Approach/ What we measure
Business outcomes first. Vanity metrics last.
Reach and engagement are useful for learning. They are never the headline. Every engagement has a measurement hierarchy agreed before work begins.
Level 1
Business outcomes
What the business is ultimately here to achieve.
- Property sales
- Bookings and occupancy
- Revenue
- Direct-booking contribution
Level 2
Commercial indicators
The signals that predict business outcomes.
- Qualified leads
- Inspections and booking enquiries
- Pipeline value
- Sales and booking conversion
Level 3
Growth indicators
How efficiently the engine is working.
- Cost of acquisition
- Channel performance
- Website conversion
- Search visibility and CRM response
Level 4
Diagnostics
Useful for learning. Never the headline.
- Reach and impressions
- Engagement
- Creative and technical test signals
The exact hierarchy varies by client, asset and the data available. We agree it with you at the start.
(01)Reporting integrity
Reports you can take to your board.
01Baselines before targetsWe record where you start, so progress is measured — not asserted.
02Attribution, with caveatsWe say what the data can and can’t prove, and where outcomes depend on factors outside the work.
03Control versus influenceEvery report separates what Varnall controls from what we influence together.
04No borrowed creditWe never claim results beyond our control, or present work we didn’t do as our own.
Want to know where your growth is leaking?
The Growth Diagnostic gives you an indicative read across positioning, brand, demand, conversion and data — in about five minutes.
The invitation
Let’s make your next move count.
Entering a new market, launching a property or looking to improve sales and bookings? Tell us what you’re working on.