Marketing measurement
4 articles on marketing measurement, written for established coaches, consultants and independent practitioners.
Where Revenue Leaks in a Coaching or Consulting Practice
Draw the path from first contact to paid work and name every point a person can fall out of it. Most practitioners have never done this, and are surprised that the biggest losses are almost never at the price conversation.
Measured Forward, or It Is Not Evidence
There are no client results on this site. Not because there is nothing to say, but because of a standard I set after reporting a number that was wrong by a factor of eight. Here is the standard and the mistake that produced it.
What I Got Wrong About Qualifying Buyers
I spent months building a way to find businesses with a measurable problem. It worked perfectly and produced almost nothing, because a measurable problem and a motivated buyer are different objects. No query would ever have told me that.
What $372 of Meta Ads Actually Bought
Seven campaigns, 29,148 impressions, three weeks and not one attributable customer. Here is the whole account, event by event, from my own log rather than from the ad platform's dashboard.