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Услуга · Marketing

Marketing audit

We work out where the advertising budget leaks away and at which point between the click and the deal the money disappears. As a rule the traffic is not to blame: the enquiries arrive fine, but they are answered a day later or the email lands in a manager's personal inbox and stays there.

Send a request What is included
Sources
cost per enquiry for each
The customer path
where they drop out
Speed
how long they wait for a reply
Report
with priorities

What the work includes

We rely on the analytics and the accounting system rather than opinions about which channel works better.

Discuss the scope

Checking the analytics

We start with whether the goals are being tracked at all. The data is distorted more often than people assume.

Sources

We calculate the cost not of a click but of an enquiry and a deal, channel by channel.

The customer journey

Where people drop out: on the page, on the form, during the call, at the invoice stage.

Response time

How long an enquiry sits unattended. Five minutes and two hours differ by several times over.

Lead quality

How much arrives untracked and from which channels.

Result

What to fix first, with an estimate of what it will give.

How it goes

Two or three weeks: a week goes on gathering the data, the rest on analysis and conclusions.

01

Reconciling the data

We check the goals and the tags. Without that the rest of the analysis is built on sand.

02

Exports

We take the figures for the same period from the analytics, the ad platforms and the accounting system.

03

Review

We match spend against results separately for each channel and each step of the journey.

04

Report

The findings in order, each with a clear estimate of the gain from fixing it.

Most often we find a batch of enquiries nobody ever saw. The form sends to a mailbox that gets checked once a day, or the emails go to spam. Meanwhile the advertising budget grows, even though some of the leads paid for never reach the managers at all.

Questions and answers

It is possible, but the conclusions will be partial. First we get goal tracking working properly; without it you cannot work out the cost per enquiry by source. After a month the data collected is enough for solid conclusions.

No, that is not our line. Ours is the technical and analytical part: setting up tracking, connecting forms to the sales system, site performance and closing the places where enquiries leak away. Buying and running advertising is what agencies do, and we mark the boundary of our responsibility straight away.

Start with the two or three most expensive. Reviewing all of them at once stretches the work and scatters attention, whereas the main losses almost always sit where the most money is spent.

More in this area

Open the area
Service Sales funnel setup Sales stages and the process for handling enquiries

We will review your marketing

Tell us which channels you use and your budget. We will see where the enquiries and the money leak away.