Marketing and spend
Which of our marketing channels actually bring in customers?
By Doug Taylor and Jake Mayell, Co-Founders · Last reviewed 16 October 2026
Another report or dashboard won't tell you. The ad platform and the email tool both claim the same sale, and the order itself never makes it back to either. Tracing every sale back through its journey, and sending the real result back to every system that learns from it, is what lets marketing show what each pound returned.
Know what's actually working · 1 min
What the video says
You're spending on ads, events and email. But which of it actually brought in a customer?
In most businesses, nobody can say. The ad platform claims the sale, the email tool claims the same sale, and the order itself never makes it back to either.
So budget follows whoever shouts loudest, and the platforms learn from the wrong results.
The fix isn't another report or dashboard. It's tracing every sale back through its journey, and sending the real result back to every system that needs to learn from it.
When sales results flow back to marketing, the board sees numbers it can trust, and marketing can show what each pound returned.
Need help making sense of the story? Get in touch.
So what would you like to know next?
How we fix it
What we do
Decide how marketing will be measured, design how a sale is traced back to what started it, specify how results flow back to the platforms and the reports, and set the few numbers the board sees.
Where bad data gets in
Untracked links, offline sales that never reach the platforms, and leads that arrive with no source.
What it breaks further down
Budget goes to the wrong channels, automated bidding learns from the wrong results, and marketing can't defend its spend.
What moves
Share of revenue traced to a source, and cost to win a customer by channel.
Usually owned by
Marketing Director
An example
Example
The Self Space
The challenge. A London therapy provider spending on paid media with no way to see what it returned. Bookings ran through a system that couldn’t be tracked, so every channel claimed the credit and none could prove it.
What changed. We worked with their marketing team and media agency to trace every booking back to the channel that started it, then fixed the step in the booking journey where people were dropping out. The agency now buys media against cost per booking, not clicks.
The result. Booking conversion rose from 17.9% to 20.1%, and every pound of media now answers to a booking.
