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GullySales

You can finally say what each campaign produced, and what it cost.

Gully Sales repairs how your campaigns are tracked, then builds a reporting rhythm around it: a short weekly view for the team and a monthly report for you that ends in decisions, not a wall of charts.

  • Every campaign is tagged the same way, so results can be compared month to month.
  • One monthly report carrying the spend, the enquiries and a clear recommendation.
  • A review meeting that ends in written decisions, each with a name against it.
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Gully Sales Private Limited works with businesses across India, and reports on the same kind of campaigns it helps plan and run.

In one paragraph

What is Campaign Analytics and Performance Reporting?

Campaign analytics and performance reporting is the work of making campaign results countable, then reporting them in a form people act on. Gully Sales repairs your tracking, agrees the definitions everyone will use, and builds a weekly view and a monthly report that say what each campaign produced, what it cost, and what should change next.

The problem

The numbers arrive every month, and nobody can act on them.

Most marketing teams are not short of numbers. The ad platform has a dashboard. The website tool has another. Sales keeps a sheet. Each shows a different figure for the same month, and none of them answers whether a campaign was worth running. So the review turns into a debate about whose number is correct, and the decision waits for the next meeting. This is not carelessness. It is what happens when reporting was never designed, only assembled from whatever each tool happened to display.

You will recognise it as

  • Your ad platforms and your website tool report different lead counts for the same month.
  • A large share of enquiries arrive with no source, so nobody knows what brought them.
  • The monthly report takes two days to assemble and is read for ten minutes.
  • You know total spend and total enquiries, but not the cost of an enquiry from one campaign.
  • Campaigns are stopped or continued on how they felt, not on what they returned.
  • This quarter cannot be compared with the last one, because things were counted differently.

What it costs the business

  • Spend keeps flowing into campaigns that stopped working, because nothing in the reporting says so.
  • Campaigns that were quietly working get cut in a budget review, because their results were never visible.
  • Marketing and sales argue about lead quality with no shared record to settle it.
  • More hours go into producing the report each month than into reading it.
  • Agency renewals are signed or dropped on impression, with no independent record of what was delivered.

Why it persists. Reporting is nobody's job in a small team. It is the last task of a busy month, done by whoever has time, in whatever format the tools allow. Fixing it properly means agreeing definitions, correcting tracking and changing habits, and none of that ever feels as urgent as the next campaign. So the shortcut is repeated, and every month it becomes a little harder to compare with the one before.

If it stays unresolved. The longer this runs, the less usable history you own. A year from now you still cannot say which month, channel or offer earned its money, so every budget conversation starts from opinion again and the same experiments get repeated at full price.

What changes

What changes once the measurement and the reporting are built.

In the first weeks

  • One written definition each for a lead, an enquiry, a qualified enquiry and a won deal.
  • Tracking corrected across your website, forms, call and WhatsApp buttons and ad accounts.
  • A first report that everyone in the room accepts as the record.

In how the work runs

  • The monthly report is produced in hours from a fixed template, not rebuilt from scratch.
  • A one-page weekly view tells the team which campaigns to leave alone and which to open up.
  • Every review ends with decisions written down, each against a name and a date.
  • A monthly check catches broken tracking within weeks instead of at year end.

In sales and marketing

  • You can see the cost per enquiry of each campaign and set it beside every other campaign.
  • Budget conversations use recorded results instead of the loudest recollection in the room.
  • Weak campaigns are stopped while there is still budget left to move somewhere better.

In what management can see

  • The owner sees the same numbers marketing sees, in the same format, every month.
  • Board, bank or investor updates are drawn from a report that already exists.

Over the longer term

  • A year of comparable history, so seasons, trends and one-off spikes become readable.
  • New campaigns are planned against what earlier ones actually returned.

Gully Sales controls the tracking, the definitions, the report and the discipline of the review. Whether the numbers themselves improve depends on your offer, your campaigns and your market. What this work changes is that you can see movement early enough to act on it.

Who it is for

This work suits a business already spending on marketing.

The businesses it suits

  • You spend on campaigns every month and cannot say what any single one returns.
  • Marketing runs through an agency, a freelancer and your own team at the same time.
  • Your monthly review keeps stalling on whose numbers are correct.
  • You are about to raise the marketing budget and want a fair way to judge the increase.
  • A new marketing head or a new agency has joined and needs an honest baseline.
  • You report to a board, a parent company or an investor and need consistent figures.

