Marketing channels are difficult to compare when each one reports a different idea of success.
A social platform may highlight engagement, an ad account may optimize for clicks and an SEO report may focus on rankings. Those metrics can be useful, but the business also needs shared outcomes.
Start by defining the meaningful actions: qualified lead, booked call, purchase, project request, subscription or another business event. Then make sure the website can measure those actions consistently.
Campaign parameters, analytics events and conversion definitions should be documented so reports use the same language. This does not make attribution perfect, but it reduces obvious confusion.
Once the measurement layer is stable, channel metrics become easier to interpret. A campaign with fewer clicks may still be better if it produces more qualified opportunities.
The objective is not to collect every possible metric. It is to connect channel activity with business decisions.