Are We Measuring the Wrong Things in Marketing?

I might be wrong here, but I feel like we’ve become obsessed with dashboards. CTR. CPM. ROAS. Attribution windows. But when was the last time someone measured trust?

I work in a media company, and I’ve noticed something strange. Campaigns that combine physical visibility (transit, billboards, cinema, activations) often improve digital performance even when the offline media isn’t directly trackable. It makes me think:

Are we undervaluing what can’t be perfectly measured?

Has performance marketing made us blind to brand-building again?

Curious how others are balancing measurable vs meaningful in this era.