Data checklist
What we'll ask you to export.
Three kinds of records, ideally covering 12 months or more. They don't need to be tidy. They need to exist.
01 · Leads
Every inquiry
One row per lead, from your CRM, lead inbox or spreadsheet.
- Lead date
- Lead source (Google, Angi, referral…)
- Status or stage
- A name or ID to match it to a signed job
02 · Signed jobs
Every contract
Often the same export as leads, or a separate client or job list.
- Signed date
- Contract value
- The same name or ID as the lead
03 · Spend
Every paid channel
From invoices, ad accounts or your bookkeeping.
- Monthly spend per channel
- Agency or vendor fees, if separate
- Any contract or subscription terms
Quick self-check
Is your data ready?
If you can answer yes to these, an audit can almost certainly answer your question.
- For most leads, I can tell which channel they came from.
- For most leads, I can tell whether they became a signed job.
- I can pull at least 12 months of those records.
- I know roughly what I spent on each paid channel, month by month.
- I pay for at least two marketing channels.
Common gaps, and what happens next
| If… | Then |
|---|---|
| Some lead sources are blank or inconsistent | Normal. We clean and group them as part of the audit. |
| Leads and signed jobs live in different systems | Fine, as long as there's a name, email, phone or ID to match on. |
| Spend is only available as invoices | We can work from those. Monthly totals per channel are enough. |
| The records are far messier than expected | We stop and offer a revised price before continuing. If you decline, your deposit is refunded in full. |
| Lead source or outcome isn't tracked at all | Start with the $500 tracking setup, then audit once data builds up. |
About customer information
We don't need your customers' names, emails, phone numbers or addresses for the analysis itself. If your export includes them, we'll use them only to match leads to signed jobs and then remove them. If you'd rather strip them yourself, replace them with a matching ID.
Budget season
Setting a 2027 budget or renewing a lead vendor?
Get a fixed-price answer on which channels produce signed jobs, in 2 weeks.