What usually prompts the call

  • You asked what last month's campaigns cost per enquiry and nobody could answer.
  • Two people brought different lead counts to the same meeting.
  • An agency renewal is due and you have no independent record of what it produced.
  • You are planning next year's budget with no reliable record of this year's results.
  • A campaign was stopped, and nobody could say afterwards whether that was right.

What Gully Sales does

The work, component by component.

Measurement plan

We start from the decisions you need to make, not from the metrics your tools happen to offer. Together we list the questions the reporting must answer each month, choose the smallest set of measures that answer them, and write one agreed definition for every term used, including lead, enquiry, qualified enquiry and won deal.

Why it matters:
Most arguments about numbers are really arguments about definitions. Once a qualified enquiry means one thing across marketing and sales, the numbers stop contradicting each other.
You receive:
A measurement plan and a one-page definitions sheet, signed off by marketing, sales and the owner.
Business value:
Reviews move from checking whose figure is right to deciding what to do about it.

Tracking audit and repair

We test what your setup actually records today: every enquiry form, call button, WhatsApp link, landing page, thank-you page and ad account conversion. Each fault is listed with the effect it has on your numbers, then fixed, then tested again with live submissions so you can see the record arrive.

Why it matters:
A report built on partial tracking is confidently wrong. Broken forms and missing conversion events are the most common reason two tools disagree.
You receive:
A tracking audit naming each fault, its effect, its fix and its status, plus the corrected setup.
Business value:
The share of enquiries with a known source rises, so the report describes most of your demand rather than a fraction of it.

Campaign naming and tagging standard

One naming convention and one link-tagging standard applied across ad accounts, emails, WhatsApp broadcasts, print QR codes and partner links, with a simple builder your team uses so every new campaign is tagged correctly at launch rather than corrected later.

Why it matters:
Results can only be grouped by campaign, offer or audience if every campaign was labelled the same way at the moment it went live.
You receive:
A naming and tagging standard with a link builder sheet and a two-page guide for the team.
Business value:
Campaigns become comparable with each other, and with the same campaign run last year.

The report pack

A fixed monthly report: a summary page for the owner, a campaign table showing spend, enquiries, qualified enquiries and cost per enquiry side by side, what changed since last month, and a short recommendation. Alongside it, a one-page weekly view the marketing team reads in five minutes.

Why it matters:
A report nobody reads is a cost, not a control. Fixing the format and the length is what turns reporting from a chore into a decision tool.
You receive:
A monthly report template and a weekly view, both filled in for your first reporting period.
Business value:
Reporting time drops from days of assembly to hours of interpretation.

Data quality checks

A short monthly routine that confirms the tracking is still recording: tags firing, forms posting, sources populating, spend figures matching the platform invoices. Website changes, platform updates and new landing pages break tracking quietly, and this is what catches them.

Why it matters:
Tracking is not installed once. It degrades every time the site, the forms or the ad accounts change, and nothing announces the failure.
You receive:
A monthly data quality checklist with a named owner and a fix log for each failed check.
Business value:
You find a broken form in the same month rather than discovering a blank quarter later.

History, exports and archive

Every month's report and the underlying export is stored outside the advertising and analytics platforms, in a structure your team controls, with the definitions in force at that time recorded alongside the numbers.

Why it matters:
Platforms limit how far back data is kept, accounts change hands, and staff leave with logins. Your own archive is what makes a year-on-year comparison possible.
You receive:
An archive folder holding monthly exports, reports and the definitions each one was built on.
Business value:
Your reporting history survives a platform change, an agency change or a staff change.

Access, permissions and data handling

We map every marketing, analytics and advertising account, put ownership in your company's name with an admin login you hold, give each person and agency only the access their role needs, and keep personal contact details out of shared reporting sheets.

Why it matters:
Businesses regularly lose years of campaign history because the account sat under a former employee's or a former agency's personal login.
You receive:
An access and permissions map for every account, with ownership corrected and a handling note for lead data.
Business value:
You keep control of your own accounts and data, whoever runs the campaigns next year.

The review meeting

A forty-five minute monthly agenda with a fixed order: what we said we would do, what the numbers show, what we are stopping, continuing or changing, and who is doing it by when. Decisions are written into a running log that opens the following month's meeting.

Why it matters:
Analysis that does not end in a decision is a hobby. The log is what stops the same question being asked again in three months.
You receive:
A review agenda, a decision log, and the first two meetings chaired by us with your team present.
Business value:
The reporting habit outlasts the engagement, because the meeting has a shape anyone can run.

What you will have at the end.

