Growth Opportunity Assessment
Model the gap between what your platforms claim and what your business can verify
Five inputs, five stated assumptions, and a sequenced recommendation. It runs in your browser, needs no email address, and tells you plainly which parts it cannot know without a connected account.
No form wall
Nothing is sent or stored
Stated assumptions
Every constant is on the page
Ranges, not promises
Modelled, never measured
Sequenced plan
Mapped to the operating loop
Decorative scene description: connected terrain zones for paid media, SEO and GEO, conversion rate optimisation and revenue outcomes send data streams into a central ABP.Marketing intelligence core.
Assumptions
What this model assumes before you type anything
These constants drive the estimate. They are industry-shaped starting points, not measurements from your account.
18% of spend
Share of paid spend sitting on zero-outcome objects
In a 30-day window, this share of spend typically sits on campaigns, ad groups, keywords or placements that produced no verified outcome at all.
60% of the above
Portion of that spend that is genuinely reallocatable
The remainder is retained for coverage, learning budget or seasonality. Only the reallocatable portion is counted as an opportunity.
35% of the variance
Portion of the claimed-vs-verified gap that is a measurement fault
Duplicate events, unmapped conversions and consent gaps hide outcomes that already happened. The rest of the gap is genuine over-claiming by the platform.
POAS 1.0
Profit floor
Gross profit on verified outcomes divided by spend. Below 1.0 the account is buying revenue at a loss on a gross-profit basis.
25% variance
Variance threshold for measurement-first sequencing
Above this gap between claimed and verified outcomes, optimisation decisions are being made on numbers no system can confirm, so measurement is fixed before anything is changed.
Assessment
Enter one month of account reality
Use round numbers if that is all you have. The output states its own confidence rather than pretending to precision.
Assessment output — modelled, not measured
Illustrative interface- Verified revenue (monthly)
- £77,400
- Verified gross profit
- £42,570
- Gross profit per £1 of spend (POAS)
- 0.95
- Cost per verified outcome
- £105
- Claimed vs verified variance
- 30.6%
- Spend attached to unverified claims
- £13,790
- Outcomes likely hidden by measurement faults
- 67
- Reallocatable spend per month
- £2,430 – £4,860
- Gross profit upside per month
- £2,299 – £4,598
- Annualised upside
- £27,585 – £55,171
Below the profit floor: the account is buying revenue at a gross loss.
Platforms would report £73 for the same period.
Applied at 35% of the variance; the remainder is treated as platform over-claiming.
Reallocated spend valued at your own verified gross profit rate, not an assumed improvement.
Recommendation
Fix measurement before you change a single bid
Your platforms claim more outcomes than your systems can verify, so every optimisation decision is being made against numbers nobody can defend. Reconcile first: the waste work becomes far cheaper once the outcome record is trustworthy.
01 · Detect
Flag every conversion action whose claimed volume exceeds what the CRM or store confirms.
02 · Prove
Attach the evidence to each finding: the object, the rule it broke, the spend involved and the verified outcomes it did or did not produce.
03 · Approve
Route budget reductions through client approval, since spend changes below the profit floor are consequential.
04 · Execute
Apply the change with bounded scope and the prior state recorded, so it can be reversed exactly.
05 · Verify
Read the account back after the change and confirm the intended state landed, not just that the API returned success.
06 · Learn
Score the action against verified gross profit after the attribution window, and retire rules that do not earn their place.
Boundaries
What this assessment cannot tell you
Stated plainly, because the product is built on the same rule.
Which objects are wasting money
Named campaigns, ad groups, keywords and placements only appear once accounts are connected and read directly.
Why your variance exists
Duplicate events, unmapped conversions and consent gaps each look identical from outside the account.
What organic is worth to you
Search and answer-engine value needs page-level and query-level data, so this model leaves it out rather than guessing.
Objection handling
Objections, answered directly
Replace the model with your actual numbers
Connect the accounts and the same statement is generated from verified records, with every object named and every claim evidenced.