The method

The instrument, in public.

Findings belong to clients. The discipline is not a secret.

01 · The hypotheses

Cheap explanations first. Traffic tested last, deliberately.

Every engagement runs the same list before a fix gets proposed. The order below is not a strict cost sort. It is weighted so cheap, mechanical explanations get ruled out early, and traffic mix, the hypothesis most agencies reach for first, is tested only once everything upstream has been checked. Eliminating a hypothesis here is what stops a client paying to fix something that was never broken.

Hypothesis	How it gets tested	Effort
01Tracking integrity	Reconcile the CRM against source systems; confirm every stage event is actually recorded before any rate is trusted.	Low
02Speed to lead	Plot contact rate against minutes-to-first-touch; audit the routing that decides who calls and when.	Low
03Sequence integrity	Audit delivery logs for every automated touch; confirm each arrived, on time, in the prospect's local timezone.	Low
04Qualification gate	Score entrants against the stated fit criteria; compare in-profile and out-of-profile conversion at the next stage.	Medium
05Stall points	Map where deals sit longest between stages; test cadence and ownership before touching the offer.	Medium
06Traffic mix	Segment by campaign, ad set and creative across the decline window; tested last, deliberately.	Medium

01Tracking integrity
How it gets tested
Reconcile the CRM against source systems; confirm every stage event is actually recorded before any rate is trusted.
Effort
Low
02Speed to lead
How it gets tested
Plot contact rate against minutes-to-first-touch; audit the routing that decides who calls and when.
Effort
Low
03Sequence integrity
How it gets tested
Audit delivery logs for every automated touch; confirm each arrived, on time, in the prospect's local timezone.
Effort
Low
04Qualification gate
How it gets tested
Score entrants against the stated fit criteria; compare in-profile and out-of-profile conversion at the next stage.
Effort
Medium
05Stall points
How it gets tested
Map where deals sit longest between stages; test cadence and ownership before touching the offer.
Effort
Medium
06Traffic mix
How it gets tested
Segment by campaign, ad set and creative across the decline window; tested last, deliberately.
Effort
Medium

02 · What counts

Every event, defined before the count starts.

A conversion rate is only as trustworthy as the definitions underneath it. Before any number gets reported, this is what each event means. No exceptions, no rounding at the top. Every engagement gets its own version of this ledger. The booked-call version reads like this.

Event	What it counts as
Lead	Application submitted, regardless of qualification outcome.
Booked	Calendar slot confirmed and held against the record.
Showed	Prospect joined the call — flagged explicitly, never inferred from the deal.
Rescheduled	Moved before the slot; counted separately from a no-show.
No-show	Slot passed with no attendance and no prior reschedule.
Closed	Agreement signed, credited to the originating lead source.

Lead: Application submitted, regardless of qualification outcome.
Booked: Calendar slot confirmed and held against the record.
Showed: Prospect joined the call — flagged explicitly, never inferred from the deal.
Rescheduled: Moved before the slot; counted separately from a no-show.
No-show: Slot passed with no attendance and no prior reschedule.
Closed: Agreement signed, credited to the originating lead source.

03 · The handover

Nothing goes dark while we work.

Both systems run side by side until the new one has proven itself. Live campaigns keep running throughout, and no booking is lost in transition. Your data remains yours, and it leaves with you in full.

04 · The next step

Run this list against your own numbers.

Forty-five minutes on a live pipeline. You leave with the leaking stage named, its monthly cost, and a verdict.

Book a diagnostic

45 minutes · Your numbers · No pitch deck