REVENUE ANALYTICS
The revenue leak checklist
A practical diagnostic for businesses that get visits, leads and sales data but still struggle to see where performance slips.
Start by defining one commercial outcome, then work backward through the steps customers take to reach it.
1. Set the outcome
Decide whether the question is qualified inquiries, revenue, repeat purchases or something else. Use the same definition across teams. Traffic alone is not the outcome.
2. Map the actual journey
Write down the meaningful steps: discovery, landing page, inquiry, qualification, proposal, sale and retention. Identify where each stage is recorded.
3. Check the instrumentation
Test important events yourself. Compare analytics conversions with your CRM or order records. Document differences rather than assuming one tool is correct.
4. Segment before concluding
A blended conversion rate can hide a channel, device or landing-page problem. Compare relevant groups without mistaking small samples for patterns.
5. Inspect handoffs
Review whether inquiries reach the right person, whether response times are recorded and whether source information survives into sales.
6. Prioritize the test
Rank each gap by commercial relevance, evidence quality and effort. Assign an owner and decide what would count as an improvement.
The takeaway
The useful output is not a list of every problem. It is a small number of testable priorities.
Explore the Revenue Leak Scan ↗