Measurement plan
Events, identities, consent states and business definitions documented before implementation.
Service 05 / Revenue measurement
Create one decision layer from channel click to closed revenue.
We make tracking, CRM attribution and conversion testing answer the same commercial questions—what created the opportunity, where it stalled and what should change next.
Primary controlAttributed revenue
The Pressure05 / 06
Dashboards disagree because they were built to answer different questions.
Ad platforms optimise delivery, analytics tools describe sessions, and the CRM records sales progression. Forcing one source to replace the others creates false certainty. We define a measurement contract for each system, reconcile identities and stages, then build reporting that separates operational signals from finance-grade outcomes.
What We Build
A working system, not a recommendation deck.
Tracking infrastructure
GA4, tag management and server-side collection configured with testable data contracts.
CRM attribution model
Source, campaign and lifecycle data reconciled through opportunity and closed-revenue stages.
CRO programme
Hypotheses ranked by evidence, commercial upside, implementation effort and time to result.
Delivery Sequence
Evidence enters before production starts.
Every stage has a decision gate. Work moves forward when the preceding evidence is strong enough—not because a calendar says the phase is complete.
- 01
Audit
Trace a real prospect from first touch through consent, forms, CRM and revenue.
- 02
Specify
Agree names, ownership and acceptable discrepancies for every decision metric.
- 03
Implement
Build and quality-assure collection, identity joins and reporting layers.
- 04
Experiment
Use the repaired evidence to prioritise and evaluate conversion changes.
Operating Controls
What governs the work.
Finance metricDeduplicated revenue
Experiment gateQualified action rate
Quality cadenceRelease-by-release QA
Strong fit
This engagement is useful when:
- Platform totals exceed the revenue recorded in the CRM.
- Teams use different definitions for lead and opportunity.
- Conversion work is driven by opinion rather than evidence.
Poor fit
It is not the right model when:
- A dashboard is required without source-system access.
- Consent and data quality cannot be changed.
- Every channel must receive full credit for the same sale.
Start with Evidence