The attribution standard
I count conservatively. Every untracked job is your upside, not my credit.
One page, stated in advance, applied to every number I report. If a figure on this site or in a client Ledger claims attribution, this is the standard it was counted under.
What counts
An attributed booked job is one of these.
- A job traceable to the campaign through a tracked phone call
- A job traceable through a tracked form or message
- A job the client attributes themselves in answer to how did you find us
And in every case, confirmed by the client in the monthly review. My tracking alone is not enough. The number needs both signatures.
What deliberately does not count
Left out, on purpose.
- Repeat customers, even when the first job came from the ads
- Referrals from past customers
- Anything the client cannot confirm
The bias runs one direction, and it runs toward you. A burned owner has heard inflated attribution before. Conservative counting, declared in advance, is the most credible sentence I can offer instead.
Verification tiers
Every claim states the tier it sits on.
| Level | What exists | What I call it |
|---|---|---|
| Documented revenue | Booked jobs confirmed by the client, with ticket values. | Documented or verified revenue |
| Estimated gross profit | Documented revenue at the client’s stated margin. The margin is labelled as client-provided. | Estimated profit, at your margin |
| Net profit | Not computed. The client’s books are the client’s books. | Not claimed |
Stopping honestly one step short beats claiming one step too far. Where a record on this site stops at platform leads, the page says so in plain sight.
The first decision
Set a bounded first bet.
Before any campaign launches, set the spend cap, proving period, and verdict date in writing.
Free, 30 minutes, no obligation. I reply within 12 hours.