Campaigns are still sold on a percentage shown in a screenshot. The trouble is that the number adds up things that have nothing in common: a considered comment and an emoji from an automated account count the same.
What we look at instead: how much of the audience returns from one post to the next, watch time on longer formats, and the ratio of comments to shares. An account that is widely shared but rarely commented on is not selling the same thing as one that is heavily commented but rarely shared.
None of these fits in a single cell of a spreadsheet. That is exactly why they are useful.
