The reporting standard
How we measure.
Four rules used in every PushFire report.
Rule 01
The source is identified.
Every figure names the system it came from: the CRM, the ad account, the analytics property, the call records, or a third-party dataset like Ahrefs or Search Console. Where the source cannot be identified with confidence, the figure does not appear in the report.
Rule 02
The period, population, and counting method are stated.
"Leads" without a definition can mean form submissions, phone calls, chat interactions, or downloads. "Revenue" without a period is not a defensible number. PushFire reports print the window, the population, and the counting rule next to each figure, so the reader can reproduce it.
Rule 03
Estimates and derived figures are labeled.
Some numbers are estimates: attribution allocations across imperfect tracking, sample-based inquiry classifications, third-party spend approximations, or projected values built from partial data. When a figure is derived rather than directly counted, that fact is on the page alongside it.
Rule 04
Limitations and contrary findings remain in the report.
When the records do not support a conclusion, the report says so. Findings that reduce the case for continued investment stay in the document rather than getting quietly dropped.
In practice
The Results page shows two anonymized account reviews written under these rules — including what worked, what did not, and what the records could not establish.
Put your account under this standard.
We examine the source systems, define what can be counted, and document what the records support.