Advertising Waste Audit

Reconcile before you optimize

Purpose: Find out how many of a platform’s claimed conversions are customers you can actually find in your own records, before trusting anything else in the account.
Inputs: One month of platform exports: spend and conversions by campaign and day
The same month’s leads, orders, or calls from the business’s own records
Method: Pull conversions by campaign and day from the platform, with the attribution rule named
Pull every lead, order, booking, or call for the same month from wherever the business keeps its truth
Match them lead by lead, order by order
Walk each platform conversion down the ladder and write the number at each rung
Output: A reconciliation ladder from platform-reported conversions down to customers you can verify, and the size of the gap.
Data: CRM Advertising platforms Spreadsheets and interviews

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