This is what data-driven decision making looks like
Our Data Analysis Process
How we turn data into predictable, scalable growth
Most agencies optimise campaigns.
We build data systems that continuously improve performance.
Our approach combines tracking infrastructure, deep analysis, and systematic optimisation loops—so every decision is based on real data, not assumptions.
Want us to walk you through our process in a call?
How we turn data into predictable, scalable growth
If your data is wrong, every decision after that is wrong.
Before we optimise anything, we ensure your tracking is complete, accurate, and actionable.
What we do:
- Full audit of existing tracking setup (Google Ads, GA4, GTM)
- Implementation of reliable conversion tracking (incl. enhanced conversions)
- Event tracking across the full funnel (not just final conversions)
- Setup of:
- Primary conversions (revenue, qualified leads)
- Micro conversions (scroll depth, engagement, form steps)
- UTM structure & attribution consistency
- CRM integration (where possible)
Outcome:
A clean, trustworthy data layer that reflects real business performance.
We don’t just collect data—we design the right signals.
Most accounts fail because they optimise for the wrong metrics.
We define which signals actually matter for your business and feed them into the algorithm.
What we do:
- Define KPI hierarchy:
- Revenue / Profit (primary)
- Qualified leads / pipeline value
- Behavioral indicators (secondary signals)
- Map conversion quality (not all leads are equal)
- Segment data by:
- Campaign / keyword intent
- Device / geo / audience
- Funnel stage
- Implement value-based bidding signals (where applicable)
Outcome:
Google optimises toward business outcomes—not just cheap clicks or volume, or unqualified conversions.
We centralise data to see what others miss.
Instead of relying on fragmented platform views, we build a unified data layer.
What we do:
- Combine data from:
- Google Ads
- GA4
- CRM / backend (if available)
- Build custom dashboards (Looker Studio or similar)
- Create views for:
- Performance by intent
- Funnel drop-offs
- Lead quality vs. cost
- Track trends over time (not just snapshots)
Outcome:
Clear visibility into what is actually driving performance.
This is where we outperform most agencies.
We go beyond surface-level metrics and identify hidden performance drivers.
We combine decades of deep analysis experience with AI, making outcomes even stronger.
What we analyze:
- Search term → conversion quality correlation
- Keyword intent vs. actual outcomes
- Cost vs. revenue distribution
- Funnel bottlenecks (landing page → form → conversion)
- Audience and geo performance differences
- Time-based patterns (day, week, seasonality)
Advanced layer:
- Identify scaling opportunities vs. waste
- Detect statistical outliers early
- Analyse lag effects in longer sales cycles
Outcome:
Actionable insights that directly translate into better decisions and higher ROI.
No guesswork. Every change has a reason.
We operate in structured optimisation cycles.
Process:
- Identify insight from data
- Formulate hypothesis
- Implement controlled change
- Measure impact
- Scale or discard
Examples:
- “High-intent keywords convert better but are underfunded → increase budget allocation”
- “Certain lead sources produce low-quality leads → adjust targeting & messaging”
- “Drop-off at step 3 in funnel → test UX improvements”
Outcome:
Continuous, measurable improvement—not random tweaks.
The system improves over time.
The real advantage comes from compounding insights.
What we do:
- Feed conversion quality back into campaigns
- Continuously refine targeting signals
- Adjust bidding strategies based on real outcomes
- Re-evaluate assumptions regularly
Result:
Your account becomes smarter over time, not just bigger.
The end goal is not data—it’s predictable growth.
By combining all steps, we create a system where:
- Better data → better decisions
- Better decisions → better performance
- Better performance → more relevant data
This loop compounds.
Built on accurate data, allowing smarter decisions
We don’t rely on assumptions or subjective opinion. Every decision is backed by actual performance data.
Continuous improvement system
Our process compounds over time, turning your account into a learning system.
Focused on business outcomes
We optimize for what matters most: Mostly that's Revenue & Profit, or CPL & lead quality
Why our approach performs better
A systematic approach – designed to outperform the comptetition
Search terms vs. conversion quality
Identify which search queries drive real business results—not just clicks.
Keyword intent vs. actual outcomes
Compare expected intent with actual performance to refine targeting.
Funnel drop-offs & UX friction
Uncover where users drop off and eliminate conversion barriers.
Cost vs. revenue distribution
Understand where budget generates profit—and where it’s wasted.
Audience & geo performance
Pinpoint which audiences and locations deliver the highest value.
Time-based performance patterns
Analyse when performance peaks to optimise timing and spend.
How we moved from web analytics to data science.
We use a variety of analysis tools on a daily basis
From tracking and attribution to AI-powered analysis, our tech stack helps us turn data into profitable growth opportunities.
Some of the analysis we apply to our clients accounts
DIMINISHING RETURNS MODELLING
What you get: We find the exact budget point where extra spend stops returning proportional results. Most agencies increase budget when performance is good and cut it when it is bad. We show you the curve, so budget decisions are based on data, not instinct.
