Measurement Framework

from €11,000

Attribution, incrementality and business impact, no full rebuild.

Deliverable: One agreed set of numbers for marketing and finance, wired into the stack you already run, with the attribution logic written down.
For whom: Teams where platform ROAS is the only number, where marketing and finance report different figures for the same quarter, or where the CFO asks what the spend actually did and nobody can answer without a caveat.
Exit: Built to Leave. The definitions, the model and the reporting run on your side. We are not in the loop when the numbers are needed.

Where it sits

The marketing measurement: what marketing actually drove, through attribution and incrementality. It runs on the data foundation from Data Mapping.

When: the CFO asks what the spend did and the answer needs a caveat.

What it is

Only 3 % of European CMOs can tie more than half their budget to a measurable outcome. That is rarely a tooling problem. It is that nobody agreed what counts as a conversion, who owns the definition, and which number wins when two systems disagree.

We fix the measurement layer on top of the operation you already run. No new stack, no campaign rebuild.

What you get

A metric dictionary your team owns. Every number defined, with the owner and the source system named.
A verified measurement layer. Tracking checked end to end, gaps documented, the known blind spots written down instead of hidden.
An attribution model with its assumptions on the page. Including what it cannot see.
Incrementality evidence. Where it is affordable, or a clear statement why it is not yet.
Reporting templates plus decision rules. What to do when a number moves, not just that it moved.
Control in ROA. Reporting effort before and after, measured, because the work that disappears is part of the return.

How it ends

Fixed scope, defined end, no retainer by default. You keep the definitions, the model, the reporting and the decision rules. The test is simple: the next time the board asks what marketing did, your team answers without calling us.

What we do.

Five moves, in order, on the operation you already have.

Agree the metrics

With marketing and finance in the same room, so one definition survives both.

Verify the plumbing

Events, pixels, conversion APIs, consent, offline and CRM-side conversions. What is actually being counted, and what is being double-counted.

Fit the attribution model to your reality

Not the vendor default and not a theory, but a model that matches your sales cycle and your channel mix.

Test incrementality where the volume allows it

Geo or holdout, scoped to what your spend can actually prove. Where it cannot, we say so rather than sell you a study.

Build the reporting both sides read

One view for the operators, one for the board, from the same source.

Where this sits in the four phases.

Every service runs through the same method: shadow the live operation, design the architecture, operate with your team, then hand over.

Phase 0 This service

Shadowing Blueprint

Diagnose in your live operation. Decision logic, data flows, role boundaries. We watch how the work actually gets decided before we touch anything.

Phase 1 This service

Design Architecture

Channel logic, audience model, KPI framework, MarTech, workflow. The operating system on paper, agreed with your leadership before we build.

Phase 2

Operate Running system

Operate with your team. Forecasting, media buying, automation. Enablement runs in parallel so ownership moves to your people while the system runs.

Phase 3 This service

Control Handover

Attribution, incrementality, business impact. Then the handover cut: documentation, access, and usually the full-time leader we helped you hire.

Proof

Global Travel Retail Group. Over 500 Power BI dashboards for sales data and not a single advertising benchmark. We built the benchmark layer, straightened out attribution, reworked pixel and conversion API logic and rebuilt reporting off one source. It now feeds pricing, forecasting and sales argumentation at once, run by their own team, alongside +39 % ROAS overall.

Leading German Digital Agency, DACH. Reporting on the lead account went from about a week to about a day, with a weekly, monthly and full-year cadence across a multi-market portfolio.

Leading EU Medical Cannabis Producer. The conversion that mattered sat behind a medical process, not in the ad account. Tracking and UTM structure made registrations measurable in the first place, which is what turned cost per registration into a number that could be steered, from €68.67 to €18.32 within a quarter.

Not inside

A stack rebuild: consolidating or replacing tools is MarTech Tool Stacking. A data foundation: restructuring the underlying data is Data Mapping. A specific leak: one broken step in the funnel is Funnel Recovery. Running the campaigns: that is a Fractional Performance Marketer or an Interim Paid Media Team.

Runs well with

Start the conversation on Measurement Framework

No cart, no checkout. You tell us the situation, an operator reads it, and we come back with scope and price.