Read the funnel, not just the feed
Merlin’s funnel uses available data for reach, visits, contacts, registrations, activation, purchases and gross payments. Which steps are available depends on connected sources and implementation. A missing value is not reported as zero.
Keep attribution honest
A registration after a post is not automatically a registration caused by that post. Tagged links and captured attribution data improve the connection, but the workflow must still describe gaps and uncertainty.
Reach added across posts is not a count of unique people. Gross payments are not profit. A small sample cannot support a strong claim about a change in conversion rate.
Find the next useful question
If people see a campaign but few visit the site, review the message and next step. If visits arrive but few people register, inspect the destination and offer. If a stage cannot be measured, fix the measurement before declaring success or failure.
Use one clear question for a review. A long dashboard is less useful than a specific decision supported by evidence.