The metrics that mislead, taken apart one by one, and the dashboard that would actually predict growth Marketing has never had more data and never made worse decisions. This is the forensic version of the argument: last-click attribution overstating paid search by up to 190%. ROAS on branded search claiming credit for demand the brand created. Impressions counted, feelings ignored. And the multiplier nobody budgets for: combined brand-and-performance approaches delivering a median 90% revenue uplift. Your dashboard isn't measuring your marketing, it's laundering it. The rebuild: intent signals, share of search, brand-adjusted CAC, and metrics that give brand credit for opening doors and performance credit for closing them. LinkedIn lead: Your dashboard isn't measuring your marketing. It's laundering it.