the wingman project

§III.08 Analytics · Run · Performance

Every number, properly tracked.Every insight, plainly reported.

Analytics is the part most agencies fake: a monthly PDF stuffed with vanity metrics, mailed out in the hope that nobody reads it carefully. We run analytics as a live system: real dashboards, real attribution, real conclusions. And you see all of it, in real time.

Start measuring honestlySkip to what lands on your desk
fig. 00 · the noise floor: everything reporting, nothing agreeing↘ the signal is in there
fig. 00 · the noise floor↘ signal

The difference between a dashboard that impressesand a number you can act on.

Impressions, up and to the right.of what? on whom?

What does a new customer cost, blended, every channel in the denominator?

Engagement, narrated kindly.applause is not revenue

Which channel actually moved revenue, and which one merely claimed it?

Platform-reported ROAS.the platform grades its own homework

What is paid really returning, measured by someone with no stake in the answer?

A 40-page monthly PDF.shipped hoping nobody reads carefully

What changed, why did it change, and what do we do on Monday?

we only build the second kind.

the instrument · part i: what honest measurement looks like

fig. 01 · the honest chart, anatomizedscale: true · baseline: zero010203040500revenue · one definitionagreed, written down, signedcounted at the source:server-side, where thebrowser undercountsthe baseline: zero, where it belongsone scale, end to end, never cropped to flatter the quartera dip kept in: honest chartsare allowed bad weeks4640the impressive version: axis amputated · declinedSame data.One of them is telling the truth.thirty days, none missing, none flattered
fig. 01 · the honest chart0255012341counted at the source: server-side, where the browser undercounts2the baseline: zero, where it belongs3one scale, end to end, never cropped to flatter4a dip kept in: honest charts are allowed bad weeksthe impressive version · axis amputated · declined

the instrument · part ii: noise in, signal out

Five chambers stand between the noise and the number.

fig. 02 · the resolver: noise in, signal outobservatory plate · §III.08ga4 · last clickplatform roas · self-gradedthe spreadsheet · v7, finalscreenshot deckattribution model № 3the 40-page pdfgut feelthe instrument · five chambers01AUDIT02TAG03BUILD04ATTRIBUTE05REPORTone signal:the number you act onnoise goes in · nothing impressive comes out · only the truth
fig. 02 · the resolverga4 · last clickplatform roas · self-gradedthe spreadsheet · v7, finalscreenshot deckattribution model № 3the 40-page pdfgut feel01AUDIT02TAG03BUILD04ATTRIBUTE05REPORTone signal:the number you act on
  1. 01AUDITYour current tracking, walked end to end, and rebuilt anywhere it’s broken. Nothing gets measured on a cracked ruler.
  2. 02TAGServer-side tagging where browser-side isn’t enough. The count survives ad blockers, consent walls, and wishful thinking.
  3. 03BUILDA custom dashboard for your business, not a generic template. It answers your questions, in your vocabulary, at any hour.
  4. 04ATTRIBUTEProper attribution, including lift and incrementality testing where budget allows. Credit goes where credit is earned, not claimed.
  5. 05REPORTA monthly insight report that reads like an analyst wrote it. Because one did.

the signal · specimen readings from a working board · 30-day blended window

When the instrument is built, every number arrives with its sentence attached.

REVENUE · 30D · BLENDED$1,842,409

Counted once, the same way, every day, a number your CFO and your media buyer can both sign.

BLENDED CAC$0.00

What one new customer actually costs, every channel in the denominator.

EMAIL · REV PER SEND$0.00

What each send is worth, in money. Not opens. Money.

PAID ROAS0.0×

What paid returns when the platform doesn’t grade its own homework.

NEW CUSTOMERS · 30D0

People who paid. Not sessions, not likes. People.

specimen figures from a working board; yours reads your business, in your vocabulary, the moment you open it.

the decision · what lands on your desk

One page. Plain language. A recommendation.

fig. 03 · the report, as an objectmonthly · plain language · signedUNREADdeclinedthe old way · 40 pp · nobody reads carefully,which was the pointMONTHLY INSIGHT REPORTp. 1 of 1WHAT HAPPENEDbaseline: zeroWHYWHAT WE RECOMMEND →your analyst · a humanone page, not fortyif it can't fit, it isn't clear yetsentences, not exportsplain language a founder reads coldthe chart inside is honest toozero baseline, dips kept inends in a recommendationnot a recap, a thing to do nextwritten by an analystit reads like one wrote it; one did
fig. 03 · the report, as an objectMONTHLY INSIGHT REPORTp. 1 of 1WHAT HAPPENEDWHYWHAT WE RECOMMEND →your analyst · a humanone page, not forty; if it can’t fit, it isn’t clear yetsentences, not exports: plain language, read coldthe chart inside is honest too: zero baseline, dips kept inends in a recommendation, not a recapwritten by an analyst; it reads like it, because one didthe old way · 40 pp · unread,which was the point
  • A live, custom dashboardOpen it at any hour, it’s already current. Built for your business, argued with by your whole team.
  • Clean tracking across every channelOne definition of the truth, counted the same way everywhere your money goes.
  • Monthly insight reportsWritten in sentences, one page, ending in a recommendation: analyst-written, founder-read.
  • Ad-hoc analysis on requestAsk the odd question whenever it occurs to you. Get a straight answer, not a dashboard link.

Want a number that isn’t a lie?

Bring us the dashboard you have. We’ll find the number underneath it, and tell you, plainly, what to do about it.

Get the honest number

noise → instrument → signal → decision · §III.08 · analytics