MethodologyHow the audit is run
Reports describe. Platforms show. We go to the platforms.
Eight principles govern every Funnel Audit. They are the reason the report can be trusted by the person who has to act on it and checked by the person who has to validate it.
[ 01 ]Principles
Eight rules, applied every time.
Primary-source verification
Important claims are traced to the system that produced them. We distinguish platform data, reporting outputs, client statements, direct observations and inferences, and say which is which.
Evidence reconciliation
Figures that appear in two places are compared side by side. A dashboard is not accurate because it renders. Disagreements are investigated, not averaged.
End-to-end funnel investigation
We follow the buyer's path directly: click the calls to action, read the forms, watch the network requests, and record what each completion looks like to your systems.
Measurement versus performance
A funnel that performs poorly and a funnel that cannot measure its performance are different problems. The report keeps them apart and sequences the fixes accordingly.
Explicit confidence levels
Every conclusion is labelled confirmed, supported, tentative or unknown, with the reason. Limits of access and evidence are stated, not smoothed over.
Reproducible findings
Each figure cites the screenshot, export or observation it came from, so a client or another analyst can retrace the reasoning.
Prioritised action
Findings become a sequenced plan: what to fix first, what access or approval each step needs, and what it is intended to establish or improve.
Intellectual honesty
Our own first-pass conclusions are retested. When one does not survive, the report says so, keeps the record of what changed, and explains why.
[ 02 ]Confidence scale
What the labels mean.
- Confirmed
- Read directly in a primary source, walked in person or watched fire
- Supported
- Two independent sources agree, or a report reconciles to the platform behind it
- Tentative
- One source, a client statement or an inference. Reported with the test that would settle it
- Unknown
- Outside the access or evidence available. Stated, with what would be required
Within findings, confidence may be split: high on what was seen, low on why. The report says which part is which.
[ 03 ]Access
Read-only, scoped, and never a condition of starting.
The audit works with whatever access you can grant and says plainly what it could not open. Typical read-only access covers web analytics, the ad accounts, the tag container, the CRM, the booking tool and any dashboards or reports already in use. Where a login is required and not granted, we stop at the login screen and record it.
We do not submit forms, change settings, create contacts or spend budget during the audit unless you ask for a specific test and approve it in writing. Test submissions that would create a CRM record are always your call.
[ 04 ]The report
One structure, adapted to each engagement.
Reports follow a fixed order: executive summary, engagement scope, funnel overview, findings, measurement and data quality, claims tested, conclusions, recommendations and roadmap, open questions, and an evidence index. Sections that do not apply are left out rather than padded.
Reports are delivered as private, access-controlled web pages that print cleanly to PDF. Screenshots and exports stay with you and with us; they are referenced from the report, not published with it.