Diagnostic
Four weeks to find out what your spend returns, and what to fix first.
Why start here
Platforms report their own results, and those numbers rarely match the sales and leads in your own systems. We check one against the other, review your channels and agency set-up, and look at how campaign decisions get approved.
How the four weeks run
| Week | Focus | What happens |
|---|---|---|
| Week 1 | Documents and kick-off | You share strategy and annual plans, targets, agency reports, media plans, dashboards and board packs. We agree access and introductions. |
| Week 2 | Channels and data | We review channels and data, and talk to your marketing team and agency. Quick wins reach you by the end of this week. |
| Week 3 | Leads and governance | We follow leads through to sales, and look at who approves what. |
| Week 4 | Report and readout | You get the written report and a presentation session, and we plan what happens next. |
From week two there's a 30-minute check-in every Friday and a short written update.
What we need from you
Documents, access approvals, introductions to your team and agency, and a kick-off slot in week one.
What your spend returns, and what to fix first.
Platform check
| Check | Sales |
|---|---|
| Claimed by your platforms, added together | 2 840 |
| Recorded in your own system, from all sources | 1 410 |
| Platforms claim | 2.0× the sales that happened |
Each platform counts the same customer, so the claims overlap. This shows how far the reports can be trusted, but it can't say which channel did the work.
| Channel | Claimed by the platform | Evidence so far | Status |
|---|---|---|---|
| Paid search | 1 240 | Platform reporting only | Tracked but not tested |
| Paid social | 980 | One region test, within normal variation | Not proven yet |
| Display | 620 | Platform reporting only | Tracked but not tested |
| Radio | None reported | No tracking in place | Not measured |
- Remove the duplicate conversion event in paid social.
- Add the campaign ID to every lead, so sales can be joined to campaigns.
- Run a region test on your largest untested channel before the next budget round.
These numbers are made up to show the format. They aren't a typical result.
Where this comes up
When the board asks for the numbers, have the answer.
Tell us where it hurts: the budget conversation, the agency relationship, or numbers nobody trusts. We'll suggest where to start.
TALK TO NEIL →