What we measure.

Our clients' businesses are private, and we don't publish their numbers or their names. What we can publish is the standard we hold ourselves to — and how to check that standard against any firm competing for your account, including us.

The four numbers that matter

Follower count is not on this list. It is the easiest number to move and the weakest predictor of income.

Metric 01

Revenue concentration

What share of income comes from your single biggest platform, and from your single biggest product. Both should fall over an engagement. A creator earning everything in one place doesn't have a business, they have an exposure.

What good looks like: no platform above roughly half of total income by the end of year one.

Metric 02

Audience retention

How many of the people who joined last quarter are still engaged this quarter. Growth on top of poor retention is a leaking bucket you're paying to fill faster.

What good looks like: retention improving quarter on quarter, even in months when growth is flat.

Metric 03

Content efficiency

Revenue per piece of content produced. It is the number that tells you whether the answer is to make more or to place what you already have better. Almost always, at first, it's the second.

What good looks like: revenue rising while production volume stays flat or falls.

Metric 04

Owned-audience share

How much of your audience you could reach tomorrow if every social platform disappeared tonight. Email lists and your own domain are the only assets in this business that nobody can switch off.

What good looks like: a directly reachable audience that grows every single month.

Why there are no case studies here

Because our clients would have to agree to it, and most of them would rather their revenue, their strategy and their name not be a marketing asset for their agency.

We think that's the right instinct, so we default to it. Discretion isn't a feature we're selling — it's the condition of doing this work properly.

What we will do is put you in touch with current clients who have volunteered to take reference calls, once a conversation is serious enough to be worth their time. Ask on the first call.

Before you sign with anyone

Five questions worth asking every firm that pitches you — including this one. Any that can't be answered straight is your answer.

"Show me a real weekly report." Redacted is fine. No template at all is not.
"What's your notice period?" If leaving is hard, staying was never the plan.
"Who actually works my account?" Names and hours, not a department.
"What do you own when this ends?" The only correct answer is nothing.
"Give me a client reference." A real firm has someone willing to pick up.

Ask us the hard questions.

The audit call is the right place for them. Bring the list above — we'd rather answer it than have you find out later.

Request a brand audit