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Measurement practice
A number nobody
trusts is worse
than no number
Most reporting problems are not reporting problems. They are tracking problems wearing a dashboard. We fix what is being collected first, agree what each metric means, and only then build something worth opening.
The view we build
One page. Six answers. Everything on it maps to a decision someone will actually make this month — where the budget goes, which channel is slipping, and whether the leads are getting better or just more numerous.
Spend vs pipeline by channel
Cost per qualified lead
₹0
Down from ₹3,120 six months ago, on 2.4× the volume.
Source of pipeline
Organic 38% · Paid 29% · Referral 21% · Direct 12%
Retention by cohort
Darker means more of that month's cohort still active.
Lead to opportunity
0%
Measured in your CRM, not from platform-reported conversions.
Channel detail
Data quality
0%
Of recorded conversions reconciled against CRM records last month. The remaining gap is documented rather than ignored — an unexplained variance is the first thing that erodes trust in a report.
Reports people actually read
The average agency report is written to look busy. Ours is built to be argued with, which means it has to be short, honest and specific about what happens next.
The report you have now
- Forty slides, none of them a recommendation
- Impressions and reach leading the deck
- Platform numbers that contradict each other
- Month-on-month with no target to compare against
- Bad months quietly reframed as learnings
- Arrives three weeks after the month it covers
The one we send
- One page of numbers, one page of decisions
- Performance against the target agreed in week one
- A single reconciled source of truth
- What we changed last month and what it did
- Misses stated plainly, with the reason
- In your inbox within five working days
Give us read access for a week.
We will tell you which of your numbers are trustworthy, which are not, and what it would take to close the gap.