A CMO report should connect social activity with a defined audience and decision, while keeping platform delivery measures separate from evidence of understanding or commercial progress.
Ryanair’s social voice is useful because it is recognisable in the context of its offer; another brand should understand that fit before borrowing the irreverence.
A useful acquisition scenario follows an order beyond checkout, including refunds, fulfilment and payment costs, so the advertising budget rests on retained contribution rather than initial sales.
A stronger revenue-to-ad-spend ratio can conceal weaker margins, heavier discounting or a less valuable customer mix; reconcile the advertising number with contribution before celebrating.
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