Impact Report / Results
This is the first quarter with a reconciled ledger and a graded Board. Period over period comparison starts next quarter. Where movement is shown below it is month over month inside this period, not against a prior quarter.
Reached through to qualified, with the honest stop where HubSpot deal stages aren't populated yet. Bars are scaled to companies reached.
n/a means the HubSpot deal stage is not yet populated, not a measured zero. The CRM is connected through DemandSense; revenue reporting begins the moment deal stages are filled in.
| Measure | Mar | Apr | May | Jun | Jul | Read |
|---|---|---|---|---|---|---|
| CTR | 4.44% | 3.55% | 2.81% | 2.09% | 1.30% | Frequency climbing on a partial slice, not creative fatigue |
| CPC | $2.36 | $3.99 | $3.65 | $5.14 | $6.43 | Up 172% as the reachable core saturates |
| Leads | 0 | 0 | 10 | 4 | 4 | Lead form launched 4 May. The pop is a new offer, then decay |
| Enterprise in top 30 accounts | - | - | - | 18 | 0 | Exclusions landed. Quality up, volume down |
The July collapse in enterprise engagement is deliberate and good. The CTR and CPC curves are the cost of it, plus genuine saturation on a pool reached at 7.5x.
Penetration of each pool. Bars show the share reached; the tag shows reached against pool size.
Penetration falls as pool size rises — the LinkedIn inventory ceiling, and the whole case for Meta. The 20,000-strong newsletter has never been uploaded, so it sits at 0% reached.