Don't ship vanity metrics

If my campaign sourced meaningful revenue, I report on revenue
If my campaign didn’t drive revenue, I report on pipeline
If my campaign didn’t drive pipeline, I report on SQOs
If my campaign didn’t drive SQOs, I report on SQLs
If my campaign didn’t drive SQLs, I report on leads
If my campaign didn’t drive leads, I report on impressions
If my campaign didn’t drive impressions, I report positive anecdotes
If a campaign has no positive indicators, I share a nice picture of the campaign creative