Know what's working
What happened, what it means, and where to next.
What you receive
- 01Tracking you can trust, checked rather than assumed.Every form and enquiry counted once, and only once.
- 02A monthly report written to be read, not decoded.Three or four numbers, a short read, and the decision they point to.
- 03One view across search, ads and the website.The same numbers in one place, not four dashboards.
- 04The recommendations to act on, including the months that do not go your way.Told straight, even when the answer is to stop something.
You have numbers, but no clear decision.
- A report arrives every month and you still couldn't say what to do about it.
- Two tools give two different numbers and nobody can explain the gap.
- Nobody agreed what counts as a lead, so everything counts.
- The dashboard is full and the next decision is still unclear.
Most businesses do not have a data problem.
They have a which-numbers-matter problem.
Agree the three or four numbers that move your business, record them properly, and the monthly question becomes "right, what do we do". The hard part is settling what a good month looks like before the month starts, rather than arguing about it afterwards.
Once that is settled, a report stops being something to file and becomes something to act on: what happened, what it means, and the one decision it asks of you.
What I actually do.
- Check your analytics and tracking, and fix what isn't recording properly.
- Agree what counts as an enquiry, so one number means one thing.
- Pull the channels into one view instead of four separate stories.
- Write up what happened and what I'd do about it, in plain English.
See what you actually get.
The format, at a glance. A fictional sample of the monthly report you would receive.
- The verdict first, in one line.
- The three or four numbers we agreed matter, and the trend behind them.
- What it means, what I am doing next, and the one thing I need from you.
The monthly report
The month's verdict
A steady month, with one clear lead to follow.
- Website visits
- 1,284
- Enquiries
- 9
- Cost per enquiry
- $38
- 01What happened
- Enquiries up by two, and the cost of each one down.
- 02What it means
- The services page is doing the closing. The home page is not.
- 03What I'm doing next
- Point the ads and the menu at the two pages that bring in the work.
- 04What I need from you
- Your OK on the new services page headings.
Answers before we talk.
Do I need new software for this?
Almost never. I would rather get the tools you already have recording properly than add another subscription.
Can you fix tracking someone else set up?
Yes, and that is often the first job. A report is only worth having if the numbers underneath it are right.
Is this only useful if you run my other marketing?
No. Reporting stands on its own. Wanting a clear read on work someone else is doing is a fair thing to ask for.
Do you use AI to write it?
AI drafts the summary from the numbers. I check the figures underneath before it goes anywhere, and if the data is thin I will say so rather than dress it up.
Want my honest take?
Send your website and what's bothering you. I'll tell you what I'd fix first.