The audit
Before anything is changed or built, we review your tracking and your data together. We check what your website and phones capture, what reaches your CRM, and where the source gets lost along the way. You get a written report and a quote for each next step.
- Price
- $5,000, fixed, paid up front
- Covers
- Your tracking as it runs today, and your last three complete months of data
- Turnaround
- About two weeks once we have access, then a walkthrough of up to 45 minutes
- Access
- Read only, or exports. It never changes anything.
What the audit covers
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Your tracking, step by step
Every step from the click to the customer: what it captures today, and where the source gets lost. That covers your forms, phones and tag manager, what your ad platforms count as a conversion, and whether your tracking runs server-side.
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What your ad platforms counted, compared with your CRM
Over your last three complete months, we compare the conversions each ad platform counted with the inquiries in your CRM and the ones that became customers. Where the numbers differ, you’ll see where and by how much.
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How much of your data can be traced
The share of your inquiries whose source points to a real channel, and the share that just says “Google”, “Internet” or nothing.
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What can be measured today
Cost per customer by channel, wherever your data already supports it, with every gap labelled. Where it doesn’t, we say so rather than guess.
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What we’d do next
Written by a person: whether you need the tracking fix and what it would change, and what building your reporting would involve.
Example
Where the numbers don’t match
Your ad platforms and your CRM never agree exactly. The audit shows how far apart they are, and why, before anyone builds a report on either.
A services business’s paid search, June to August 2026
Illustrative| Conversions the ad platform counted | 246 conversions |
|---|---|
| Inquiries in the CRM marked paid search | 88 inquiries |
| Of those, became customers | 19 customers |
| Traced to a channel | 58% |
|---|---|
| “Google”, “Internet” or similar | 27% |
| Nothing recorded | 15% |
Here the ad platform was counting every call over ten seconds and every contact form, including existing customers calling about work already under way. That’s why the numbers don’t match, and it’s part of what the tracking fix changes. The business and every figure are fictional.
What you get
A written report
The five parts above, in plain English, with a walkthrough of up to 45 minutes. Every figure is calculated from your own data.
The tracking fix, scoped
If your tracking needs it: what the fix would change for you, at $5,000, fixed. The tracking fix
The build, priced
What your reporting would bring together, from which of your systems, and what it would cost to build and run. The build
What we need from you
Access, or exports
Read access to your ad accounts, analytics, tag manager, call tracking and your CRM, case system or practice system. If you’d rather not grant access yet, three months of exports work for the data half.
Your offline spend
A simple sheet of what you spend each month on TV, radio, billboards, mailers and directories. We’ll send you the template.
An NDA
We sign one before we touch any of your systems.
Questions owners ask
- Why an audit before the tracking fix?
- Because the fix is only worth doing where sources are actually getting lost, and the reporting is only worth building once the fix holds. The audit checks both before you spend anything else. Most businesses do need the fix, usually including server-side tracking, and the audit shows you where and why.
- How do we know it’s worth $5,000?
- That’s what the first call is for, and it’s free. We look at your setup and your questions, and if an audit wouldn’t be worth it for your business, we’ll tell you before you spend anything.
- Does it replace our agency’s reporting?
- No. We don’t run campaigns, bids or creative. The audit compares what the ad platforms counted with what reached your CRM, so you and your agency are working from the same numbers.
- What if our “how did you hear about us” field is a mess?
- It usually is. We match free text like “google ppc”, “billboard I‑95” and “my neighbor uses you” to channels, and list anything we couldn’t place so you can see how much of it there is.
- Do you need our customers’ names?
- No. We count customers and what they were worth, not people, and no name ever appears in a report. The Security page explains what each system sends us.
- Which systems do you work with?
- Your ad accounts, web analytics, tag manager and call tracking, plus whichever system holds your customer records: a CRM, a case system or a practice system. Tell us which you use on the call, and we’ll explain what connecting it involves before you pay for anything.
- How much of our time does it take?
- The call, then granting read access or sending the exports, and the walkthrough at the end. We do the rest.
- What happens after the audit?
- Nothing, unless you want it to. You can act on the report yourselves. If your tracking needs fixing, the fix comes next. After that comes the build, which ends with the final number: what a customer cost you, by channel.
Start with a call
We’ll talk through how your inquiries come in and where their source gets lost. If it makes sense, the next step is an audit of your tracking and data, before anything is changed or built.
If an audit wouldn’t be worth it for you, we’ll tell you on the call.