How we score

Six dimensions. Hundreds of data points. Calibrated by industry.

Every score is built from real platform data, structured business context and qualitative assessment. Benchmarked against Australian businesses across dozens of industry verticals. Not a survey. Not a self-assessment. A measurement system.

0
Scoring dimensions
0
Sub-criteria
0
Data inputs
0+
Industry verticals

The problem

Sound familiar?

These are the problems the scoring model was built to solve.

Your agency sends a monthly PDF.
Forty pages. No context. You skim the summary and close the tab.
One score. Six dimensions. Context built in.
You check GA4 once a quarter.
Sessions went up. Or down. You are not sure what that means for the business.
The model reads your analytics continuously and tells you what changed and why it matters.
Your competitor just launched something.
You found out from LinkedIn. Not from your own data.
Competitive intelligence is baked into the score. You see where you sit relative to the field.
Budget decisions happen in a meeting room.
Based on who argues loudest, not what the numbers say.
Prioritised actions ranked by impact. Evidence replaces opinion.
You have tools. You do not have answers.
CRM, analytics, ad platforms, email. None of them talk to each other.
The model connects to your platforms and combines everything into a single diagnosis.
Most of marketing ops is pulling reports.
The people who should be doing the work spend their time proving the work happened.
Automated measurement. The system tracks whether actions worked so your team can focus on doing them.

The model

Three layers. One score.

Every score is built from three kinds of evidence. Each layer sees something the others miss.

01
Machine-observed

What the platforms already know. Traffic patterns, search rankings, ad performance, site speed, tech stack. Data that exists whether you look at it or not. The model reads it directly.

Platform dataSite infrastructureSearch signalsPerformance metrics
02
Structured context

What only you know. Team size, budget, goals, decision-making structure, sales cycle. The business context that makes the numbers mean something. Without it, every score is missing half the story.

Business goalsTeam structureBudget signalsMarket position
03
Qualitative assessment

What requires judgement. Brand positioning, messaging clarity, competitive differentiation, content quality. A machine can flag the signals. A strategist evaluates what they mean.

Brand strengthMessaging clarityContent qualityCompetitive position

The inputs

Hundreds of data points. Not a survey.

The model connects to your platforms, scans your digital presence and combines it with the context you provide. Four categories of signal, all feeding the same score.

Site infrastructure
How the website is built, how fast it loads, what tools are running, how it performs on mobile. The digital foundation everything else sits on.
Business analytics
Traffic sources, channel performance, paid media efficiency, conversion rates, audience behaviour. The full picture of how people find you and what happens when they arrive.
Business context
The things a machine cannot see on its own. Your team, your goals, your budget, your competitive position, your sales cycle. The human layer that makes the data meaningful.
Competitive landscape
What your competitors are doing in market. Their digital presence, their ad activity, their strengths and gaps. Where you sit relative to the field.

The dimensions

Six questions. Not six metrics.

Digital Maturity

Is your digital presence built to perform?

0 sub-criteria0 inputs

CMS, mobile experience, site architecture, page speed, structured data. The build quality of your digital presence. Not whether you collect data, but whether the thing you have built is ready to compete.

What we measure
Analytics config
Tag management
Mobile performance
CMS modernity
Pixel coverage
SSL and viewport
Schema markup
Strong looks like

Modern stack, fast mobile, clean architecture, structured markup.

Weak looks like

Outdated CMS, broken mobile, no structured data, slow pages.

Acquisition Performance

Can people find you?

0 sub-criteria0 inputs

Organic visibility, paid efficiency, content velocity, social presence, review momentum. The channels that bring people to the door and whether those channels are growing or shrinking.

What we measure
Channel diversification
Organic trend
Paid efficiency
Content velocity
Social presence
Review velocity
Strong looks like

Diversified channels, growing organic, efficient paid, active content.

Weak looks like

Single-channel dependency. No organic presence. Paid running blind.

Conversion Efficiency

Do they do what you need them to?

0 sub-criteria0 inputs

Conversion rates, user experience friction, social proof, calls to action, the gap between mobile and desktop. Whether visits become outcomes or just bounce.

What we measure
Page speed
Conversion rate
Social proof
CTA clarity
Form friction
Mobile conversion gap
Strong looks like

Clear paths, strong proof points, mobile converts like desktop.

Weak looks like

No clear next step. Mobile haemorrhaging users. High traffic, low results.

Retention and Loyalty

Do they come back?

0 sub-criteria0 inputs

Return visitors, email engagement, loyalty mechanics, community presence, post-purchase experience. Whether one visit becomes a relationship or a dead end.

