My client's one comment about 'engagement' made me question my whole strategy

So last Tuesday I'm on a call with a client, a small bakery in Austin. We've been running their Instagram for about 4 months, boosting posts, doing the whole hashtag thing. I'm showing them our reach numbers, they're up like 40% from last quarter. I felt good. Then the owner, this older woman who's been running the place since 1998, just goes, 'But are people actually coming in and buying something because of these posts?' And I froze. I had no real answer. I had all these vanity metrics but nothing tying to actual foot traffic or sales. Started digging into their promo codes and UTM links after that call. Turns out only maybe 3% of our engagement actually converted to a visit. I felt like I'd been playing a game that didn't matter. Has anyone else had a client hit you with a question that totally exposed what you were measuring? How did you fix your reporting after that?

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jakewhite19d ago

That bakery owner asked the exact same question every restaurant in America should be asking before they spend a dime online.