Digital marketing and growth, measured against revenue
Campaigns built on accurate measurement, giving you a clear view of which channels acquire your customers.
- Paid campaigns
- Funnel design
- Analytics
- CRO
The challenge
Common challenges.
Marketing reports often overstate results. Each advertising platform claims credit for the same customers, so combined platform-reported conversions frequently exceed actual revenue.
Measurement is often set up after campaigns launch. Without defined events and consistent identifiers across systems, it is difficult to connect an ad click to a closed sale weeks later, and budget decisions are made without reliable data.
Optimisation often focuses on reducing cost per click rather than improving conversion. In many cases the greatest return comes from improving the funnel itself, such as page speed, form length and mobile sign-up flows.
What we deliver
Deliverables.
Everything listed below is handed over to you at the end of the engagement.
Measurement framework
A tracking plan agreed before spend begins, defining key events, their properties and identifiers that connect advertising, product and revenue data.
Server-side event collection
Conversion data sent from the server as well as the browser, reducing data loss from ad blockers and tracking prevention.
Funnels and landing pages
Fast, accessible, campaign-specific landing pages built for conversion.
Campaign management
Paid search, paid social and retargeting managed against your own measurement, with budget allocated on evidence.
Conversion rate optimisation
Prioritised experiments on the funnel steps with the largest drop-off, sized to produce statistically meaningful results.
Process
Project timeline.
Typical timelines. Exact durations are confirmed during the Discover stage.
- 01
Instrument
2–3 weeks
The tracking plan, identity model and reporting, configured and verified against your revenue data before budget is committed.
- 02
Baseline
2 weeks
Current funnel performance measured end to end, providing a baseline for future improvements.
- 03
Build and launch
3–6 weeks
Landing pages, campaign structure and creative, launched with a controlled initial budget before scaling.
- 04
Optimise
Ongoing
Weekly campaign optimisation, a rolling programme of funnel experiments and monthly reporting reconciled to your financial data.
Technology
Technology stack.
Measurement
- GA4
- BigQuery
- Server-side tagging
- Customer.io
Raw event data is stored in your own data warehouse as a single source of truth.
Channels
- Google Ads
- Meta
- Email lifecycle
We focus on a small number of well-managed channels.
Funnel
- Next.js landing pages
- A/B testing
- Session replay
Landing pages are custom-built for speed, which has a direct effect on conversion.
Why attribution figures differ between platforms
Businesses running several marketing channels often find that combined platform-reported conversions exceed the number of customers acquired. This is expected: each platform measures conversions using its own attribution window and its own view of the user, so the same customer can be counted more than once.
For example, if a customer sees a social media ad on Monday, searches for your brand on Wednesday and then converts, both platforms may report the conversion. Each additional channel increases this overlap.
Last-click attribution, the default in many analytics tools, gives full credit to the final interaction before conversion. This tends to overvalue brand search and retargeting and undervalue the channels that generated initial demand.
The most reliable approach is a single source of truth: raw events collected in your own data warehouse, linked by a consistent identity model and reconciled with your financial records. Platform dashboards remain useful for day-to-day channel management, while budget allocation is based on your own data.
Engagement models
Flexible ways to work with us.
Pricing depends on scope and is provided after an initial consultation.
Fixed-scope project
Measurement and funnel setup, without ongoing campaign management.
Considerations
Your team manages campaigns on the foundation we deliver. Best suited to organisations with an in-house marketing team.
Dedicated team
Ambitious growth targets that require marketing and product to work closely each week.
Considerations
The highest-investment option, suited to businesses whose funnel changes frequently.
Retainer
Ongoing campaign management and a rolling experimentation programme.
Considerations
Media spend is billed directly to your own accounts, with no mark-up.
Questions
Frequently asked questions.
- Why do your numbers differ from those in Google Ads?
- Each advertising platform counts the conversions it was involved in, so totals across platforms overlap and can exceed actual revenue. We report from your own data warehouse using a single identity model reconciled with your finance data. Platform figures remain useful for managing individual channels.
- How much should we spend to start?
- Enough to generate at least thirty to fifty conversions per month in each channel being tested, so results are statistically meaningful. If the budget is below this level, we recommend investing in the funnel and organic search first.
- Can you work with our existing agency?
- Yes. A common arrangement is for Panzex to manage measurement, the funnel and landing pages while your agency continues to run media buying, with both working from the same agreed figures.
- Is SEO or paid advertising the better investment?
- They serve different purposes. Paid advertising delivers immediate, controllable traffic that stops when spend stops. Organic search builds gradually and continues to deliver over time. Most businesses benefit from both, balanced according to how quickly they need results.
- What is conversion rate optimisation worth?
- Often more than an equivalent investment in traffic. Doubling the conversion rate has the same effect as doubling the budget, and the improvement applies across every channel. Effective testing requires sufficient traffic; below a few thousand relevant visitors a month, qualitative research is usually more effective.
- Do you mark up media spend?
- No. Advertising spend is billed directly to your own accounts. We charge only for our work.
Let’s discuss your project.
Book a free 30-minute scoping call to discuss feasibility, budget and timeline.