03 · Watch the film
Keep what wins.
Fix what lags.
Cut the rest.
The Scorecard lines up your marketing by what it actually produced, then calls it in plain English: winner, about average, underperforming, or cut or fix. With next steps to match.
This is the half of the data most small businesses never see: what your own money actually bought. Every result you bring in makes the next plan smarter and the next budget tighter.
What to do next: give the free consult offer more budget. The discount brings in leads that don't book.
Example data
Compare by
Find what your winners have in common.
Line up results by any of these and the real lessons show up, like "customer-on-camera hooks book twice as many consults."
What you get
Calls you can act on.
Feature: every row is called a winner, about average, underperforming, or cut or fix.
Benefit: no squinting at spreadsheets to figure out what worked.
Feature: spend, clicks, leads, consults, sales and revenue side by side.
Benefit: see what each booked consult really costs, by ad and by channel.
Feature: awareness, consideration, lead, sale and loyalty pieces are each judged on what they're for.
Benefit: a brand video isn't graded like a lead ad, but it still has to move people forward.
Feature: a short list of what to keep and fund, and what to pause or rework.
Benefit: walk out of the weekly check-in with a plan.
Built for local budgets
One lucky sale isn't a strategy.
Verdicts wait for real volume before they call a winner. Until then you'll see "too early" or "early signal", so you don't chase noise or kill a good ad too soon.
Awareness has to prove it, too. Nothing gets a pass.
Up next · 04
Creative library and sign-off
Every ad in one place, checked before it goes live.