The budget keeps going out
It is being spent every week, across channels nobody can tell apart afterwards.
Analytics and reporting
Know what is working, in two minutes a week.
Tracking wired properly, one page that answers the question, and a written update each week in plain words.
Quoted after one conversation, and agreed in writing before anything is wired.
Calls counted, not guessedOne written update a weekWe report on our own work tooEvery account in your name
Four reasons the numbers never answer anything
None of it is about having no data. It is about having no answer.
Flying blindMoney goes into marketing and stories come back instead of an answer.
The report answers nothingCharts everywhere, and not one of them says whether you made money.
Calls are not countedMost local inquiries are phone calls, and most setups ignore them.
They grade their own workAn ads agency reporting on its own ads is not really reporting.
The part you already suspectSome of what you are shown was never measured at all, and nothing on the page marks which part.
What carries on happening while you decide
No figures, because we do not know yours. You will recognize all three anyway.
The phone keeps ringing
The call comes in, the job gets done, and nothing records what sent them.
The thing that works stays invisible
Whatever is quietly bringing you work gets the same attention as whatever is not.
The four questions a report has to answer
If a page of numbers cannot answer these four, it is decoration.
Called the number in the adAnswered
Filled in the form on the tile pageAnswered
Messaged after you had closedAnswered
Called the number on the map listingAnswered
One list, whichever way it arrived. A call and a form fill are the same thing to you, so they are the same thing on the page.
Google searchMost of them
Your map listingA good few
The adsSome
Typed your name inA handful
FacebookBarely any
Longer is more. We do not print a percentage next to it, because the decision you make is which of these to do more of.
What it costOn your invoice, to the centNothing estimated. You already have this half.
What it broughtInquiries, named one by oneCountable because each one carries where it came from.
Both halves in the same place is the whole trick. Almost every setup has the first half and guesses at the second.
The decision this week
Callers keep asking for a service the site does not list.
Write the page and put it in the menuWhat we would do
Leave it and keep answering on the phoneAlso fine, and cheaper
Nothing happens until you pick one.
Did anything actually come in?
One list of inquiries, whichever way they arrived — call, form or chat — each one named and each one answered.
What you get
One setup, then one written update a week, for as long as you want it.
Quoted after one conversationFlat monthly for the weekly rhythmAccounts and history in your name
Set up once, properlyWhere it starts
Site, calls, forms and chats, each counted once and counted right.
Calls counted like everything else
A separate number per channel, so a map call is not an ad call.
One page that answers the question
Inquiries, where they came from, and what they cost, in one place.
The weekly written update
What shipped, what came in, what needs you. Plain words, in your portal.
Where each inquiry came from
Call, form or chat, tagged with the thing that actually sent it.
An independent eye
We report on everyone's work, including our own, on the same page.
Alerts when something breaks
A form that stopped sending, a page that stopped loading. You hear it first.
It stays yours
Accounts, tags, tracking numbers and history, in your name from day one.
Three weeks, then every week after
You approve what gets measured before a line of it goes live.
01Week one
The measurement audit
What is tracked, what is missing, and what is quietly being counted twice.
02Week two
Wire it right
Tracking rebuilt end to end. You approve what gets measured before any of it goes live.
Your approval03Week three
The page goes live
One page that answers the four questions, and your own login to it.
04Every week after
The written update
The two-minute read, in the same plain words you would use yourself.
What actually gets made
Not a login. Four things that exist at the end, and stay in your name.
Written down, not summarized
The measurement audit
Every page, form and number written down, with what is missing marked.
Wired, then testedThe tracking itself
Wired once, end to end, and documented so somebody else could check it.
Calls countedA number for every channel
So a call from the map listing is not filed as a call from an ad.
Two minutesThe weekly written update
Three lines you can read standing in the aisle, on your own phone.
The half nobody puts on a website
Most of the work, none of the pictures, and where a measurement setup usually goes wrong.
Consent and privacy
The banner, the policy and the tags all behaving the way the banner says they do.
The same inquiry twice
Somebody who calls and then fills the form is one inquiry, not two. Most setups never check.
The handover file
Accounts, tags, tracking numbers and what each one means, written down in one place.
Three things we will not do
All three are normal in this trade. We will not do them, in writing.
Our work is reported on the same page as everything else, and you hold the accounts to check it yourself.
A report that needs explaining is not a report. If it cannot be said in plain sentences, we have not finished it.
Analytics, tag manager and the tracking numbers go in your name on day one. Leaving takes an email.
What this makes honest
Measurement earns its keep when something is spending money. These three usually are.
Growth Strategy
Numbers are only worth having if they change the plan. This is where the quarter gets decided.
Read the pageGoogle & Meta Ads
Measurement is what makes every ad dollar answer for itself instead of being argued about.
Read the pageSEO & Local Search
A ranking is not the result. This is what turns a position into an inquiry you can see.
Read the pageBy trade: healthcare, restaurants, retail, real estate and beauty and wellness. Or see the work first.
Questions people actually ask
Installed is not configured. Most setups miss the calls, the chats and a good share of the form fills — which locally are the inquiries that matter most.
The wiring is a fixed quote once we know how many channels there are, and the weekly reporting runs as a flat monthly. You get the plan and the number together, before anything starts.
That is the entire point. Three lines and plain sentences, not a data export. If it needs explaining, we have not finished writing it.
Yes. A separate tracking number per channel, so a call that came from your map listing and one that came from an ad are counted separately.
Yes, on the same page as everything else. If something we run is not paying its way, the update says so in the same plain words.
The accounts, the tags and the history are already in your name, so nothing gets switched off and nothing has to be rebuilt. Leaving takes an email.
