Start with a recorded baseline.
The starting position and measurement window are documented before an improvement is attributed to the work.
Measurement and reporting
How performance is measured, checked, and reported.
Every engagement starts with an agreed baseline, named data sources, and KPIs appropriate to the channel. Results are published only when the supporting evidence and client approval are available.
01baseline
02agreed KPI
03attribution
04approved evidence
What a report should establish
A credible performance claim needs a defined metric, an agreed date range, a reliable source, and enough context to explain what changed. If any of those elements is missing, the number is not presented as a company result.
| Metric | What it shows | Where it comes from | Why it matters |
|---|---|---|---|
| Qualified leads | Demand quality | Form submissions, call tracking, and client review | Shows whether the traffic is commercial |
| Conversion rate | Page effectiveness | Analytics and landing-page reporting | Shows whether the page persuades |
| Audience growth | Distribution reach | Platform reporting and channel tracking | Shows whether content is spreading |
| Mobile load time | Technical performance | Core Web Vitals and rebuild testing | Shows whether the site is fast enough on phones |
The evidence standard
Name the source and owner.
Analytics, advertising, CRM, call-tracking, and client sales data are kept distinct, with responsibility for each source made clear.
Publish only approved evidence.
Client names, quotations, ratings, certifications, and outcome figures require current documentary evidence and publication approval.
The reporting workflow
The same control points apply across SEO, PPC, content, and website work.
| Stage | What is recorded | Output | Claim control |
|---|---|---|---|
| Baseline | Date range, channel setup, tracking health, and starting KPI | Measurement plan | No before-and-after claim without a valid starting value |
| Delivery | Changes made, dates, owners, and material external factors | Change log | Separates completed work from recommendations |
| Review | Current KPI, attribution limits, and comparison window | Performance report | Prevents correlation from being presented as guaranteed causation |
What each channel can measure
The metric and evidence source change with the work. They are agreed before reporting starts.
| Channel | Primary metrics | Possible sources | Important limitation | Related page |
|---|---|---|---|---|
| SEO | Qualified organic enquiries, visibility, crawl and indexation health | Search Console, analytics, CRM, call tracking | Rankings and traffic are influenced by competition and search-system changes | SEO |
| PPC | Qualified conversions, cost per lead, revenue and return on ad spend | Advertising platforms, analytics, CRM | Attribution depends on consent, tracking setup, and sales-data quality | PPC |
| Web and CRO | Conversion rate, form completion, usability, and Core Web Vitals | Analytics, testing tools, CrUX and field data | Reliable uplift testing requires sufficient traffic and a stable comparison | Web design / CRO |
BASELINE
record the starting position
Before delivery
Scope and measurement plan
- Record
- Current performance, tracking gaps, comparison period, and external constraints.
- Agree
- The commercial KPI, data owner, review date, and acceptable evidence source.
- Output
- A written baseline that makes later reporting comparable.
CHANGE LOG
show what was actually changed
During delivery
Actions, dates, and owners
- Record
- Published pages, campaign changes, tracking updates, tests, and implementation dates.
- Separate
- Completed work from recommendations that remain with the client or another supplier.
- Output
- A traceable record of delivery rather than a vague activity list.
REPORT
compare like with like
At each review point
KPIs, limits, and next actions
- Compare
- Use an appropriate date range, segment, attribution model, and recorded baseline.
- Explain
- State data gaps and external factors that affect interpretation.
- Output
- A report that distinguishes measured change from forecast or assumption.
When case studies will appear here
A client example will be published only after the underlying data, comparison period, attribution wording, client identity or anonymisation, quotation, and permission to publish have been recorded.
Until that evidence is available, this page explains the measurement method instead of presenting unsupported client names or outcome figures.
Prospective clients can ask for the proposed KPI framework and reporting format during the initial consultation.
Results Frequently Asked Questions
A good result shows the challenge, the method, and the outcome. That structure helps buyers judge the work and helps search engines understand the page.
Digital Marketing First does not publish a client result until the supporting data and permission are recorded. This avoids turning an unverified number into a marketing promise.
Yes. Start with SEO, PPC, and web design to see how the work and relevant KPIs are structured.
— Ready to grow?
Start with a free marketing audit.
If your current marketing activity is not producing a measurable return — or if you are entering a new channel and want to get it right from the start — the next step is a free audit.
We review your current performance, identify the gaps, and return a written strategy proposal within 48 hours. No obligation. No sales pitch dressed as advice.
Phone: +44 7719 444845
Response: within two business hours, Mon–Fri, 9AM–6PM