Performance Marketing Diagnostic Checklist
20 questions to find out where your marketing budget is actually leaking — across tracking, budget allocation, agency accountability, reporting and ownership.
Free resources
Practical checklists and frameworks, built from real engagements — not generic templates. Enter your details and each one lands straight in your inbox.
General diagnostics
Start here if you're not sure which resource fits — these apply to almost any business.
Attribution & Tracking Audit Framework
A practical four-layer framework for finding out what your numbers are actually telling you — built from real cross-market and cross-brand audits.
For your industry
Sharper, sector-specific versions — same idea, tuned to what actually shows up in each industry.
The Hospitality Bookings Diagnostic
A three-part framework — demand, booking route, measurement — to find out why tables or orders aren't filling, before you spend another pound on ads.
Healthcare Patient Acquisition Funnel Audit
Find out where patient acquisition costs are actually rising, before you spend more to compensate.
Cross-Market Brand Performance Scorecard
A framework for comparing marketing performance fairly across multiple brands or markets — built from a real 13-brand, 4-market rebuild.
Early-Stage Founder Fundamentals Checklist
The fundamentals that are easy to get wrong early, and expensive to fix later — built from actually building a business, not just advising on one.
Charity Fundraising Efficiency Guide
Find out where donor acquisition and retention are actually breaking down, before cutting activity that's still working.
For marketing teams
More technical, built for someone already running marketing day-to-day — an in-house lead, an agency, or a hands-on founder with a marketing background.
Marketing Tracking QA Checklist
A rigorous pre- and post-launch checklist for consent, tags, events, UTMs and CRM hand-off — use this before launch and again once real traffic starts.
Campaign Brief Template
Agree the commercial outcome, audience, measurement and ownership before the work starts. Available as an editable Word doc or print-ready PDF.
Free Browser Extensions & Marketing Tools Guide
A short, practical list for checking tracking, redirects, page structure, speed, accessibility and customer behaviour — without adding another subscription.
UTM Campaign Tracking Template
An Excel workbook with a URL builder, QA checks and naming rules — so every market, agency and platform tags campaigns the same way.
Experiment Planning & Results Template
Plan the test first, then record each variant and the decision — an Excel workbook for running a real testing programme, not just one-off guesses.
Prefer to talk it through?
Day rate £750. Available for interim, project and advisory engagements.