Channel performance report

Counting traffic, cost per channel, how inquiries convert, and the regular report come together in one view, with the numbers ready before the meeting.

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The reality of integrated measurement
Confidence in the data

The numbers are scattered channel by channel and counted on different rules. So even at month-end you don't know exactly where customers came from. It isn't only your problem. Only 38% of marketers measure integrated ROI across traditional and digital, while 84% say they're confident in their ROI measurement. When confidence and the ability to measure are this far apart, budget moves on impression instead of evidence.

A question like this, handled like this.

We gather the work as it actually arrives, and record what each step is judged against.

Collect the numbers

Gather per-channel numbers from traffic analytics, ad accounts, and inquiry records. Keep the raw value and the time it was collected.

Judgment What is this value, and as of when.
Align the rules

Line up the different counting rules across channels. Items that can't be aligned aren't forced together; they're marked as different.

Judgment Are we counting the same thing, or trying to combine different things.
Connect inquiry conversion

Connect traffic through to inquiries per channel, and leave inquiries of unknown origin as unknown.

Judgment Can we state the source of this inquiry.
Compute cost against result

Attach per-channel cost and produce cost per inquiry. Channels on different rules sit side by side but aren't compared.

Judgment Is this a comparable channel.
Raise the judgment items

Mark only the items where budget should move or a channel should stop, with reasons, and hand them to a person to confirm.

Judgment Is a judgment needed now, or do we watch one more round.

Rules we can't align, we don't combine.

We settle the exceptions that actually come up before they do. When a rule doesn't fit, we don't force it through. It goes to a person, with the evidence.

Exception Per-channel counting rules can't be aligned in the end

Don't combine into one number; state plainly in the report that the rules differ. A combined number is more dangerous than a wrong one.

Exception An inquiry's source can't be known

Don't distribute it arbitrarily; leave it as unknown. The unknown rate itself is a metric.

Exception A new channel with too small a sample

Compute cost per inquiry but don't use it as a basis for judgment; mark it on hold until the sample builds.

A person decides where the budget moves.

Anything touching money, contracts, personal data, or the brand is drafted and no further. It sends only after a person approves.

Raising or cutting the ad budget

Money moves, and it takes time to reverse.
Stopping or expanding a channel

A stopped channel's traffic doesn't recover at once.
Figures disclosed publicly

Performance figures without objective substantiation are a problem under US advertising law (the FTC Act).
A change to the counting rules themselves

Change the rules and comparison with the past breaks.

How you know it worked

Are we counting the same thing.

The reality of integrated measurement

38% of marketers measure ROI across traditional and digital together, yet 84% are confident in their measurement (Nielsen Annual Marketing Report, 2024)

The gap between confidence and the ability to measure is what moves budget onto impression.

Confidence in the data

26% of marketers are fully confident in their audience data (Nielsen Annual Marketing Report, 2022)

Aligning the rules comes before growing the numbers.

The unknown-origin rate

A low value isn't a good value; it's evidence you're counting honestly. Zero means something is being distributed arbitrarily somewhere.

Rule

Performance figures disclosed publicly must have objective substantiation, and unsubstantiated claims are deceptive under US advertising law (the FTC Act). Where traffic analytics and ad accounts handle information that can identify a person, a lawful basis under privacy law like the CCPA and CPRA is required.

There is less that a person has to hold on to.

Once the scattered checks and repeat replies are drafted and sorted, your staff can spend the day on review and exceptions, and you look only at the decisions that matter.

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Today

Checks pile up on a person.

The numbers are scattered by channel, so even at month-end you don't really know where customers come from.

With Velros running it

The work arrives ready to go.

Traffic, inquiries, and conversion by channel are laid out in one format, leaving just the call of where to spend more.

Inquiry conversion by channel Cost per inquiry On-time reporting rate

What people ask before they hand this over

The things people actually check first about Channel performance report.

Do you decide the budget allocation too.

No. We attach per-channel result and cost and the parts where the rules don't match, and raise the basis for a judgment; a person decides where the budget moves. Only items needing a judgment are raised, the rest stay in the report.

How do you handle inquiries with an unknown source.

We leave them as unknown. Distributing them across channels to match the proportions makes the report tidy but the judgment wrong. We keep the unknown rate itself as a metric and treat reducing it separately.

What to sort out next

Hiring pipeline

Hiring pipeline can be joined up the same way, on the channels you already use, from intake through to the approval queue.

Onboarding checklist completion rate

Onboarding and offboarding

Onboarding and offboarding can be joined up the same way, on the channels you already use, from intake through to the approval queue.

PTO usage rate

PTO and attendance

PTO and attendance can be joined up the same way, on the channels you already use, from intake through to the approval queue.

See every workflow

Inquiries, bookings, quotes, order updates. You can compare the work that keeps a person busy, side by side.

We start with the work that keeps a person tied up.

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