Channel performance analysis · Marketing
Find out which marketing channel is quietly wasting your budget.
Most businesses split their marketing budget the same way this year as last year, adjusted a little based on gut feel. Each platform reports its own version of success, so a fair comparison between Google Ads, Meta, email and word of mouth rarely happens.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Channel performance analysis is a comparison of every marketing channel you use, such as Google Ads, Meta, email and organic search, on the same measure of cost per enquiry. GullySales runs this once, or again whenever the channel mix changes enough to be worth checking, to show which channels earn their budget and which are funded out of habit.
We pull the numbers from every channel into one place and put them on the same basis: what an enquiry cost, and where possible what an order cost, by channel. This is a comparison exercise, done at a point in time or repeated periodically, rather than an ongoing report.
The output can be uncomfortable in one place. For example, a hypothetical dealer with made-up figures: Google Ads costs ₹60,000 for 40 enquiries, which is ₹1,500 each. An IndiaMART listing costs ₹30,000 for 50 enquiries, which is ₹600 each, and referrals cost almost nothing for 20 enquiries. The channel everyone trusted can cost more per enquiry than one nobody was watching, and the table makes that visible. What happens next, whether budget is moved, is a separate decision handled under channel performance management.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Budget is split the same way it was last year”
The marketing budget is allocated by habit rather than by which channel actually produces enquiries at a reasonable cost.
“Google Ads, Meta and email are compared using different numbers”
Each platform's own dashboard defines success differently, so channels cannot be lined up against each other honestly without extra work.
“A channel that used to work is kept funded out of habit”
A channel that performed well two years ago keeps receiving budget because nobody has checked whether it still does.
“Nobody has looked at cost per enquiry by channel in months”
Spend reports exist, but the specific number that matters, what each channel costs per enquiry, has not been calculated recently or at all.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Channel data pull
Spend, reach and enquiry data gathered from every active marketing channel into one working file.
Common measurement basis
Every channel's numbers converted to the same measure, usually cost per enquiry and, where available, cost per order.
Comparison report
A ranked view of channels by cost per enquiry, with a plain note on which are earning their budget.
Trend view
Whether each channel's performance is improving, holding steady or declining over the period reviewed.
Recommendation summary
Which channels justify more budget, which need fixing before more is spent, and which should be reduced.
How the result is measured
- Cost per enquiry by channel
- Cost per order by channel, where tracked
- Share of total budget by channel against share of enquiries produced
- Channel performance trend over the period reviewed
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses spending across three or more marketing channels without a shared comparison
- Owners who suspect one channel is underperforming but have never confirmed it with numbers
- Companies about to set next year's marketing budget and want it based on evidence
- Businesses that inherited a media mix from a previous agency or employee
- Teams that want an independent second opinion on channel performance
Not for
It is not the right fit if.
- Businesses using a single marketing channel, where there is nothing to compare
- Anyone without any tracking on enquiries, since the analysis has nothing to measure against
- Businesses that only want a channel confirmed as good, not genuinely reviewed
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the channel performance analysis work runs
- 1
Understand the current mix
We list every channel currently receiving budget and how much.
- 2
Audit the available data
We check what each channel's platform reports and where the gaps in tracking are.
- 3
Build the common measure
Every channel's numbers are converted to cost per enquiry so they can be fairly compared.
- 4
Analyse and report
A ranked comparison is produced with a plain explanation of what is behind each channel's number.
- 5
Recommend next steps
We suggest where budget should move, without making that decision for you.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How often should this be done?
How is this different from campaign analytics and performance reporting?
What if we do not track enquiries by channel today?
Is this the same as channel performance management?
Will you tell us to cut a channel entirely?
Is this part of the first conversation?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
By industry
Channel performance analysis, written for your industry.
Related services
Often bought with this, or instead of it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.