Imagine opening one report each month and seeing exactly what your marketing returned: which dollars became leads, what each lead cost, and where the whole engine is carrying the business.
the investment
What the numbers earn you
Our marketing analytics services earn you a straight answer to the question every owner asks about marketing: is it working, and how do you know? We connect spend to leads to revenue, then report it in the terms the business already runs on: return on the dollar, cost per lead, cost to acquire. It’s the scoreboard, and it’s one of the disciplines in our practice.
the investment
A business runs on a scoreboard, and marketing should have one too
Every other part of a business gets measured against a number that matters. Sales has a quota. Operations has a margin. Marketing usually gets a traffic chart and a rankings screenshot, which is activity the business can’t act on. An owner can’t run anything on that. So we give marketing the same scoreboard the rest of the business already lives by. What did we spend, what did it return, and what did it cost to get there, traced from the first click to the lead that landed in your inbox. When marketing reports in those terms, two things happen.
You can manage it like a line on the P&L, feeding what returns and cutting what doesn’t. And it stops being an expense the business tolerates and becomes an asset the business is worth more for having. That’s the whole point of measuring it this way. A number you can’t see is a number you can’t manage, and marketing has spent decades being the one line nobody could defend.
our process
How we work it
The method is the same one that runs under all of our work: diagnose, plan, execute. On the measurement side it reads as connect, define, report.
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Connect
We instrument the whole funnel, analytics, conversion tracking, call tracking, so every lead ties back to the channel that produced it. This is the unglamorous plumbing most reporting skips, and it’s the part that makes every number after it true. No more guessing which half of the budget worked.
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Define
We set the numbers that decide your business, cost per lead, cost to acquire, return on spend, pipeline by source, against your margins and what a customer is worth to you. Your metrics, in place of a template dashboard of whatever happens to be easy to chart.
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Report
Every month you get one read of the engine in plain language: what came in, from where, what it cost, and what it’s worth. MI™ is the AI infrastructure we’ve built for ourselves, and it assembles that read across search, AI answers, and paid, flagging what’s shifting before it shows up in the pipeline. It gets sharper with every account we run it for.
what we measure
The numbers that decide whether marketing pays
Marketing reporting isn’t one number. It’s a handful of measures that, read together, tell you whether the engine is earning its keep. Each row below is a number the business can act on.
- cost per lead (cpl)
What it costs to put one qualified inquiry in your pipeline, broken out by channel, so you know which ones to feed and which to starve.
- Cost to acquire a customer (CAC)
What you spend in marketing to win one customer. It’s the number that decides whether growth pays for itself or just looks busy.
- Return on spend (ROI / ROAS)
Every marketing dollar traced to what it returned, so the budget follows the return instead of the habit. This is the core of our marketing ROI reporting.
- Pipeline attribution
Where your best-fit leads come from, search, AI answers, paid, referral, so credit lands where it’s earned and the next dollar goes to the right place.
- Conversion & call tracking
The plumbing underneath the rest: form fills, tracked calls, and booked calls counted once and counted right, so a lead is a lead and not a maybe.
- The monthly report + live dashboard
One read of the whole engine in the language your accountant speaks, plus a marketing dashboard you can open any day of the month.
AI Search optimization
There’s a new number worth watching
The buyer’s first answer increasingly comes from an AI engine naming a few sources instead of a page of links to sort through, so whether your business gets named in that answer is now worth measuring. We track your inclusion in AI answers alongside the rest, because a channel you can’t see is a channel you can’t manage. Measuring and earning that inclusion is the work behind AI Search Optimization, and the full approach is here.
frequently asked questions
The questions owners ask before they trust a marketing report.
What do you report on?
Leads and what they cost, first. Then the machinery behind them: which channels and pages produced the inquiries, what each one cost, how many turned into customers, and where people drop off. You get one monthly read in plain language, plus a dashboard you can open any day of the month. Everything reports against the targets we set at kickoff, so the question each month is whether the number moved and what we’re changing if it didn’t.
How is this different from the dashboards already in Google Analytics?
Analytics tells you what happened on your site. It doesn’t know what a lead is worth to you, which inquiries closed, or what you paid to get them. We connect those: spend on one side, revenue on the other, and every lead tied back to the channel that produced it. That takes wiring most accounts don’t have, including conversion tracking, call tracking, and a definition of a qualified lead we agree on with you. Analytics is one input. The report is the answer.
How do you measure ROI on marketing?
Spend in, revenue out, with the path between them traced. We set what a customer is worth to you and what you can afford to pay for one, then measure every channel against those two numbers: cost per lead, cost to acquire, return on spend. Where the sale closes offline we track to the qualified inquiry and apply your close rate from there, which keeps us honest about what’s measured and what’s inferred. The test each month is whether a dollar returned more than it cost.
What metrics matter, and which ones are noise?
Leads, cost per lead, cost to acquire, and return on spend matter, because they decide where budget goes. Rankings, traffic, impressions, and clicks are machinery: we report them because they explain movement, and they never stand in for the result. The clearest way to tell them apart is to ask what you’d do differently if the number doubled. If the answer is nothing, it’s a diagnostic.
Can you measure marketing we’re already running elsewhere?
Yes, and it’s usually the first thing we do. We instrument whatever is running, whoever is running it, so every channel reports on the same basis. That often surfaces an uncomfortable answer, that a channel you’ve funded for a year can’t show what it returned, and that is worth knowing before you renew it. We don’t need to take over a channel to measure it, and we’ll tell you when the numbers say one is working.
What’s Mileage Intelligence™?
On your account it assembles the monthly read across search, AI answers, and paid, and flags what’s shifting before it shows up in the pipeline. It is the AI infrastructure we built for ourselves, so it isn’t a product we sell and it isn’t a line on your invoice. Every account we run through it makes the next read sharper.
contact us
See where you stand for free
Before you talk to anyone, run the Visibility Benchmark. One field, your website, and you get a real read on where you stand against the firms you compete with, including how visible you are inside the AI answers a buyer now sees first. No teaser, no gate to read it. See where you stand, then decide what's worth measuring first.