Marketing analytics

See what your website, advertising and sales reports measure, where information is missing and which decisions the evidence can support.

Aaron CheahLed by Aaron CheahFounder, Multiplier Engine · Kuala Lumpur
See what this covers

Recognise the reporting gaps behind uncertain decisions.

These are some of the gaps we can investigate.

01

Two reports count different things.

An ad platform and website report can use different measurement rules. Matching labels do not guarantee matching counts.

02

A contact is treated as a sale.

A submitted form may show interest, but it does not establish customer fit, a booking or revenue.

03

Offline outcomes are missing.

Calls, sales conversations or completed purchases may not appear in the reports used to allocate budget.

04

The report does not answer the question.

Charts show activity without explaining whether the evidence supports increasing spend or changing the customer journey.

Know what each number measures before using it.

Clear definitions, comparable reports and visible gaps give you a firmer basis for a budget discussion.

01

Define the action you are counting.

Each figure is tied to an agreed action, such as an enquiry, booking or sale, so it answers the right question.

EnquiryBookingSaleNext check recorded
02

Explain differences between reports.

You can see whether a difference comes from dates, definitions or recording rules before treating it as an error.

DefinitionDate rangeRecording
03

Check missing data before changing the budget.

You know which missing information could change the conclusion before you adjust the budget.

StartEvidence
ReviewLimit
NextDecision

Distinguish an enquiry from a booking or sale.

An enquiry, booking and sale tell you different things. We review how your business defines these actions and which records are available before using the figures to discuss marketing spend.

A desk with a laptop and notes prepared for a marketing review.
  1. 01

    Name the budget question.

    We identify the outcome you need to understand before deciding whether to increase marketing spend.

  2. 02

    Define an enquiry.

    We agree which new contacts count as enquiries. For example, an office tour request shows interest; a booked tour is a later step.

  3. 03

    Check the website record.

    We check the action recorded on your website, its definition and whether the report covers the agreed period.

  4. 04

    Compare sales information.

    We review the records your team has of suitable enquiries, bookings or completed sales.

  5. 05

    Explain the limits.

    We separate what the available records support from what remains unknown before recommending a change.

Each step is a question we review with you.

What a marketing analytics review can cover.

We agree which of these areas need review and which information can answer your question.

01

Business question

Choose what the report must answer.

What decision should the figures inform?

See what this covers

We agree the business decision, relevant period and actions to review so the investigation addresses your question rather than every available chart.

  • Decision and time period
  • Customer action definition
02

Recording quality

Check how actions are counted.

Is each action recorded once and as intended?

See what this covers

We inspect the definitions and available records for missing or repeated actions. An event label alone does not prove that the intended action was recorded correctly.

  • Action and recording rule
  • Missing or repeated records
03

Report comparisons

Explain why figures differ.

Which figures can fairly be compared?

See what this covers

We compare the reports’ dates, definitions and credit rules, then explain which figures can be compared. Attribution gives credit to recorded interactions; it does not prove that a channel caused a sale.

  • Date ranges and definitions
  • Attribution and other limits
04

Reporting recommendations

Connect evidence to a decision.

What does the evidence support, and what should happen next?

See what this covers

We explain the findings, important gaps and recommended next checks. This can help you decide what to investigate or record next without assuming that you need a new dashboard.

  • Report definitions and caveats
  • Recommended checks

Define the question, check the data and explain the limits.

We begin by agreeing the question and available information, review the records, then explain the findings and recommended priorities.

  1. 01

    Define the decision and measures.

    We agree the decision you need to make, the period to review and the information your team can share.

  2. 02

    Inspect the available records.

    We inspect the relevant website, advertising and sales records for differences in definitions, recording rules and missing information.

  3. 03

    Explain what can be concluded.

    Aaron explains what the evidence supports, what remains uncertain and which priorities to act on first.

See how a report can support a budget decision.

The review brings together the available records, reporting problems and next checks that matter to your decision. Aaron presents the actual findings and recommended priorities to you in slides.

Example decision sheet

Findings and recommended priorities.

Decision
Whether the available evidence supports increasing marketing spend
Website measure
Defined enquiries recorded during the agreed period
Sales measure
Suitable enquiries, bookings or sales recorded by your team
Comparison rule
Check definitions and dates before comparing counts
Known limit
An enquiry is not a booking or sale
Next check
Identify missing outcome information before drawing a conclusion
Illustrative decision sheet, not client findings or measured results. The actual review and deliverables follow the agreed scope.

Working with Aaron.

Aaron discusses your business question and the pages or reports you already use. Together, we agree what the review needs from your team and how you will use the findings.

Aaron reviewing papers during a discussion.
01

Explain the decision.

Describe the offer, customer and question that matter to your business.

02

Discuss the available information.

Identify what can be reviewed and where input from your team is needed.

03

Confirm the scope.

Agree the outputs and responsibilities. Any implementation is agreed separately.

Is marketing analytics the right starting point?

These questions help us see what you have ready for a first discussion.

What can you bring to the discussion?

Questions before reviewing your marketing data.

Use these questions to clarify scope, responsibilities and the limits of the available information.

Why do ad and website reports disagree?

They may count different actions, use different date ranges or allocate credit differently. Check those rules before concluding that a tool is wrong.

Does an analytics enquiry mean a qualified lead?

No. Analytics records a defined action. Your business must separately define whether that contact fits the offer and reaches a useful sales step.

Can this prove which channel caused revenue?

Attribution assigns credit to recorded interactions. It does not establish causation, and missing interactions or sales records limit the conclusions.

Do we need a new dashboard?

First establish what you need to decide and whether the data can answer it. A dashboard may help present the measures, but it does not repair their meaning or completeness.

Are tracking fixes included?

Our analytics review identifies problems with your data and explains how they affect your decisions. We can scope tracking fixes as additional work. For example, if your enquiry form is counting the same lead twice, the review would flag that problem; implementation would correct the setup and test that each enquiry is counted once.

What if our sales records are incomplete?

Document what is known and what is missing. A useful first recommendation may be more consistent recording rather than a claim about marketing performance.

Which reports should we bring to the first discussion?

Bring the reports you currently use and the decision they are meant to support. Note the date range and what your team means by an enquiry, order or sale. Confirm which platforms and account access can be reviewed before granting permissions.

Can we compare enquiries from different channels?

Only after checking that the figures describe comparable actions and periods. One report may count button clicks while another counts submitted forms or sales-confirmed contacts. Keep those measures separate unless a reliable connection between them is available.

Does this include checking whether forms and purchases are tracked correctly?

We review the definitions and available records behind reported actions. The review does not automatically include live tests of forms or purchases. Live testing or changes to the tracking setup must be agreed separately.

Do we need an ongoing monthly report?

It depends on the decisions your team makes and how often meaningful information changes. An initial review can identify useful measures and reporting gaps. Confirm recurring reports, meetings and dashboard maintenance separately rather than assuming they are included.

A practical starting point

Bring the report you struggle to explain.

Share your question and the information you already have. The first discussion can establish the relevant service and scope.

What to expect from a call