Answers to what you actually wonder about

For you if you have numbers in five reports but don't know whether things are going well. Results in the app answers the questions behind growth, with numbers that update themselves.

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What sets us apart

We answer the questions behind growth

Unlike an agency that stops at ads, a website or a report, we take responsibility for the questions you are really asking. The answers are in the app, with numbers from your sales and not just from your ads.

Growth A little behind plan

%of plan so far this year

%pace over the last four weeks

Sales funnel Investigate the drop

28 quotes became 10 sales

64 Lead

40 Qualified

63%

31 Meeting

78%

28 Quotes

90%

10 Sales

36%

A lower share of quotes turns into sales. The win rate fell from 44% to 36%.

Profitability Profitable · hold

LTGP to CAC The profit a customer brings, divided by what it cost to win them

CutInvestigateHoldScale

Google searchCapture 5.1 Scale

LinkedInCapture 3.4 Hold

Meta retargetingCapture 2.6 Investigate

Meta videoCreation The trend over 8 to 12 weeks Follow the trend

What captures demand is judged on profitability. What creates it gets time to show results.

Demand Rising demand

+ %branded search, last 4 weeks vs the 4 before

Correlation, not causation. We don’t build a sales forecast from this.

All metrics Open metrics

Week 37 38 39 40 41 42 Leads 29 31 28 22 33 14 Cost per lead 610 590 640 610 575 602 Quotes 6 7 6 8 9 3 Won quotes 2 3 2 3 4 1 Branded search 198 210 230 245 262 120 New target from week 40

Earlier weeks keep their color. Week 42 is in progress and gets no color until it’s done.

Actions and data sources 4 connected · 1 missing

Deviation 36% Win rate, target 44%

Action Follow up open quotes In progress

Test in the campaign Two headlines on the landing page

A3.1%

B4.4%Winner

Data sources

MetaGoogleCRMSearch ConsoleAnalytics missing

Illustration of Results in the app. The numbers are examples.

Growth A little behind plan

Is the business heading in the right direction?

We measure sales in your CRM against your annual goal, not clicks against last week. The question is whether you are keeping the pace you need. We look at four weeks at a time, because a week with two big sales is noise.

Sales and ad numbers kept apart
Pace toward the annual goal, week by week
How far you have come, and how far you should have come

Example from the app$140,000 in sales22 quotes won

Sales funnel Investigate the drop

28 quotes became 10 sales

64 Lead

40 Qualified

63%

31 Meeting

78%

28 Quotes

90%

10 Sales

36%

A lower share of quotes turns into sales. The win rate fell from 44% to 36%.

Sales funnel Investigate the drop

Where are we losing opportunities?

When sales fall, it is tempting to blame the ads. We follow each lead all the way to a sale, so you can see whether it stalls in the number of leads, in the follow-up or when the quote is supposed to turn into a yes.

Five stages from lead to sale
The stage with the biggest drop, highlighted
Concrete suggestions for what to look at

Example from the app28 quotes → 10 wonWin rate 35.7%

Profitability Profitable · hold

LTGP to CAC The profit a customer brings, divided by what it cost to win them

CutInvestigateHoldScale

Google searchCapture 5.1 Scale

LinkedInCapture 3.4 Hold

Meta retargetingCapture 2.6 Investigate

Meta videoCreation The trend over 8 to 12 weeks Follow the trend

What captures demand is judged on profitability. What creates it gets time to show results.

Profitability Profitable · hold

What do the channels contribute?

Not all marketing should be judged the same way. What catches people who are already looking, like Google search, is judged on profitability every four weeks. What creates new demand is judged on the trend over 8 to 12 weeks, and isn't cut because one week looked weak.

Scale, hold, investigate or cut for each channel
Profitability measured on profit, not clicks
We tell you when sales can't be tracked

Example from the app$7,240 in marketing cost61% of sales tracked

Demand Rising demand

What can we expect going forward?

Ads that create demand don't show up in this week's sales. They show up 4 to 12 weeks later, when more people search for your name and go straight to the website. We follow those signals so you don't cut something that is about to work.

