Intelligence
Measurement That Connects Campaigns to Commercial Outcomes
When creators, affiliates, marketplaces and paid media all claim the same sale, decisions get made on the loudest report. We build measurement that reconciles channel claims against actual revenue so budget moves for the right reasons.
The problem we usually find
- Platform-reported conversions add up to more than total revenue.
- Affiliate, marketplace and paid data live in separate systems.
- Reporting describes what happened without indicating what to do.
- No baseline exists to judge whether growth was incremental.
How we approach it
- Define one source of truth and reconcile channel claims against it.
- Consolidate paid, affiliate, marketplace and creator data into shared dashboards.
- Report decisions and next actions alongside the numbers.
- Use holdouts and geo tests where clean attribution is not possible.
What's included
- Measurement framework and KPI definition
- Tracking, tagging and event implementation
- Attribution modelling and reconciliation
- Dashboard design and automated reporting
- Incrementality and holdout testing
- Creator and affiliate performance analysis
- Budget allocation recommendations
Process
- 01
Define
Agree the metrics that represent commercial success.
- 02
Instrument
Implement tracking across web, app and commerce channels.
- 03
Consolidate
Bring channel data into one reporting layer.
- 04
Interpret
Turn reports into allocation decisions.
- 05
Validate
Test incrementality on major channels.
Benefits
- One agreed version of performance
- Faster, better-founded budget decisions
- Visibility down to creator and partner level
- Reporting finance and marketing both accept
KPIs we manage against
- Reconciliation gap between platform and actual revenue
- Blended acquisition cost
- Channel contribution after costs
- Reporting latency
Who it's for
- Brands running several channels simultaneously
- Teams justifying spend to finance or headquarters
- Businesses preparing for regional expansion
Why do platform-reported conversions exceed real sales?
Each platform claims conversions it touched, using its own attribution window. Adding those claims together double counts. Reconciling against the order system, and testing incrementality, gives a truer picture.
Explore other services
Affiliate Marketing
Programme design, partner recruitment, commission structures, tracking and ongoing optimisation.
Creator & Influencer Marketing
Discovery, recruitment, campaign strategy, content collaboration and measurement.
Influencer & KOL Marketing
Strategic influencer and KOL campaigns across relevant categories and platforms.
Talk to us about marketing analytics
Share your objective, market and current setup, and we'll come back with an honest view of what would move the number you care about.