation activity, conversion and the reason for lost business. Bring marketing and sales together to discuss a sample of real enquiries. A campaign may be attracting the wrong audience, but a slow response or unclear offer can produce a similar result. The corrective action depends on understanding where the problem occurs, rather than assigning responsibility from a headline number.
Compare costs and outcomes over a suitable period, while acknowledging gaps in attribution. Long sales cycles, returning customers and several influences on a decision make simple explanations unreliable. Keep a short dashboard, define the next action for each important measure and remove metrics that do not inform a decision. The report should make the next investment easier to judge and the next experiment easier to evaluate.