Brand searches, direct traffic and organic leads
Twelve full weeks, never a partial one
Correlation is called correlation, not cause

Example from the app12 full weeksLast 4 weeks against the 4 before

All metrics Open metrics

Week 37 38 39 40 41 42 Leads 29 31 28 22 33 14 Cost per lead 610 590 640 610 575 602 Quotes 6 7 6 8 9 3 Won quotes 2 3 2 3 4 1 Branded search 198 210 230 245 262 120 New target from week 40

Earlier weeks keep their color. Week 42 is in progress and gets no color until it’s done.

All metrics Open metrics

How is each metric developing?

Every metric has a goal, week by week or month by month. If you change the goal, the new one applies from that day, so the history doesn't turn red after the fact. The week in progress gets numbers, but no color.

A goal for each week or month
Deviations shown where they happen
Everything can be downloaded as a spreadsheet

Example from the appMarketingGrowthEfficiencyFuture demandFunnel

Actions and data sources 4 connected · 1 missing

Deviation 36% Win rate, target 44%

Action Follow up open quotes In progress

Test in the campaign Two headlines on the landing page

A3.1%

B4.4%Winner

Data sources

MetaGoogleCRMSearch ConsoleAnalytics missing

Actions and data sources 4 connected · 1 missing

What do we do with the numbers?

A deviation should lead to something. Actions are linked to the metric they are meant to move, and the tests in your campaigns sit in the same place. Below you see where each number comes from and what is missing, so nobody reads meaning into a number that doesn't exist.

Actions linked to the metrics
Tests with two variants in the campaigns
The data sources, and what is missing

Example from the appActions, tests and where the numbers come from

Illustration of Results in the app. The numbers are examples.

How we read the numbers

Honest numbers even when they are bad

A number that looks good is not the same as a number that is right. That is why Results follows a few fixed rules.

The app does

Keeps sales and ads apartNumbers from the CRM and numbers from the ad platforms are not mixed.
Measures against the goal that applied thenA new goal doesn't change the history.
Shows how solid the basis isThe data is marked complete, partly complete or missing.
Gives channels that create demand timeThey are judged on the trend over 8 to 12 weeks.

The app never

Makes forecasts from signals aloneBrand searches and direct visits are signals, not a sales forecast.
Calls correlation an effectWhen two numbers follow each other, it says that this is not proof of cause.
Judges a channel on clicksChannels are judged on profit.
Calculates percentages from too few numbersFunnel stages with fewer than five are marked as low numbers.

Questions and answers

What people ask about the questions

Where do the numbers come from?

Sales and quotes come from the CRM, ads from Google Ads and Meta, and searches and visits from Search Console and Google Analytics 4. The ad numbers are updated every 15 minutes, and the CRM once a day.

Which CRMs can be connected?

Sales against the annual goal requires a connection to your CRM. Without it, you still get the answers that are based on the ads and Google.

How do I set the annual goal?

Under Goals and capacity in Results. There you enter the annual revenue goal, how much of it should come from demand, how many jobs you have capacity for each month and your brand name.

Does AI write the answers in Results?

No. The numbers and statuses are calculated by fixed rules, so you see the same thing we see. The heroes use the answers when they make suggestions, and Herman and Astrid write the next step in the weekly report.

What do scale, hold, investigate and cut mean?

It is how each channel is judged on the profit it returns for every dollar. Over 4 is scale, 3 to 4 is hold, 2 to 3 is investigate and under 2 is cut. If capacity is full, scale becomes hold.

Why don't you make a sales forecast?

Brand searches and direct visits are signals, not sales. The app shows where the pace takes the year, but it doesn't make a forecast from the signals alone. That would be promising more than the numbers can support.

How the heroes work

One system One goal Growth you can measure

No guesswork, and no reports that each say something different.

Iris makes the growth plan, and the heroes work to it with the same numbers from your website, search and ads. Vera checks the work before it goes out. Felix keeps it all together. You have the final say.

The plan

Iris Makes the growth plan

The work