More than a metric. Your metric cockpit.
We start with a light read of your market, choose the few metrics that truly describe your business, connect the board view and the marketing view in one cockpit, and turn the ones that move money into bidding signals.
Performance is not paid activations. It is everything. We choose and design the metric and the signal; the tracking beneath it is Analytics & Measurement, the media above it is Performance Marketing.
Most companies do not have a metrics problem. They have too many that do not matter.
Too many metrics, too few that matter, and no bridge between the numbers the board watches and the numbers marketing can move. We fix all three.
You cannot choose a metric without the market
The right metric is never the one out of the box. It depends on your market, competitors, audiences and channels, so we start with a light read of where the brand actually stands.
Business and digital, or you are half-blind
A board metric with no digital driver is a lagging mystery. A digital metric with no business anchor is motion without meaning. You need both, and the connection between them.
And then we make them pay
A metric is only worth the decision it changes, and the biggest decisions are where the money goes, so we wire the key metrics into value-based bidding and offline conversions.
Analytics & Measurement makes the data trustworthy, Data Science predicts, Marketing Mix Modeling weighs the channels. We choose, design and connect the number you steer by, and turn it into a signal the media can act on. Any figures we share are estimates and benchmarks, not guarantees.
Selecting numbers without market context is guesswork with a spreadsheet.
Enough of a read to choose the numbers that matter, not a full strategy engagement, which lives in Digital & AI Consultancy.
Digital footprint
How the brand actually shows up today, across search, social and, increasingly, AI answers.
Competitive intelligence
Where you win and lose against the set you truly compete with, not the one you assume.
Market & industry ecosystem
The structure, demand, seasonality and forces that move your category.
Audiences
Who matters, what they value, and where they pay attention.
Channels
Which channels carry your growth, and how each one behaves.
Creative strategy
What the message and assets are trying to do, because a metric only makes sense once you know the job it measures.
Rarely off the shelf: composite, blended, pointing to an action.
Composite and omnichannel
OmniROAS that counts online and offline revenue, blended cost to acquire against lifetime value, new-business conversion rate. One honest number instead of a dozen partial ones.
Metric trees, not metric piles
We decompose a top metric into the drivers and levers that move it, so a conversion rate becomes product views, add to cart, checkout and purchase, each a lever with an owner.
Margin first
A metric that ignores margin flatters you. We anchor on contribution and value, so growth is judged by what it earns, not by raw volume.
Most companies over-invest in one and neglect the bridge.
Business metrics
- Speak to
- The board and the profit and loss
- Examples
- Revenue, contribution margin, LTV, OmniROAS, retention
- Strength
- Accurate and margin-aware
- Weakness
- Slow: they tell you what already happened
Digital metrics
- Speak to
- What marketing can move this week
- Examples
- Engaged sessions, basket rate, CPC, paid share, AI mentions
- Strength
- Fast and controllable
- Weakness
- On their own, disconnected from the money
The connection is the point. A fast number you can move, tied to a slow number that matters. That bridge has a name, and it is how we run performance: the Double Performance Cockpit.
Two cockpits on one shared data base, deliberately different and deliberately linked.
A strategic cockpit for the board
- Business and margin-aware metrics
- Quarterly to annual horizon
A tactical cockpit for marketing
- Fast, controllable, immediately actionable
- No access to margin required
Coupled by design
- Tactical metrics chosen to raise the probability the strategic ones move next
- One shared data base, so the two views never disagree
Disciplined
- Four to seven metrics per view, at least one per funnel zone
- One metric per zone, one goalset per metric, one owner per goalset
A proprietary Wise Pirates methodology, developed in-house and available only to clients and partners. You get the framework, the build and the discipline, not a template to copy.
A metric that changes a bid is worth more than a hundred that fill a slide.
The point of a better metric is a better decision, and the biggest decisions are about bidding and budget.
Value-based bidding
We feed the platforms the value of each conversion, not just its count, so Google and Meta bid toward profit and high-value customers rather than raw volume.