Travel: We model the point where additional spend on a campaign stops driving incremental bookings. This prevents overspending in peak season and underspending in shoulder periods.
Lead gen: We identify where cost per lead starts rising disproportionately. For a £30k+ monthly budget, this routinely saves 10-20% in wasted spend or redirects it to better-performing campaigns.
OFFLINE CONVERSION UPLOADS WITH LEAD SCORING
What you get: We connect your ad clicks to actual revenue, not just form fills. Most agencies optimise toward leads. We optimise toward the leads most likely to convert into paying customers.
Travel: We upload booking confirmations back into Google Ads. Campaigns optimise toward enquiries that became bookings, not just enquiries. Bidding improves over time as the algorithm learns what a real customer looks like.
Lead gen: We work with your CRM to score leads by quality and upload those scores as conversion values. Google Ads then prioritises clicks that look like your best leads, not your cheapest ones.
TIME-LAG JOURNEY MODELLING
What you get: We model the real window between first click and conversion for your business. Standard reporting makes campaigns look weak because it misses assisted value. We show the full picture.
Travel: A customer searching for a holiday in January often books in March. Last-click attribution gives that conversion to a brand search in March and ignores the awareness campaign that started the journey. We model the actual lag and report on assisted conversions properly.
Lead gen: Finance and home improvement leads often research for weeks before submitting. We identify the true consideration window and adjust bidding and budget accordingly. You stop cutting campaigns that are working slowly.
MONTHLY DECISION LOG
What you get: A clear record of what we tested, what we found and what we changed. Not a performance report. A thinking document that shows how your account is being actively managed.
Travel and lead gen: Each month you receive a one-page log covering the top three tests run, the result of each and the action taken. Over 12 months this becomes a documented history of account improvement, not just numbers.
COMPETITOR AUCTION BENCHMARKING
What you get: We track where your budget is being lost to specific competitors and show you why. Most agencies glance at impression share. We turn it into a regular strategic view.
Travel: We identify which competitors are taking share on your key routes or destinations and when. Seasonal patterns become visible and you respond before losing ground.
Lead gen: We show which competitors are outbidding you on your highest-intent terms and what that is costing you in leads. Gives you a clear case for budget or bid adjustments.
LTV-WEIGHTED BIDDING
What you get: We feed the value of your best customers back into bidding, not just their first conversion. Campaigns optimise toward people who spend more, return more or refer others.
Travel: A client who books twice a year is worth more than one who books once. We assign higher conversion values to repeat bookers and Smart Bidding learns to find more of them.
Lead gen: A lead that converts at twice the average rate is worth more than a standard lead. We assign values based on historical close rates by source, campaign or keyword. Bidding shifts accordingly.
CROSS-CHANNEL DATA ANALYSIS
What you get: Business data comes in all shapes. CRMs, booking systems, back-office platforms, spreadsheets. It connects through live connectors alongside Google Ads data, working across both simultaneously. Large data sets are validated and processed in full, then cross-referenced against live campaign data to find what is actually driving results.
Travel and lead gen: On one account, thousands of rows of booking data were processed to attribute postal IDs. That became a targeted audience list built around the highest-converting areas, fed directly into Google Ads.
SEARCH TERM ANALYSIS AND NEGATIVE KEYWORD MANAGEMENT
What you get: Thirty to sixty days of search term data can run into hundreds of rows. Every query is reviewed against current targeting intent, flagged for irrelevance, and checked for competitor terms. A term only makes it onto the negative list if it shares no string with an active targeted keyword. That prevents the account from suppressing traffic it should be capturing.
Travel: Route and destination queries attract significant irrelevant traffic. Every proposed negative is checked against active keywords before the list is finalised.
Lead gen: High-intent terms are often close in string to irrelevant ones. The same conflict check applies before anything is uploaded.
DATA STUDIO BLENDING
What you get: Standard reporting shows what the ad platform sees. Not revenue. Not profit. Not what happened after submission. Google Ads data connects live through Windsor and blends with internal sources to report on what actually matters. The blending logic is handled by Claude. The dashboard build and design is done by hand.
Travel and lead gen: Google Ads campaign data is blended with internal revenue data. The table filtered for lead conversions only and mapped those against actual profit. Optimisation shifted from lead count to the leads generating the most return.
RSA AD COPY
What you get: Every RSA asset has a role. Headlines and descriptions are grouped by purpose: keyword-specific, static, and CTA. The landing page is scanned before a single asset is written. Offer, positioning, and tone are extracted through a structured prompt. Landing page issues, weak framing, or inconsistencies that affect quality score or conversion are flagged before copy production begins.
Travel and lead gen: Travel pages often carry inconsistent messaging across routes. Lead gen pages live or die on offer clarity. Both get the same structured scan. For clients in multiple markets, translations follow the same process to keep intent consistent across languages.
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