Marketing is messy. I untangle it.
Some of your marketing is making you money. Some of it isn’t. Most reports can’t tell the difference, especially now that AI answers send customers who leave no click to track. I find out which is which, so you know where to spend more and where to stop.
How customers really find you
Pick a channel to follow its thread.
Search Still a workhorse. It also gets the credit for demand that something else created.
AI answers ChatGPT, Perplexity and AI Overviews recommend you, then the visit shows up as “direct”, or doesn’t show up at all. The fastest-growing blind spot.
Podcast No click, no pixel. Listeners will happily tell you where they heard about you, if your forms ask.
Social Every platform’s dashboard grades its own homework. Add them all up and you’ve sold more than you made.
A friend’s text Word of mouth in private messages. Invisible to analytics, very visible in “How did you hear about us?”
Email Great at closing. Often gets credit for the opening, too.
Paid ads Easy to measure, so it tends to get measured generously. Some of those buyers were coming anyway.
“Direct” Rarely direct. Usually one of the threads above with the referrer stripped off.
The Attribution Day
$1,999 flat, for one business
One day with your numbers, and a straight answer to the two questions every owner has: what’s making me money, and what can I stop paying for?
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Before
You share access to your analytics, ad accounts and sales data.
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The day
I go through it channel by channel and match what you spend to what actually comes back.
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After
We get on a call and I walk you through two lists. Spend more: what brings in more than it costs. Stop spending: what doesn’t, or what takes credit for sales you’d have made anyway.
One business, one day, using the data you already have. If it can’t answer the question yet, I’ll tell you that, and what to start tracking so it can.
I’ve helped
- A national phone carrier run an award-winning content campaign
- A Christmas retailer recover organic traffic right before Black Friday
- A local service business become a national industry thought leader
- An educational website grow and sell in a competitive niche