Offline conversion imports
We close the loop, sending real outcomes, revenue and qualified leads, back to the ad platforms through click IDs and your CRM, so bidding learns from the business, not the form fill.
Value-based budgeting inputs
The custom metrics that make value-based budgeting possible. The channel-level allocation is modeled by Marketing Mix Modeling; we supply the value definition it runs on.
The media itself is run by Performance Marketing and Programmatic & Agentic, and the value signals connect to CRM & HVA. We design the metric and the signal; those teams implement them.
More searches end without a click, so visibility no longer equals traffic.
In this zero-click reality, consideration is migrating into AI answers. A new family of metrics is forming, and most brands do not measure it yet.
AI mentions & Share of Model
How often and how your brand appears in ChatGPT, Gemini and Claude, measured as your share of category mentions. If the model does not mention you, you are cut before the click.
GEO & AEO visibility
Whether the answer engines cite you, since your own site is only a fraction of the sources an AI pulls from.
The agentic shift
Software agents that browse, compare and buy on a person's behalf, so you measure whether an agent can find, read and act on your brand and feeds.
Measured with discipline
Frequency across a fixed set of buyer prompts, per platform, treated as a single watch slot in the cockpit until the standards mature.
New surface, same principle: measure what forms the shortlist, before the click, whether the shortlist is built by a person or by an agent.
From the market read to the bid.
Read the market
A light go-to-market read, footprint, competitors, ecosystem, audiences, channels and creative, so selection is criterious.
Choose & design the metrics
The few that matter, business and digital, composite where needed, decomposed into drivers you can act on.
Connect them in the cockpit
The Double Performance Cockpit, strategic and tactical on one shared data base, a goalset and an owner for each.
Wire it to activation
The metrics that should move money connected to bidding, so the cockpit steers, not just shows.
The bridge between analytics and performance.
Advanced metrics connects the disciplines around it.
Few choose the right metric, connect business to digital, and take it to the bid.
A performance company at heart
Performance is not paid activations, it is everything, so we measure the whole business, not just the last click.
A proprietary method
The Double Performance Cockpit and the Metrics Compass turn a pile of numbers into a small, owned, coupled cockpit a board and a marketing team can both fly.
Metrics that reach the bid
Data and media sit in one team, so a metric does not stop at a report, it changes how the platforms spend.
A decade, five hundred brands
Deep experience across retail, finance, health and CPG, and the maturity to know which few numbers actually run each business.
Secure by standard
An ISO 27001 certified company (PT010101, Bureau Veritas), with predicted inputs delivered through Data Science and Inner Data.
Concrete deliverables, not a wall of numbers.
A market read to a cockpit
A light go-to-market read that selects the metrics, turned into a Double Performance Cockpit, strategic for the board, tactical for marketing, on one shared data base.
An omnichannel value metric
For retailers with a website and stores, an OmniROAS and a blended cost-to-acquire against lifetime value, so paid media is judged on the whole business, not just the site.
A value-based bidding setup
A client's real definition of value turned into offline-conversion and value-based-bidding signals, so the platforms optimize toward profit, not form fills.
Illustrative of the work we do. Any figures in a project are estimates and benchmarks, not guaranteed outcomes.
The questions we hear most.
What is advanced metrics creation?
How do you choose which metrics matter?
What is the difference between business metrics and digital metrics?
What is the Double Performance Cockpit?
What is a metrics cockpit, and how is it different from a dashboard?
How many metrics should a cockpit have?
What is a custom or composite metric?
What is OmniROAS?
What is a metric tree?
What are AI mentions and Share of Model?
What is hold rate, and why does it matter on social video?
How do you measure brand visibility in AI and agent answers?
Can you turn a metric into a bidding signal?
What do you actually deliver?
How is this different from your Analytics & Measurement service?
For a cockpit that decides.
Tell us what you are trying to run the business on. We will choose the few metrics that matter, connect them, and wire them into how you bid and budget.
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