AUDIENCES
MATCHBACK
DASHBOARD
Targeting and measurement
Custom-layered audiences, one-to-one matchback, a live dashboard and a weekly recap.
COST PER LEAD, ONE OPTIMIZATION LOOP: DOWN 87%
$204
$26
MONTH 0
MONTH 6
One lead-generation client, month 0 to month 6. Lead volume more than doubled over the same period.
RESULTS ACROSS THE SYSTEM
more monthly leads, documented
lower cost per lead in six months
return on ad spend, tour operator
Your CFO is asking harder questions than a platform dashboard can answer
63% of CMOs feel more CFO pressure to prove marketing's value (The CMO Survey, 2025). Finance wants one cost per lead it can check.
The dashboard is the report
Spend, leads and cost per lead, live. A weekly Slack recap says what moved.
The 87% on the chart came out of this loop
Track every lead source. Move budget weekly to what carries the cost. Reset monthly and quarterly.
[ HOW WE RUN IT ]
Instrument, baseline, move, review.
01 Instrument
Pixels, UTMs and call tracking on every lead source before spend. CRM connected for matchback.
02 Baseline
First flight runs against the chosen methods. Starting CPL and volume logged.
03 Read and move
Weekly recap names what carried the cost. Budget moves to it.
04 Review
Monthly targets reset against the baseline. Quarterly plan reset.
[ NINE WAYS TO PROVE IT ]
Each method answers one question finance asks.
Brand lift
Exposed vs control. Needs enough reach for a control group.
After-ad influence
Category search and browsing after exposure. Measured platform-side.
Post-view website visits
Who came, and how soon. Needs a site pixel.
Search and social impact
Conversions on search and social, by UTM. We set it up.
Online purchase and revenue
Each tracked sale, to the dollar. Needs a revenue pixel.
Foot traffic
Store visits verified by device location. Needs store addresses.
First-party matchback
Named customers who bought after exposure. Needs a CRM export.
Retail media
Sales through retail partners, where data access exists.
App installs
Installs that followed exposure. Needs your app measurement connection.
[ WHAT YOU GET ]
Six things that survive the finance meeting.
A live dashboard
Spend, leads, cost per lead and the conversions behind them, by channel.
A weekly recap in Slack
What moved and where budget shifted.
A tracking map
Every lead source, what fires, where it reports.
An attribution plan
Picked from the nine methods, set before launch, with a holdout where budget warrants.
First-party matchback
Against your CRM, one to one, so the lead count is your count.
Monthly notes, quarterly reset
Baseline cost per lead on every page.