Find out which of your marketing actually produced a client.
Most firms can report what marketing cost and what it reached. Very few can name the clients it produced. This agent joins the spend to the enquiry and the enquiry to the client, and says plainly which channels produced nothing.
What the marketing performance agent does
What you spent. What it produced.
Marketing reporting in a firm of this size usually describes activity rather than outcome. The ad platform reports what it can see, which is up to the click. The website reports visits. The enquiries land in an inbox or a form and get worked, and nobody ever joins the two ends together, because doing it by hand takes a day and the day never comes.
The agent does the join. It reads from the platforms, the site and the system where enquiries and clients are recorded, and reports cost per enquiry and cost per client by channel and by campaign. The second of those two numbers is where firms get their surprise, because the channel producing the most enquiries is frequently not the one producing the most clients, and lead volume hides that entirely.
It is also built to be honest about its own limits. Referrals and reputation produce a significant share of professional services work and leave no click behind. Those are reported as unattributed rather than credited to whatever was touched last. Knowing that a third of your clients arrived with no traceable source is a genuine finding, and any model that explains everything is quietly inventing part of it.
It closes the loop on the other two. The search and AI visibility agent finds the gaps, the content agent fills them, and this one reports what came back. Where the numbers are only as good as the underlying records, the data quality agent deals with the duplicates that break attribution before it starts.
Capabilities
What it handles.
Enquiries traced back to source
Every enquiry recorded against what produced it, joined up across the ad platforms, the website and whatever your team writes down when somebody makes contact. The join is the work. It is also the step nobody has time to do by hand.
Followed through to clients, not stopped at leads
The channel producing the most enquiries is very often not the channel producing the most clients, and a report that stops at lead volume hides that completely. Performance is measured at the point money changes hands.
Cost per enquiry and cost per client by channel
What each channel costs to produce one enquiry, and what it costs to produce one client. Two numbers that make an uncomfortable amount of marketing spend easy to judge, and that almost no firm of this size currently has.
The channels producing nothing, named
Spend that has quietly produced no clients in six months is reported as exactly that. This is the single most valuable output and the one a report built by the people running the campaigns rarely contains.
Honest treatment of what cannot be attributed
Referrals, reputation and the conversation at an event have no click to record. They are reported as unattributed rather than assigned to whatever happened to be touched last. A model that explains one hundred per cent of everything is not being straight with you.
Reported on a rhythm
A set schedule rather than whenever somebody finally builds the spreadsheet, which in most firms means shortly before the budget conversation and never at the point a decision could still be changed.
Who it is for
Built for firms paying for marketing they cannot yet judge.
Managing directors signing off spend
You approve a marketing budget every year and you are shown activity in return. Impressions, followers, visits. What you cannot currently get is the list of clients that spend produced, which is the only figure that settles the question.
Marketing managers defending a budget
You are asked to justify the spend with numbers that describe reach rather than revenue. Attribution that runs through to clients turns that conversation from a defence into a case, and occasionally into an argument for more.
Firms running several channels at once
Paid search, social, events, sponsorship and a newsletter, each partly funded and none properly measured. The most common outcome is that two of them work, one is invisible and the rest are being paid for out of habit.
Firms about to increase spend
The worst moment to have no attribution is just before you scale. Doubling a budget without knowing which half works is how a firm spends twice as much and produces roughly the same number of clients.
What is included
What you get.
Connections to the ad platforms, the website and the system where enquiries and clients are recorded.
Enquiries traced back to source and forward to whether they converted, on your own definitions of a lead and a client.
Cost per enquiry and cost per client reported by channel and by campaign.
The channels and campaigns producing nothing over the period, named rather than averaged away.
Unattributable enquiries reported honestly as unattributed, with the proportion made visible.
A report on your chosen rhythm, in a form that can be taken into a budget conversation as it stands.
How it gets built
How it gets built.
01
Define an enquiry, a qualified lead and a client
Three words that everybody assumes are settled and rarely are. They get written down and agreed here, because every number the agent produces depends on them and most arguments about marketing performance are really arguments about these definitions.
02
Map what is currently recorded
We follow an enquiry through from first contact to client and find where the trail breaks. This step alone usually explains why previous attempts at attribution produced numbers nobody believed.
03
Report a period you already have opinions about
The agent runs over a past period and the output is checked against what your team believes happened. Where the two disagree, one of them is wrong, and finding out which before go live is the point of the exercise.
04
Set the rhythm and the format
You choose how often it reports and in what shape, so it arrives in a form that can be taken straight into the budget conversation rather than reworked into slides first.
Why Delancy
Against a spend you cannot connect to a single client.
Clients, not clicks
Almost every marketing report available to a firm your size stops at the enquiry, because that is where the ad platforms stop. Carrying it through to whether the enquiry became a client changes which channel looks good, frequently by a lot.
Honest about the unattributable
Some of your best work comes from a referral with no digital trail. Pretending otherwise to make a model balance produces confident numbers that are wrong. Reporting the unattributed share plainly is more useful and more defensible.
Built on your definitions
What counts as an enquiry, what counts as qualified and what counts as a client are your definitions, written down during the build. Most disagreements about marketing performance turn out to be disagreements about those three words.
No ongoing dependency
The agent runs in your environment against your own systems, with the definitions documented and the price agreed before build. You are not renting seats on an attribution platform to find out where your clients came from.
Frequently Asked Questions
Common Questions.
The management reporting agent assembles the recurring pack from your finance systems for the board and the management team. This agent answers one question that pack cannot, which is what the marketing spend produced. Different sources, different audience, different decision. Firms often run both, and the marketing numbers can feed the pack.
It is usually the reason to start. The first output is normally a clear statement of where the tracking breaks, which enquiries arrive with no source at all and what would need to change to close the gap. That picture is worth having on its own, and it is cheaper than continuing to spend against numbers nobody trusts.
Not reliably, and it does not pretend to. Where a referral has no recorded source it is reported as unattributed. What the agent can do is show the size of that share, which for professional firms is often substantial and is itself a useful finding, because it tells you how much of your growth depends on reputation rather than spend.
No. The agent reads from what you already run. Where a system genuinely holds nothing usable, that is reported rather than worked around, and the fix is normally a small change to what your team records at the point of enquiry rather than a new platform.
It reports what each channel cost and produced, and flags the ones producing nothing. The decision to move money stays with a person, because that call involves things outside the data such as a market you are entering deliberately or a channel you are prepared to lose money on for a period.
Pilots start from £2,500. The price is agreed before any build starts. Where the agent relies on third-party services to run, those operational costs sit with you and are made clear before build begins.
FREE ASSESSMENT
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Take the assessmentName the last client your marketing spend produced.
Book a discovery call. We will follow one enquiry from first contact to client and show you where the trail currently breaks.
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