  • A measurement plan naming every metric your reporting will carry, and the decision each one supports.
  • A written definitions sheet covering lead, enquiry, qualified enquiry and won deal.
  • A tracking audit listing each broken form, tag, link and call action, with its fix and status.
  • Corrected conversion tracking on your website, forms, call buttons and WhatsApp links.
  • A campaign naming and link-tagging standard, with a builder sheet your team can use.
  • A monthly report template, completed for your first full reporting period.
  • A one-page weekly performance view for the marketing team.
  • A campaign results table showing spend, enquiries and cost per enquiry side by side.
  • A monthly data quality checklist with a named owner for every check.
  • An exported data archive held outside the advertising and analytics platforms.
  • An access and permissions map for every marketing, analytics and advertising account.
  • A review agenda and decision log, with the first meetings' decisions already recorded.

How it runs

The engagement, step by step.

  1. 1

    Agree what the reporting must answer

    We spend a session with you and whoever runs marketing, listing the decisions that keep getting postponed for want of numbers. Those decisions become the questions the reporting is built to answer, ranked in order. Anything that does not serve one of them is left out, which is how the report stays short enough to be read.

    You provide:
    Your marketing plan, current budget by channel, the last three monthly reports, and an hour with whoever runs marketing.
    We produce:
    A ranked list of the questions the reporting must answer each month, with the measure that answers each.
    Done when:
    You confirm the list contains the questions you would genuinely act on.
  2. 2

    Audit what is recorded today

    We go through your website, analytics, tag manager, ad accounts, email tool and lead record, testing what each one captures. We submit test enquiries through every route a real customer might use, including phone and WhatsApp, and follow each one to see where it lands and what is recorded against it.

    You provide:
    Admin access to your website, analytics, tag manager, ad accounts, email tool and CRM or lead sheet.
    We produce:
    A tracking audit naming every gap, the effect it has on your numbers, and the effort to fix it.
    Done when:
    The audit is reviewed with you and the fixes are agreed in priority order.
  3. 3

    Repair the tracking and set the standard

    We implement the conversion events, correct the forms and buttons, set up call and WhatsApp recording where it is possible, and apply the naming and tagging standard across your accounts and links. Then we test again, end to end, with live submissions rather than assumptions.

    You provide:
    A developer or website contact for a few hours, and a decision on any changes to forms or landing pages.
    We produce:
    Corrected tracking across all routes, plus the naming standard, link builder and short team guide.
    Done when:
    Test enquiries appear correctly in analytics, in the ad accounts and in your lead record.
  4. 4

    Build the report and the weekly view

    We design the monthly pack and the one-page weekly view, connect them to the sources so they refresh rather than being retyped, and automate what your existing tools allow. Where a number must be entered by hand, we say who enters it and when, so the report cannot silently go stale.

    You provide:
    Confirmation of who receives each report, and access to your spreadsheet or reporting tool.
    We produce:
    A working monthly report pack and weekly view, with the first period filled in.
    Done when:
    The first report is produced end to end and accepted in a working session with you.
  5. 5

    Run two cycles with your team

    For the first two reporting cycles we produce the report, chair the review and record the decisions while your team watches how each is done. Anything confusing in the format gets changed now, while we are still in the room, rather than being quietly abandoned after handover.

    You provide:
    Attendance at two monthly reviews from marketing, sales and the owner or a decision maker.
    We produce:
    Two complete monthly reports, two chaired reviews and a running decision log.
    Done when:
    Your team can read the report without needing it explained.
  6. 6

    Hand over

    We train the person who will own the report, walk them through the templates, the checklist and the archive, and write down the monthly routine: what happens in which week, who does it, and what to check before the report is circulated.

    You provide:
    One named person who will own the monthly report after handover, and time for training.
    We produce:
    Documentation, a monthly routine calendar and a recorded training walkthrough.
    Done when:
    Your team produces one full monthly report without us.
  7. 7

    Review after a quarter

    A quarter later we check whether the reporting is actually being used: which measures were acted on, which were ignored, whether the data quality checks are being run, and whether the review still ends in decisions. Measures nobody acted on are removed rather than carried forward out of habit.

    You provide:
    The three most recent reports and decision logs, and an hour with the report owner.
    We produce:
    A short review note with a trimmed measure set and any tracking repairs needed.
    Done when:
    The reporting is smaller, current, and still in use.

Ways to work with us

Choose how much of the reporting you want us to run.

