Ask Should marketing be judged month to month or does it take much longer to see what is genuinely working?

[Meridian]

Looking at results every month can help track progress, but marketing often needs more time before clear patterns appear. Some content may bring little attention at first and then perform much better later. People also need time to learn about a brand before making a decision. Judging success too quickly can lead to stopping good ideas before they have a chance to work. Do you think marketing results should be measured over several months rather than one month at a time?