Package 1
One scorecard
Completion and drop-off tracked from day one, because a build with no measurement cannot be improved later. The monthly read is not included.
Funnel analytics and reporting
One question is costing you most of your leads
Somewhere in the run there is one screen where paid visitors stop. Your form cannot report it, because a form only records the people who reached the end. Measure it and the fix is a morning’s work on a single line of text.
Not open yet. When it opens, the report tells you which part of your spend is going missing first.
Where they leave
- Screen 1
- Screen 2
- Screen 3
- Screen 4 (they stop here)
- Screen 5
- Screen 6
Illustrative. RampFunnels is pre-launch, so the drawing shows a shape and no rates. One screen sheds most of the traffic.
The problem
A form has one number and it arrives too late to act on
Submissions went up, or submissions went down. Neither version tells you what to do on Monday.
The reason is structural, not a tooling gap. A form is a single event. Everyone who does not submit it leaves no record at all, so the only people you can study are the ones who already converted. You end up optimising for an audience you had already won.
A run of questions is the opposite. Every screen is an event, every answer is stored, and the people who leave halfway leave a trail showing exactly where. That is a different class of information, and it is available from the first week of traffic.
It also produces something nobody buys it for. A few hundred responses is a survey of your market, answered honestly, paid for by a budget you had already committed.
What gets measured
Seven measures, and what each one changes
If a measure cannot fill the third column, it is a vanity metric and it is not on this list.
- Measure
Completion, by traffic source
What it tells youWhich campaigns send people who will finish and which send people who will not.
What changes as a resultBudget moves off the sources that fill the top and empty the bottom. That is usually the first month’s whole return.
- Measure
Drop-off, question by question
What it tells youThe exact screen where paid visitors stop. Almost always one, almost never the one anyone guessed.
What changes as a resultThat question gets reworded, moved later, made optional, or cut. No form can report this, because a form only records the people who got to the end.
- Measure
Time on each screen
What it tells youWhich questions are hard to answer rather than unwelcome. A long pause and an exit are different problems.
What changes as a resultHard questions get examples or ranges instead of a blank box. Unwelcome ones get moved behind the score.
- Measure
Score distribution
What it tells youWhether the bands are sorting anyone. Three quarters of respondents in one band is a model doing no work.
What changes as a resultWeighting and thresholds get rewritten so the top band is small enough that your sales team believes it.
- Measure
Answer frequency, per option
What it tells youWhat the market actually looks like. Every response is a survey of your buyers that you did not pay for.
What changes as a resultFeeds the sales pitch, the objection handling and the next quarter’s content. This is the one clients keep after the engagement ends.
- Measure
Capture rate at the email step
What it tells youHow many people did the work and then refused to identify themselves.
What changes as a resultWhat is promised at that step gets rewritten, or the step moves. Both are measurable within a fortnight on live traffic.
- Measure
Band to meeting, band to deal
What it tells youWhether a high score predicts a customer. The only number that decides if any of this was worth doing.
What changes as a resultThe bands get re-cut against closed business rather than against opinion, and the routing rules follow.
Row four is the one that starts arguments, and it should. A score distribution where almost everybody lands in the same band means the model is not sorting anyone, which is a scoring problem, not a reporting one.
How it runs
Three weeks to set up, then it runs on a monthly cycle
The setup is short and the value is cumulative, which is the opposite of how most reporting projects are sold.
Agree the definitions
What counts as a completion, what counts as a lead, and which stage in your CRM means a real opportunity. Written down and signed, because half of all reporting arguments are two people using one word differently.
Week 1
Wire it end to end
Events on every screen, the score written into the CRM record, and the source carried the whole way through. Without that last part nothing can be attributed to the spend that paid for it.
Weeks 2 to 3
Report it monthly
One page for whoever owns the budget, the full read for whoever owns the funnel, and a short list of what to change. Written by a person, not exported.
Every month
Three weeks is where we would scope a single instrument with one CRM behind it. Multiple brands, multiple regions or a CRM that nobody has tidied since 2021 will take longer, and we will say so before you commit rather than in month two.
What you have at the end
Four things, in your accounts, readable without us
- A live dashboard with the seven measures on it, in your own analytics account.
- The definitions sheet, so nobody argues about what a lead means six months from now.
- A monthly written read on what moved, what did not, and the one change worth making next.
- The raw answer data, exportable, yours, and more useful than the dashboard for anyone writing a sales pitch or a bid.
The dashboard is built in whatever you already use. We do not sell a portal, because a portal you lose access to at the end of a contract is not a deliverable.
Packages
Tracked in all three, read aloud in one
Separated by scope, not by how many hours anyone bills.
Package 2
The funnel around it
The full instrumentation, the dashboard and the definitions sheet, wired through to the CRM so a score arrives attached to a source.
Package 3
The programme
All of it, plus the monthly written read and the changes that come out of it. This is where measurement stops being a report and starts being leads.
Prices go on the pricing page as numbers once they are fixed. Until then the scope is the honest part, and the scope is above.
What is in each packageWhere this is the lead need
Four sectors where the argument is settled by evidence or not at all
Long cycles, big deals, or a renewal conversation that currently runs on goodwill.
Manufacturing
Long cycles, small numbers of large deals. Band to deal is the only measure that settles whether the spend worked, and it takes a year to read.
Logistics and freight
Enquiries arrive priced rather than qualified. Answer frequency across the response set shows where you are being shopped and where you are being chosen.
Vertical SaaS
Score distribution is the product roadmap in disguise, because the questions most of the market fails are the ones your category exists to answer.
Events and conferences
Sponsor renewals are argued on relationship. A measured set of responses turns that conversation into evidence long before the renewal invoice.
Questions
The five things people ask before they buy this
Analytics reports page views and one conversion event. It cannot see inside the run, so it cannot tell you which screen people leave on, which score they got, or whether the high scorers ever became customers. That is the whole difference, and it is the part that changes what you do next week.
Your turn
Start by finding out what you cannot currently see
The scorecard rates your funnel on the four things that decide whether traffic becomes revenue, and measurement is one of them.
Not open yet. The score and the report are yours whether or not we ever speak.