Measure True Impact

Every platform grades its own homework, and every platform gives itself top marks. Add them up and paid media claims more revenue than the business earned. Marketing reports platform numbers because that is what the tools produce; finance discounts them because they do not reconcile; and budget decisions get made on whoever argued best in the meeting.

The problem is not a missing tool. It is the absence of an agreed hierarchy of evidence: which number answers which question, and which one wins when they disagree.

• Analytics maturity: a structured assessment of your measurement capability, so the framework matches where you actually are. Our maturity assessment is informed by Avinash Kaushik's Modern Analytics Maturity Model (MAMM), then adapted to paid media decisions across tracking, data quality, experimentation, attribution, finance reconciliation, and operating cadence.
• Tracking truth: whether conversions are counted once, consented, and reconcilable to revenue.
• Attribution fitness: what your current model systematically over- and under-credits.
• Experiment readiness: where holdouts and geo tests are feasible, and at what budget they produce readable answers.

Three layers, each answering a different question:

• Attribution for day-to-day steering: which campaigns and creatives deserve the next pound.
• Incrementality experiments for the truth: holdouts and geo tests that measure what would not have happened without the spend.
• Blended economics for finance: media spend against revenue and margin, in the language the board already uses.

The hierarchy is agreed upfront: experiments calibrate attribution, blended numbers settle disputes, and every stakeholder knows which layer answers their question. That is what makes the framework trusted rather than merely sophisticated.

• A maturity scorecard and a 90-day measurement roadmap.
• Tracking rebuilt to reconcile: platform, analytics, CRM, revenue.
• An experiment calendar with pre-agreed decision rules.
• One reporting language marketing and finance both sign off.

• A media measurement framework marketing and finance can both trust, the full method behind this service
• The 27-point conversion tracking audit checklist
• Conversion rate benchmarks by industry
• Why the platforms cannot mark their own homework
• Paid media efficiency, where measurement usually finds its first payback