What it does
Before optimisation comes verification. Most reporting problems are not model problems, they are definition and hygiene problems, and they are fixable in weeks.
Qualified conversations, opportunities and revenue against one constant definition, not impressions and sessions.
Against your own trailing performance and against the observable behaviour of the companies you lose deals to.
Causes with evidence attached: the page, the date, the change, the quote. Not observations restated as explanations.
A short ordered list of actions, each one traceable to a finding.
Deliverables
Scope varies by business, because the questions worth answering vary by business. These six are near universal.
Every metric defined precisely enough for two people to compute it identically: what counts as a lead, what counts as qualified, which revenue basis, which window. Changes are dated and noted rather than applied silently.
Raw submissions deduplicated on contact identity, filtered for automated and internal traffic, and classified against the written standard. You see the gap between the cleaned series and what was previously reported.
Cost per qualified conversation, cost per opportunity, and revenue per channel, with the full cost basis including fees and production rather than media spend alone.
Figures tied back to the CRM and accounting system rather than to platform self-reported conversions, so marketing numbers survive a finance review.
Scoped per build
The percentage of conversions that could not be tied to a source, reported openly. A model that explains everything is either exceptionally instrumented or assigning credit by rule.
Each recommendation attached to the evidence that motivated it, ordered by expected effect, and scoped small enough to start this month.
The hygiene pass
In our experience the direction of a trend usually survives this audit. The magnitude rarely does, and magnitude is what budgets are set on.
However beautiful the strategy, you should occasionally look at the results.
What gets measured gets managed, even when it is pointless to measure and manage it, and even if it harms the purpose of the organisation to do so.
Request a quote
Send the short form and you can book the follow up call immediately. Every engagement is custom scoped, so nothing is quoted before we understand what you sell and what you cannot currently see.
A confirmation is on its way to the address you gave us. If it is not there in a few minutes, check spam and then email us directly.
What happens next. A human reads it and looks at your site and your market before replying, then comes back within one business day. If we are not the right fit we will say so and tell you why.
One conversation, no obligation: what you sell, who you lose deals to, and what you cannot currently see. If a build is a fit, it is scoped and quoted from there. There is no signup and no self-serve tier.
No prices on this site. Every engagement is scoped and quoted after the first meeting.
Ask the analyst
Same evidence rules as the service
Ask me anything about Ultimate Analytics. I run under the same rules as the product: I will tell you what is true, I will tell you what is not built yet, and I will not quote you a price, because every engagement is quoted after a conversation.
Answers come from what this site publishes, nothing else. It will not quote a price, because there is not one to quote. Talk to a person.