"I Think It Was the Email" Is No Way to Spend Money
One dashboard you can read in five minutes that shows where sales came from, built by the tools you already pay for, with an AI read on top that says what changed. Guessing is expensive, and the platforms all grade their own homework.
What Is Usually Wrong
- Google, Meta, and your email tool each report revenue, and added together they exceed what you sold.
- GA4 was set up by default and nobody has checked whether purchases are being counted correctly.
- The monthly report is 14 pages and the one number you care about is not on it.
- Someone spends half a day every week pulling numbers from Shopify, Google Ads, Meta, and Klaviyo into a spreadsheet nobody fully trusts.
- The reports say what happened. Nobody has time to work out why, or what to do next.
- Decisions get made on instinct because the numbers never quite add up, and everyone knows it.
The monthly report is 14 pages and the one number you care about is not on it.
What I Do About It
- Audit what is being measured, fix what is broken, and agree in writing on the handful of numbers that matter for your business.
- Reconcile platform claims against real orders, so you know what each channel is worth.
- Build one dashboard, in a tool you already pay for where possible, that you can read over coffee.
- Then make the report build itself, and put an AI read on top that says what changed and why. That is the second half of this page.
- Teach whoever runs it after me. The goal is not to have me on the payroll forever.
What Lands on Your Desk, and When
A measurement audit: what is counted, what is double counted, what is missing.
Tracking corrected and the dashboard built around your five or six numbers.
The first monthly read-through together, and the first report that built itself, so the dashboard becomes a habit and not a file nobody opens.
Not a promise of a percentage. If the numbers are not moving by the end of the month, you say so and the work stops. No notice required.
What This Typically Costs
Most of this work starts as a Checkup ($1,500 to $3,500) or a fixed-scope Fix ($6,000 to $25,000, quoted flat). Ongoing management sits inside the Standing Arrangement at $2,000 to $5,000 a month, cancel any time. Full pricing and terms →
Free Tool
Steps six and nine of the free audit are the tracking and reporting checks I run first. Open it →
What attribution means here
Attribution is the answer to one question: which ad, email, or search produced this sale? Every platform answers it in its own favor, so the job is to settle on one set of rules, apply them to real orders, and let that number, not the platform dashboards, decide where the next dollar goes.
Then Stop Building It by Hand
Once the numbers are trustworthy, the next step is to stop producing them by hand. The weekly report builds itself from the tools you already pay for, and an AI layer reads it and says what changed. Same service, not a second project.
What changes
- I connect the reporting sources that should already be connected: Shopify, Klaviyo, Google Ads, Meta, Google Analytics, Microsoft Clarity, Triple Whale, Looker Studio, your CRM. Most have the plumbing built in; it has never been switched on.
- The weekly report, the ad budget check, and the alert when a number moves the wrong way build and send themselves.
- An AI layer reads the numbers and writes the plain-language version: what moved, why it probably moved, and what I would do this week. Recommendations you can act on, not another dashboard to interpret.
- A person stays in the loop, and everything is documented so your team can run it without me.
Most have the plumbing built in; it has never been switched on.
The manual work outside reporting (orders typed in twice, invoices chased by hand, the same customer questions answered every day, after-hours leads) is its own service: Manual Work and AI Automation.
Asked on nearly every first call
What tools do you use, and do I need to buy new software?
Whatever you already have where possible: GA4, Shopify or WooCommerce reports, Klaviyo, Looker Studio, HubSpot. Most of them have the connections built in. Adding a subscription is the last resort, and where an AI tool is needed I tell you the cost before anything is switched on.
Is this only for e-commerce?
No. Lead generation businesses have the same problem with a different shape: leads counted twice, calls not counted at all, and no idea which source produced the customers who paid.
Will I understand it?
That is the test. If you cannot explain the dashboard to your business partner over lunch, I have not done my job.
Is my data safe with AI tools?
That is the right first question, and it is settled before any AI work starts: which data goes into which tool, under which account, and what stays out, agreed in writing and signed off by you. If a tool cannot meet the terms you set, it does not get used.
Which platforms have you done this with?
Shopify, Klaviyo, Google Ads, Meta Ads, Google Analytics, Microsoft Clarity, Triple Whale, Looker Studio, and AI assistants such as Claude, connected to each other and to spreadsheets and CRMs. If yours is not on the list, the pattern is usually the same.
Tell Me What Is Not Working
Tell me which numbers you do not trust and why, and I will show up to the call with real observations, not a slide deck about myself.