MARKETING MEASUREMENT

Know where your next dollar should go.

We help you see which programs are actually adding growth, how much more you can spend before returns fall off, and where to cut. So budget decisions rest on evidence your CFO will accept, not on whichever dashboard looks best.

The problem

Most marketing budgets are set with numbers nobody fully trusts.

Every ad platform reports that it drove your growth. Added together, they often claim more conversions than you actually had. Attribution tools give credit to whichever touch came last. And when finance asks what would happen if you cut spend by 20%, nobody can answer with confidence.

So budgets get set by last year's plan, the loudest opinion, or the channel with the best-looking cost per conversion, which is often the one taking credit for demand something else created.

The questions we answer

Three questions every growth budget depends on.

01

Where should our money go?

Which channels and programs are producing growth, which are coasting on demand they didn't create, and how the mix should change.

02

What's actually incremental?

How much of each program's results would have happened anyway. The difference between what a channel gets credit for and what it actually adds is often where the biggest savings are.

03

Should we spend more or less?

Where each channel sits on its curve. Some still have room to scale efficiently. Others passed the point where extra spend pays back. We show you where that point is.

How we measure

No single method tells the whole truth. We use several.

01

Incrementality tests.

Controlled experiments, such as holding back spend in certain regions or audiences, that show what a program adds compared with not running it at all. This is the most reliable way to answer “is this working.”

02

Marketing mix modeling.

A statistical view of how each channel contributes to results over time, including channels that are hard to track, like brand, podcasts, events and AI search.

03

Attribution, used carefully.

Click and touch data is useful for day-to-day optimization. We use it for that, and don't treat it as proof of what caused growth.

04

What buyers tell you.

“How did you hear about us” on forms and in sales conversations catches what tracking misses, especially from sources where people read and don't click.

05

Business outcomes.

Pipeline, revenue, CAC payback and customer value, not clicks, impressions or platform-reported conversions.

Each method checks the others. Where they agree, you can act with confidence. Where they disagree, that's what we test next.

From numbers to decisions

Measurement only matters if it changes where the money goes.

01

Response curves by channel.

How results change as spend goes up or down, so you can see where the next dollar still works.

02

Budget scenarios.

What happens to pipeline and revenue if you add 20%, cut 20% or move money between channels, before you commit.

03

A testing plan.

The experiments to run next, in order of how much budget they could affect.

04

A reallocation rhythm.

A regular cadence for reviewing results and moving budget, so decisions aren't saved for annual planning.

A common mistake

Waiting for perfect attribution.

Many teams spend months trying to build a tracking setup that captures every touch. It never gets there. Privacy changes, dark social, AI answers and long B2B buying cycles mean a large share of what influences buyers will never show up in a click path.

The other mistake is trusting what the platforms report. Each one is grading its own work.

We'd rather combine methods, run the tests that settle the biggest questions, and give you numbers good enough to make better decisions this quarter.

How we work

Six steps, in order.

01

Review your current measurement.

We audit your tracking, reporting and how budget decisions get made today.

02

Fix the basics.

We clean up tracking and definitions so the data underneath is reliable.

03

Run the tests that matter most.

We design and run incrementality tests on the programs with the most budget at stake.

04

Build the model and reporting.

We set up the modeling, curves and reporting leadership and finance can agree on.

05

Guide the decisions.

We recommend where to invest more, where to pull back and what to test next.

06

Hand it over.

Your team owns the models, the testing process and the reporting.

What you have when we're done

A budget you can defend.

• A clear view of what each channel and program actually adds

• Response curves showing where to spend more and where to pull back

• Budget scenarios you can take into planning

• A repeatable incrementality testing process

• Reporting your leadership and finance team trust

• A cadence for moving budget as results come in

What you can expect from us

Straight answers, in numbers finance recognizes.

We tell you what the evidence supports, and what it doesn't.

When a result is uncertain, we say so and propose the test that would settle it.

We don't protect channels.

Including ones our Growth Channels team runs.

We work in numbers finance recognizes.

Pipeline, revenue, CAC payback and customer value.

Companies we work with

CoderPad

dozens more

FAQs

Attribution shows which touches came before a conversion. It doesn't show what would have happened without them. We use attribution alongside incrementality tests and modeling to find what's actually adding growth.

Other services

Find out what your budget is really buying.

Tell us how you spend today, and we'll show you where we'd start.