Approach
Four steps, in this order, every time. It is deliberately unglamorous: most of the money in a marketing budget is recovered by finding what is already broken rather than by adding something new.
Field performance data for the site, the enquiry path walked end to end from form submission to whoever is supposed to answer it, and the tracking checked against what the CRM actually recorded. Most of what people believe about their funnel turns out to be wrong at this stage, usually because three platforms are each claiming the same sale.
What you get
A baseline in writing, before any work starts, so there is something to measure against later.
Every funnel leaks in several places at once and they are never worth the same. Wasted ad spend, a landing page losing people who were ready to buy, enquiries answered on Monday that arrived on Friday. The numbers decide the order of work, not preference or whatever is easiest to sell.
What you get
A ranked list, with the money attached to each item.
One thing at a time, so the effect is attributable. Changing five things in a month and seeing the number move teaches you nothing about which change did it, and it is how agencies end up repeating work that never worked.
What you get
A change you can point at, with a before and an after.
The same metrics as the baseline, pulled from your systems rather than a dashboard I control. Including the months where the numbers read badly, because re-baselining when results are poor is the oldest trick in this industry.
What you get
Monthly, in a format you can hand to a finance director.
So you can tell what worked, and repeat it.
Ad platforms, analytics, repositories and CRM all set up under your ownership from day one.
If a figure cannot be traced back to where it came from, it does not go in the report.
A month that went badly is more useful to you than a month that was presented well.
Send us your URL and we will measure it, walk your enquiry path, and tell you what we would fix first. If nothing meaningful is wrong, we say that.