The Goal Performance System
GPS is the operating system under every Conduit account. We don't start with a media plan. We start with your client's real business math: what a customer is worth, what they can afford to pay to win one, and what a lead has to cost for the math to work. The plan comes after, built to hit a number that's already been agreed on, not around one that sounds good in a slide.
The credentials behind the work
Meta Business PartnerAdvantage+ and CAPI
Fastest Growing 3x#2 in the World, 2020Meta Business PartnerAdvantage+ and CAPIFastest Growing 3x#2 in the World, 2020Start With the Business Math
This industry runs on initials, and every vendor has a dashboard engineered to make activity look like achievement. We named our system too, and we know exactly how that sounds. The difference is what it resolves to.
GPS starts with one number: what a lead is actually allowed to cost, built from your client's own margin and close rate. Not a platform benchmark. Not last year's CPL. Their business math. Three of the four inputs your client already knows; the fourth is the one that decides whether a channel, a budget, or a goal is realistic before a single dollar is spent.
The math, in one line
A lead may cost$230
The number exists before the campaign does, and every channel gets judged against it.
Revenue per sale × Margin %
What's left from a typical sale after the cost of doing the work, before marketing touches it.
= Max CAC (break-even ceiling)
Spend exactly this to win a customer and you break even. It's a ceiling, never a target.
Max CAC × 40% = Target CAC
The healthy, sustainable number we actually plan around, never the ceiling itself.
Target CAC × Close Rate = Target CPL
The number every channel gets judged against. This is what turns "clicks" into a business decision.
Roofing leads run $70–$210 across the industry. Every dollar of that sits under this client's ceiling, meaning the conversation isn't "can we afford leads," it's "how much volume can we responsibly buy."
That number goes in the agreement before a dollar moves. Both sides sign it. Every optimization decision after that runs against it, including in the months we miss, because the scorecard was set before the game.
When your client asks what they got for the budget, the answer is revenue attributed to the campaign. Not digital fairy dust.
How GPS Navigates
Key Performance Actions
A single, quantifiable metric that defines success, built from your client's real business math: how many leads produce enough qualified appointments, at what close rate, at what lifetime value. Everyone agrees on it before a dollar moves. Examples: a $50 cost per lead, a $200 new-customer acquisition cost, a 4x return on ad spend.
Key Performance Actions are the tangible, tracked steps that move the account toward the goal: form fills, phone calls, booked appointments, chats, brochure downloads. They're the focus of every report, because they're the actions a client recognizes as their business actually working.
Is This a Fit?
Three checks, each judged independently, roll into one verdict before a proposal, not after a quarter of underperformance.
Something's structurally off. We fix the business math, the mix, or the goal before we ever pitch it, not after.
Nothing's broken, but the goal, the mix, or the budget needs a tweak before this is sellable with confidence.
All three check out. We proceed exactly as planned, with a number both sides already believe in.
Why the Launch Matters
The long-term viability of a campaign is decided before the first dollar is spent. GPS front-loads the work most white labels skip: the business math, the goal, the KPAs, and the tracking, all locked and verified before anything goes live.
Best for
Tracking
Dashboard
Reporting
Launch
Both tiers start from the same onboarding: a client business brief, the ROI business math with an industry benchmark, and an AI-driven digital audit.
What CRM access actually means
Core proves a campaign produced leads. Intelligence proves which leads became revenue, and that difference is entirely a CRM question. Without it, every platform optimizes toward the cheapest form fill. With it, they optimize toward the leads that actually close. We are not asking to run your client’s CRM: we need a read of the deal record and a way to send closed-won events back to the platforms.
Try It With Your Numbers
Drop in a sale value, a margin, and a close rate, and get a Max CPL back in seconds.
Every channel plays exactly one of three jobs. Confusing those jobs is how agencies end up blaming a channel for missing a target it was never built to hit. GPS assigns each channel its role, its expectation, and the number it's actually accountable for, before it's ever compared to another channel.
Most reporting hands every dollar of credit to the last click, then wonders why the channels doing the earlier work look like they aren't pulling weight. GPS evaluates the whole purchase system against the business outcome, not just the final interaction before it.
| Channel | Create | Influence | Capture |
|---|---|---|---|
| SEO / AEO / GEO | Primary job | Supporting role | No role |
| Programmatic / CTV / OTT | Primary job | Supporting role | No role |
| Paid Social | Supporting role | Primary job | Supporting role |
| Paid Search | No role | Supporting role | Primary job |
Qualified reach, frequency, and attention; brand lift; Category Entry Point associations; downstream lift in branded search and direct site traffic.
Consideration, engaged research, and return visits; direct and organic demand; review interaction; assisted actions and preference signals.
Qualified leads, bookings, and sales; revenue; conversion rate; cost per acquisition; return on ad spend.
Does Create increase memory and future demand?
Does Influence improve consideration and preference?
Does Capture convert more efficiently when those upstream conditions are stronger?
The Reporting
White-labeled and built in-house, so it carries your brand instead of a vendor's: paid search, paid social, programmatic, and SEO on the same page, instead of four exports that never quite reconcile.
The monthly narrative is where GPS earns its name. It explains the why behind each KPA movement, tied to the calls, bookings, and revenue a client recognizes as their business working. At the Intelligence tier, that narrative extends to CAC, LTV, MER, and ROI, so the report answers what the spend returned, not just what it did.
The Roadmap to Scale
The business math and the goal, locked before a dollar moves.
Tracking locked: GTM, GA4, and Conversion Clarity, live in five business days.
The turn-by-turn actions, tracked and reported weekly.
The why behind the numbers, in your brand, not a vendor’s.
The destination: the number we agreed on before we started.
Questions We're Usually Asked
Common starting point, not a problem. For the first 90 days we use published industry figures as the baseline, clearly flagged as estimates. Once there's three months of real performance, we replace every estimate with the account's own numbers and rebuild the plan on that.
Cost-per-lead baselines come from WordStream by LOCALiQ's benchmark data, covering more than 13,000 U.S. search campaigns. Sale value, margin, and close rate start as industry estimates and are the first figures replaced with the client's own.
Very much so. SEO is the only channel still working after the spend stops, and Display grows the pool of people looking for the brand at all, which makes every other channel cheaper over time. They sit outside the committed number because their return builds over months, and we'd rather show results than promise them upfront.
Then we say so, and show exactly what would close the gap: the budget, the close rate, the sale value, or the margin. Usually one of those turns out to be understated. If none are, the real conversation is about pricing, and it's far better to have that conversation before launch than after.
No, and it's worth being wary of anyone who says otherwise. These are projections built from real business math and real industry data. The safe number is the one we put in writing, and we'd always rather set an expectation we can beat than one we can't.
Google reviews from agency partners
I've had the pleasure of working with Conduit for nearly four years now and I can't say enough great things about them. Their expertise and client service are unmatched, and they're constantly releasing invaluable tools and resources that make agency owners lives easier.
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