Advertising Waste Audit

Find the advertising waste

Purpose: Sort suspect ad spend into the kind of waste it actually is, since each kind takes different evidence and allows a different fix.
Inputs: One month of platform exports: spend and conversions by campaign and day, with the attribution rule named
The same month’s leads, orders, or calls from wherever the business keeps its truth
Method: Sort every suspect dollar into one of four kinds: visible, mis-measured, opaque, or cannibalistic
Write down why each slice fails, in the kind’s own terms
Bound the opaque spend you cannot classify, and decide deliberately whether to keep buying it
Add up each kind separately; the buckets never sum into one number
Output: The reconciliation, the findings by kind and size, the opaque number, and the claims the brief refuses to make.
Data: CRM Advertising platforms Spreadsheets and interviews

The reasoning behind this one capability, with a worked example.