Published standards
Assessed, not assumed
Every marketing company says it does good work. Very few publish what good means. These are the twelve checks our own work is measured against, and we invite you to hold us to them in writing.
- Twelve checks applied before anything goes live
- Applied to every plan level, not just enterprise
- Reviewed quarterly and versioned
- Failures reported to you, not buried
The twelve checks
Each item is a pass or fail before work ships. A failed check stops the launch, and the reason is written into your weekly update.
Measurement integrity
Every conversion event is verified end to end before spend starts, and deduplicated across platforms.
Attribution honesty
Platform-reported numbers are always shown next to your own source of truth, never instead of it.
Creative quality
Every asset is reviewed against the offer and the audience, not signed off because a slot was empty.
Claim substantiation
No claim ships without evidence you have supplied. We will not invent a statistic to make a headline work.
Platform compliance
Ads are built to each platform's current policy, including restricted categories and disclosure requirements.
Accessibility
Pages we build target WCAG 2.2 AA: contrast, focus states, labels, keyboard paths and alt text.
Page performance
Core Web Vitals are measured before and after every build. We do not trade speed for a carousel.
Data protection
Consent, retention and lawful basis are documented for every list and pixel we touch.
Search safety
No doorway pages, link farms, private blog networks or scraped content. Nothing that risks your domain.
Spend control
Written caps per channel, daily monitoring, and an alert to you before any cap changes.
Reporting clarity
Losses reported as prominently as wins, with the decision we are recommending because of them.
Handover readiness
Documentation stays current, so if you left this month nothing would be locked in someone's head.
Search and content
Nothing that could cost you the domain you rely on
Short-term SEO tricks transfer risk from us to you: we would be gone and your traffic would not come back. Our organic work is limited to things that survive an algorithm update and an audit by whoever comes after us.
- Editorially earned links only, sources disclosed to you
- Every published page reviewed by a human before release
- Migrations staged with redirect mapping and rollback plans
- Crawl, index and Core Web Vitals data shared in full
What we will never do
This list is as important as the one above, and it is the reason we occasionally lose a deal to someone promising faster numbers.
- Bought followers, engagement pods or fake reviews
- Undisclosed influencer or affiliate placements
- Scraped or AI-spun content published without review
- Cookie or pixel deployment without a consent basis
- Locking clients out of their own ad accounts
- Charging a percentage of media spend
How the standards are enforced
- Pre-launch review
- A second senior marketer signs off every campaign against the checklist.
- Monthly audit
- One live account per pod is audited at random and the result is shared with that client.
- Quarterly revision
- Standards are versioned. Clients are told what changed and why.
- Client right of challenge
- You can dispute any check and we answer in writing within 5 working days.
Measurement standard in detail
Most marketing disputes are really measurement disputes. This is how we remove the argument before it starts.
- Single source of truth
- Your platform of record, usually the store or CRM, decides revenue. Ad platforms are treated as estimates.
- Event verification
- Every conversion event is fired in test mode and reconciled against a real order before launch.
- Deduplication
- Cross-channel overlap is modelled, so two platforms cannot both claim the same sale in your report.
- Lag reporting
- Metrics with a reporting delay are labelled as provisional until the window closes.
- Change log
- Every tracking change is dated and logged, so a data shift can always be explained.
What you see
The same dashboard we make decisions from
There is no internal version of your numbers. If a metric looks bad on a Tuesday, you can see it on that Tuesday, and the next weekly update will say what we are doing about it.
Hold us to these on your own account
The audit applies the measurement and search standards to your current setup and shows you exactly which checks your marketing would fail today.