Reporting and tracking review

A short diagnostic for teams who will do the work themselves: we test your tracking, examine your current report and definitions, and hand back a prioritised fix list you can act on internally.

Measurement and reporting build

The full build: measurement plan, tracking repair, naming standard, report pack, data quality routine, archive and handover, run over a set number of weeks with a working output at each stage.

Build, then monthly reporting

We build it, then produce the monthly report and chair the review for an agreed period while your team learns the rhythm, with handover when they are ready rather than on a fixed date.

Reporting inside a wider engagement

Where Gully Sales already runs your campaigns or sales work, this measurement layer is built into that engagement so the people running the work are reporting on it in the same format.

Why Gully Sales

What you are actually choosing when you choose us.

We report on work of the kind we also do.

Gully Sales builds and runs marketing and sales systems for Indian businesses. The report is written by people who know what a campaign can reasonably move in a month and what it cannot, so the recommendation is practical rather than theoretical.

We report the campaigns that did not work.

A report that only carries good news is decoration. Ours names the campaigns to stop as plainly as the ones to fund, because the value of measurement is the money you stop wasting, not the chart you show the board.

Analytics, a tag manager and a spreadsheet are usually enough.

Website analytics, a tag manager, the reporting inside each ad platform and a spreadsheet are enough for most SMBs. We build there first, and only tell you a purchase is needed when the gap genuinely costs you more than the tool would.

Sales numbers are part of the picture.

Campaign reporting that stops at leads hides the expensive problem. We join marketing data to what sales recorded, so you can see cost per qualified enquiry, not only cost per form fill, and argue about the right thing.

You are left able to run it.

The templates, definitions, checklist, documentation and archive are yours, and we train the person who will own them. The engagement is designed to end with your team producing the report, whether or not you keep us on.

Where it applies

The same service, in different businesses.

Manufacturing and industrial supply

The situation:
Enquiries arrive by phone, WhatsApp, a form and the sales team's own contacts, and none of them is labelled, so the whole marketing spend is judged on the total enquiry count alone.
How it applies:
Call and WhatsApp tracking is set up per campaign, forms are corrected, and every enquiry is recorded with a source before it reaches the sales team.
Likely benefit:
The owner can see which product line and which campaign are producing enquiries worth quoting for, and move spend between them.

Healthcare clinics and hospitals

The situation:
Appointment enquiries come through search, social campaigns, listings and walk-ins at once, and the front desk records none of them by source, so no campaign can be judged.
How it applies:
A short source question at first contact, campaign-specific numbers, and corrected online tracking, reported monthly by department and campaign.
Likely benefit:
Spend can be concentrated on the departments and campaigns that fill appointment slots, rather than spread evenly out of caution.

Real estate and property

The situation:
Money goes to portals, social campaigns and your own site, and results are counted as walk-ins at the site office, which nobody connects back to the campaign that sent them.
How it applies:
Portal and campaign links are tagged, site visit records are tied back to the enquiry, and cost per site visit is reported beside cost per enquiry.
Likely benefit:
You learn which sources send visitors who actually turn up, which is a very different list from the one that sends the most enquiries.

B2B services and consulting

The situation:
Lead volume is low and the sales cycle is long, so monthly lead counts swing wildly and tell you almost nothing about whether the marketing is working.
How it applies:
Reporting shifts to qualified enquiries, pipeline created and cost per qualified enquiry, read on a rolling quarter rather than a single month.
Likely benefit:
You can judge marketing on the pipeline it created rather than on a small monthly number that moves for no real reason.

Retail and e-commerce

The situation:
Offers, festival campaigns and always-on advertising run together, and the platform dashboards each claim the same sale, so reported returns add up to more revenue than the business took.
How it applies:
One counting rule is agreed and applied, orders are reconciled against the accounts, and campaigns are reported on the same basis every month.
Likely benefit:
Campaign returns can be trusted against your actual sales figures, so festival spending is planned from record rather than memory.

Education and training institutes

The situation:
Admission enquiries arrive in bursts around each intake, and by the time the batch fills, nobody can reconstruct which campaign brought which enrolment.
How it applies:
Enquiries are tagged by campaign and intake, tracked through counselling to enrolment, and reported against the same points in the previous cycle.
Likely benefit:
The next intake's budget is set against what each campaign delivered in enrolments during the comparable cycle before it.

Proof

Work we can point to.

