LEAK 01
Miscounted conversions
The ad platform reports sales the till never saw. Bidding chases fiction.
The signalPlatform conversions above real orders. Value per conversion far from average order.
The fixRead conversion actions, not goal cards. Reconcile to the till weekly. Stop rule at 60%.
LEAK 02
Money on the wrong intent
Budget sits where it is easy to spend, not where buyers convert.
The signalShare of spend and share of results don't match. One ad group starves the rest.
The fixRank spend by revenue per rupee at the unit that bills. Cap, kill or fund.
LEAK 03
Post-click friction
The ad works. The page, form or checkout after it doesn't.
The signalHealthy CTR, poor conversion. Results move while spend and CPC stay flat.
The fixBook it yourself on a phone. Cut steps, fix speed, price and phone above the fold.
LEAK 04
Invisible where buyers look
Missing from the map pack, directories, page one, even brand search.
The signalCompetitors with fewer reviews rank above you. Your own name shows someone else.
The fixProfile, listings, service and location pages. Defend the brand term.
LEAK 05
Price and channel leakage
Your own stock sold cheaper elsewhere, with commission on top.
The signalGoogle Hotels or marketplaces list third parties below your direct price.
The fixOne rate card, one owner, weekly parity check, best-rate-direct promise.
LEAK 06
Lead-to-booking gap
Leads arrive at record volume. Nobody converts them fast enough.
The signalLeads up, bookings flat or down. Calls fall while direction requests rise.
The fixEvery lead to the right person's WhatsApp in five minutes. Mystery-shop peak hours.
The sale happens. The money doesn't stay or doesn't come back.
The signalHigh returns, falling ticket size, one-time buyers.
The fixReturns report by SKU and checkout. Ticket-size work on the floor. Lifecycle triggers.
LEAK 08
Not a marketing problem
Sometimes the biggest number isn't mine to fix. Saying so early saves months.
The signalThe same complaint in reviews. A gap no ad change moves.
The fixName the owner: ops, product, pricing or the shop floor. Put a rupee value on it.