Results
A result is a numberyou can trace back to a job.
Sessions, impressions and engagement do not pay wages. This page sets out exactly what we measure on an engagement, how the tracking is built, and what arrives in your inbox each week, month and quarter.
The measurement problem
Most marketing reports measure the wrong end of the funnel
A report full of green arrows and no booked work is not a good month. It is an unanswered question dressed up as an answer.
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Traffic is an input, not an outcome
Sessions went up. Did enquiries? Did the enquiries turn into quotes? Did the quotes turn into work? A report that stops at the top of the funnel cannot tell you whether the spend was worth it.
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Reporting usually stops at the form
Most agencies can show you form submissions. Very few can show you which of those submissions was answered inside five minutes, which reached a quote, and which was invoiced. That is the part that decides the budget.
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Monthly averages hide the leak
An average cost per lead tells you nothing about the one service line that is losing money or the source producing enquiries nobody can service. We report at the level where you can act, not the level that looks tidiest.
What we track
Five numbers decide whether the system is working
These are agreed before the build starts, because a metric defined after the fact is a metric chosen to flatter the work. We write the definitions down and report against them without adjusting them later.
- Qualified leads, counted against a definition you agreed — not raw form fills
- Speed to first response, timed from submission to the prospect actually hearing back
- Cost per booked job, rather than cost per click or cost per lead
- Pipeline conversion stage by stage, so you can see exactly where people drop out
- Revenue by source, attributed only as far as the data honestly supports
Definitions
What each number actually means
Vague metrics are how bad months get reported as good ones. These are the definitions we use, and we will adjust them to match how your business genuinely works before anything is instrumented.
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Qualified lead
A real person, with a contactable number or email, asking about a service you actually sell, in an area you actually cover. Spam, recruiters and out-of-area enquiries are excluded and reported separately so you can see the filtering working.
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Speed to first response
The elapsed time between a form being submitted and a reply reaching the prospect — automated acknowledgement and human contact tracked as two distinct numbers, because they do different jobs.
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Cost per booked job
Total spend across ads, tooling and retained fees divided by jobs actually booked in the period. It is the least flattering number on the report and the only one that answers the real question.
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Pipeline conversion
The percentage moving between each stage — enquiry to contacted, contacted to quoted, quoted to won. Reported per stage, because a healthy overall rate can conceal one stage doing all the damage.
Reporting cadence
You hear from us on a schedule, not when there is good news
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Weekly
A short read, not a dashboard
Lead volume, response times, and anything that broke. Three or four lines. It exists so that a problem is caught in days rather than discovered at the end of the month.
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Monthly
The full picture and one decision
Every tracked metric against the previous period and the baseline, written commentary explaining what moved and why, and a single recommended action for the coming month.
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Quarterly
Strategy against the original plan
We review the whole system against what we said it would do. What worked gets more budget, what did not gets stopped. Honest assessment of anything that underperformed, including our own work.
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Continuous
Alerts rather than surprises
Automations fail quietly when a connected tool changes. Monitoring and error alerts run constantly, so a broken lead route surfaces immediately instead of appearing as a bad month later.
Client work in progress. Negivu Digital is a new agency and client engagements are currently being documented for publication. Nothing on this page is presented as a past result. If you would like to speak with a reference directly, ask on your strategy call and we will arrange it.
Next step
Find out what your current numbers can and cannot tell you.
Book a strategy call. We will look at what you are tracking today, show you which of these five numbers you can already answer, and what it would take to answer the rest.