Burhani Hydroline

The problem:
A manufacturer and supplier of hydraulic hoses whose website ranked poorly in search results, which led to low organic traffic and limited online visibility.
What we did:
GullySales implemented Google Analytics and other relevant tools to track website performance, traffic sources and user behaviour, then provided monthly reports detailing key metrics, progress toward goals and insights for continuous improvement.
The result:
Data-driven insights were used to adjust strategies and optimise performance. The study records improved user engagement on the new site, higher search engine rankings, increased organic traffic and improved online visibility.
Read the case study

Questions buyers ask

Before you enquire, the answers you will want.

What service levels, access and recovery provisions are included?

You get a named person, a fixed monthly reporting date and a two working day response on anything that breaks in the tracking. All accounts stay registered in your company's name with an admin login you hold, and we work under access you can withdraw. Every month's report and its underlying export is archived outside the platforms, so a lost account, a deleted view or a platform retention limit does not take your history with it.

How long does it take before the reporting can be trusted?

It depends on how many channels and tools are involved and how much of the tracking is broken. The sequence matters more than the calendar: definitions and audit first, then repairs, then one full reporting cycle before any comparison is meaningful. You need a complete month of corrected data before the numbers can be read as a trend. We put an indicative schedule in the written scope, after we have seen your accounts.

What access do you need to build the reporting?

Admin access to your website, analytics, tag manager, ad accounts, email tool and whatever holds your leads, whether that is a CRM or a spreadsheet. Your last three monthly reports and current spend by channel. One person who can decide what a qualified enquiry means for your business. After that, roughly two hours a month from whoever will own the report once we hand over.

How is success measured on this engagement?

By three things we record from the first month. The share of enquiries arriving with a known source should rise and stay high. The time taken to produce the monthly report should fall, usually from days to hours. And the review should end in written decisions instead of a request for more data. Those are our measures, separate from whether your campaigns themselves improve.

What is not included in a reporting engagement?

We do not run your campaigns under this scope, write ad creative or rebuild your website. We do not build a live business intelligence tool, which is dashboard work and a separate service. We do not model credit across every touchpoint, which is attribution. And we do not adjust the numbers: if a campaign performed poorly, the report says so in the summary, not in a footnote.

Is this the same as building a marketing dashboard?

No. A dashboard is a screen showing current numbers. This work decides which numbers are worth showing, makes sure they are recorded correctly, and turns them into a report carrying an interpretation and a recommendation. Many businesses build a dashboard first, then find it displays unreliable data very confidently. If you want a live dashboard later, the definitions and tracking built here are what it should stand on.

Do we need to buy new software for this?

Usually not. Most Indian SMBs already pay for enough: website analytics, a tag manager, the reporting built into each ad platform, a spreadsheet tool and often a CRM they use lightly. We build within those first. If something genuinely cannot be done with what you have, we explain what the gap is costing you and leave the buying decision with you.

Our enquiries come by phone and WhatsApp. Can those be measured?

In most cases, yes. Click-to-call and WhatsApp buttons can be recorded as conversions, and campaign-specific numbers or links show which campaign produced a call. What no tool can capture is a walk-in customer or a number saved in somebody's phone two years ago. For those we set up a short source question at first contact, recorded by whoever answers, which covers the gap well enough to report on.

3 more questions

Who owns the accounts and the data at the end?

You do, throughout. Accounts are created or transferred into your company's ownership with your own admin login before work starts, and we operate as users you can remove at any time. The report templates, definitions sheet, tracking documentation and archived exports are yours to keep when the engagement ends, whether or not you continue working with us.

Can you report on campaigns another agency runs for us?

Yes, and it is a common reason businesses call us. We need read access to the accounts your agency operates, which most agencies provide when the client asks directly. We report what the data shows, with no stake in the result. If an agency will not give access to accounts you are paying for, that is itself worth knowing before a renewal is signed.

What if the reporting shows our marketing is not working?

Then you have found out with months of budget still unspent, rather than at the end of the year. The report separates campaigns worth continuing from those worth stopping, and shows where in the funnel people are being lost. Sometimes the problem is the offer or the follow-up rather than the campaign. We will tell you what the numbers support and what they do not.

Talk to us

Request a marketing operations assessment of your reporting.

It is a working conversation, not a pitch. Bring your last monthly report and your ad accounts, and we will tell you what your current numbers can and cannot be trusted to say. You can also call or message us on +91 80958 58589.

  • No obligation and no sales script
  • A reply from someone who does the work
  • Your details are never sold or shared

Your spend figures, account access, lead data and team details stay confidential and are used only to prepare for and hold that conversation. Write to hello@gullysales.com if you want them deleted.

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