Investing in campaigns without knowing which leads arrive and what each one costs is not marketing: it is hope with an invoice attached. We start by defining what counts as a result, we measure, and only then do we push.
report --month --channel
impressions ........ 48,200
clicks ............. 1,450 3.0%
leads .............. 62 4.3% of clicks
[ok] cost per lead: €19.40 — down from €34
report --what-to-change
the landing page loses 71% of the clicks
waiting
$ ./campagna --report
Every step loses someone, and that is normal. What is not normal is not knowing where they are lost and what the survivors cost: that is what decides whether a campaign gets pushed or switched off.
spend 1.203 € cost per lead 19,40 €
Typical proportions for a local campaign, not any particular client's figures. The number that matters is the last one: it is the only one that ends up on an invoice.
// when you need it
You do not need one more campaign. You need to know what is happening to the ones you already run.
// what we set up
The order is not a detail: running campaigns before defining what counts as a result produces numbers you cannot use.
Not "a visit": a quote request, a booked call, a phone call. We define it together, because your sales process decides it, not a tool.
Events measured server-side where it matters, so the numbers do not vanish when someone declines cookies. It is why a lot of reports quietly became useless.
Budget, audience and objective per channel, with a cost-per-lead threshold beyond which it stops. A campaign with no threshold is spending that justifies itself.
Not what happened: what to do next week. If a report does not produce a decision, it is a file.
// how we get there
In the first month we usually do not increase spend at all: we put the measurement in place. It is the month that makes every month after it useful.
What arrives today, from where, and what it costs. You need a number to start from, or "it is going better" stays a feeling.
Events defined around your sales process, verified one by one. An event that fires twice falsifies everything downstream of it.
One channel, one audience, one objective. You learn more from one small campaign read properly than from three big ones read at a glance.
An hour a month on the numbers, with the decisions written down. It is the part that turns tracking into money.
$ ./cost-per-lead --yours
Put in your two numbers. The rest is arithmetic: at the same spend, every point of cost removed is one more lead coming in.
Cost per lead, today € 62,50
The three curves are scenarios, not a forecast. The arithmetic is exact — take out a given amount of cost and that budget buys a given number of extra leads — but how much cost can genuinely be taken out depends on where you start, and nobody knows that before measuring. Measuring is the first work we do, and it is why tracking comes before spending.
$ cat stack.json
$ ./domande --frequenti
Less than people think to find out whether it works, more than people think to scale it. A few hundred euro a month on a single channel already produces readable data; what you need after that is decided by the data, not by us.
On paid campaigns, weeks. On SEO, months — and anyone promising rankings in three months is selling you something else. We say it up front, because it is the promise almost every relationship breaks on.
Set up the way we set it up, yes: scripts blocked before consent, server-side measurement where it matters, no personal data where it should not be. That is also why the numbers stay trustworthy.
Yes, and it happens often: we put the measurement in place and they keep running campaigns, or the other way round. It just needs to be clear who touches what, or you break each other’s tracking.
Text, photo and video, yes, with the rest of the team. A channel fed by badly made content costs the same and returns far less: it is the expense people notice last.
We tell you. Sometimes the right answer is to fix the landing page rather than buy more clicks, or that a channel is not yours. Carrying on spending to avoid admitting it is the most expensive way to do marketing.
fymera init --project "yours"
Thirty minutes on video over your ad account and your analytics. If the tracking is broken, half an hour is enough to see it.