What we measure
Return visitor rate
Email marketing
Loyalty mechanics
Community and social
Post-purchase
App presence
Strong looks like

Active email program, healthy return rate, post-purchase nurture.

Weak looks like

No email. No return visits. Every customer costs full acquisition price.

Brand and Positioning

Do they know who you are?

0 sub-criteria0 inputs

Value proposition, visual identity, messaging consistency, branded search volume, competitive differentiation. Whether you occupy a position in someone's head or just a row in a spreadsheet.

What we measure
Value proposition
Visual identity
Messaging consistency
Branded search
Differentiation
Strong looks like

Clear positioning, consistent identity, growing branded search.

Weak looks like

Generic messaging. No differentiation. Brand search is your company name and nothing else.

Data and Tracking

Are you measuring what matters?

0 sub-criteria0 inputs

Analytics quality, conversion tracking, consent compliance, attribution depth, testing maturity, marketing automation. Not whether the infrastructure exists, but whether you are using it to make better decisions.

What we measure
GA4 quality
Pixel coverage
Tag management quality
Consent maturity
A/B testing
Marketing automation
Attribution sophistication
Strong looks like

Clean analytics, proper attribution, active testing, consent compliant.

Weak looks like

Broken tracking. No consent management. Reporting exists but nobody trusts it.

Calibration

Same model. Different lens.

A plumber and a SaaS company do not need the same marketing mix. Click any industry to see how the shape changes.

Industry profile
SaaS
74
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
77
Acquisition
74
Conversion
74
Retention
77
Brand
71
Data
67
Strongest: Digital
Weakest: Data
Click to explore
Industry profile
Trades
55
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
55
Acquisition
57
Conversion
59
Retention
50
Brand
52
Data
46
Strongest: Conversion
Weakest: Data
Click to explore
Industry profile
Legal
62
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
61
Acquisition
53
Conversion
57
Retention
70
Brand
65
Data
54
Strongest: Retention
Weakest: Acquisition
Click to explore
Industry profile
Real Estate
66
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
68
Acquisition
63
Conversion
63
Retention
68
Brand
70
Data
63
Strongest: Brand
Weakest: Data
Click to explore
Industry profile
Retail
68
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
71
Acquisition
69
Conversion
70
Retention
64
Brand
69
Data
59
Strongest: Digital
Weakest: Data
Click to explore
Industry profile
Accounting
66
Score
DigitalAcquisitionConversionRetentionBrandData
Digital
67
Acquisition
63
Conversion
62
Retention
73
Brand
64
Data
55
Strongest: Retention
Weakest: Data
Click to explore

Every industry has a different profile. The model knows this.

The shape changes. The rigour does not.

Explore all benchmarks →

Confidence

Every score comes with a receipt.

Not all scores carry the same weight. The more data sources connected, the more precise the score becomes. We show you how much evidence sits behind every number, so you know exactly how much to trust it.

Very High100%

Multiple verified sources. High precision.

High82%

Strong data foundation. Most dimensions well-supported.

Medium60%

Partial data. Some dimensions estimated.

Low38%

Limited data. Directional only.

The score tells you where you stand. The evidence depth tells you how much to trust it.

The dataset

Built on evidence. Not opinions.

Australian data from Australian companies. Every score benchmarked against real businesses in the same industry.

0+
Businesses scored
Across Australia and New Zealand
0+
Industry verticals
Each with calibrated weights
0
Data inputs per score
Machine-observed and structured
0
Evidence sources
GA4, Search Console, Ads, scan and more

The dataset grows with every engagement.

Every new business scored sharpens the benchmarks for every business that came before it. The model gets better the more it sees.

Questions

Fair questions.

Continuously. Signal thresholds and industry calibrations update as more data comes through the system. The six dimensions and three signal layers are structural. Everything underneath evolves.

No. The model scores sole traders and ASX-listed companies on the same framework. Industry calibration ensures a local plumber is not judged against a national SaaS company. The bar adjusts. The rigour does not.

A dashboard shows you what happened. This tells you what it means and what to do about it. The scoring model turns platform data into a diagnosis. The plan turns the diagnosis into prioritised actions. The measurement loop tells you whether those actions worked.

The model calibrates from the closest benchmarked vertical and adjusts as data comes in. First scores are directional. They sharpen with every connected source and every subsequent engagement.

Yes. The benchmarks are open. You can explore how industries compare, where the patterns sit and what the scoring dimensions look like before a single conversation happens. Explore benchmarks →

Interested in what this looks like for your business?

We work with businesses that want evidence behind their marketing decisions. If that sounds like you, start a conversation.

Or explore the benchmarks first →