Insights
Measurement
Lead counting, attribution and cost per lead. The definitions that quietly decide whether a month looks good.
95% of your market is not buying today. Measure accordingly
If most of your market is out of market at any moment, then a measurement system that only counts people raising their hand is describing a small and unrepresentative slice of the thing you care about.
ReadThe sales solicitation problem, and why the excluded count belongs on the page
Every business with a public phone number receives vendor pitches through the same channels as real enquiries. Excluding them is obvious. Showing how many you excluded is the part almost nobody does.
ReadBlended ad spend hides the exact thing you are comparing
A monthly average spread evenly across days is fine until you compare two date ranges, which is the only reason anybody looks at spend. Range-aware spend costs more to compute and is the only version that survives a question.
ReadFirst touch or last touch: which channel actually brought them in
Last-touch attribution is the default nearly everywhere, and it systematically rewards the channel that was already going to close while starving the one that created the demand. Here is how that plays out over a budget cycle.
ReadA lead is a person, not a touch
Deduplication removes roughly 30% of raw contacts in live marketing data. Here is exactly where that third comes from, why it is not a tracking bug, and what a defensible lead definition looks like.
ReadThe three numbers in your marketing report that are usually wrong
Lead count, cost per lead and channel credit go wrong in almost every marketing report, without anybody lying. All three fail the same way, and all three fail in the direction that flatters whoever produced the report.
Read Find out what your marketing
is actually achieving.
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