Honest measurement from a team that has run the campaigns being measured
Before any number means anything, decide what counts as a result: a purchase, a qualified lead, a booked call, or a signup. Assign each one a value, ideally tied to average order value or close rate from your sales data, so a form fill is not treated the same as paid revenue. Without agreed values, every ROI figure that follows is guesswork.
Configure GA4 events, server-side tracking where cookies fail, and consistent UTM tags on every campaign link so traffic sources are not lumped into direct or unassigned. Tie ad platforms and your CRM together so a closed deal can be traced back to its first and last touch. We test the setup with real conversions, not assumptions, because broken tracking is the most common reason ROI reports lie.
Last-click gives all credit to the final touch and undervalues channels that start the journey, while first-click does the opposite. For longer B2B or considered purchases we lean toward data-driven or position-based models so SEO, social, and email get fair credit for assisting a sale. The model you pick changes which channels look profitable, so it is a decision, not a default.
ROI is profit divided by cost; ROAS is revenue divided by ad spend, and the two answer different questions. We report both alongside cost per acquisition and lifetime value, then reallocate budget away from channels that look busy but do not convert. The point of measurement is the decision it triggers, not a dashboard nobody reads.
A free, no-obligation readout of where you stand and a 90-day plan to improve. No slide decks, no sales theatre.
Free audit + plan
Senior strategist on every account. Weekly cadence. No offshore handoffs.
“Harshit Handa”
Dcrayons provided website development and design services for our regulatory compliance and taxation company. On-time delivery was commendable. The team was supportive, provided timely deliverables, and communicated with us through virtual meetings throughout the engagement.
Corpify
CEO, Corpify
Clutch verified
“Insha Allah Khan”
The process was smooth and professional. Dcrayons delivered digital marketing for our beauty brand and the work landed measurable outcomes. 35% traffic increase, 45% social growth, and first-page Google rankings, with responsive management throughout.
Glowral
CFO, Glowral
Clutch verified
“Nirwana Jewellers Private Limited”
They ensure all campaigns go live as scheduled without delays. The e-commerce and digital marketing support raised engagement, website traffic, and sales, and the project oversight stayed organised and responsive across the engagement.
Nirwana Jewellers Private Limited
Chief Executive Officer
Clutch verified
“Nikhil Tiwari”
Dcrayons made everything right. We commissioned a website design + development build from scratch. it shipped on schedule with responsive adjustments through the review cycles and met the Google feature compatibility we needed.
Instacertify Labs Private Limited
Co-Founder, Instacertify Labs Private Limited
Clutch verified
“Rishab”
Their attention to detail and compliance-focused approach helps build a stronger and more sustainable business. Initially they ask for documentation many sellers find difficult to provide. that is exactly what sets them apart. They now also offer USA seller account management. Loved the service. Bestseller in 3 category.
GetSetNova
Founder, GetSetNova
Amazon SPN verified
“Keratine Professional”
Dcrayons took our Amazon account from steady but flat to explosive growth: 180 percent more revenue, from Rs 1.82 crore to Rs 5.10 crore.
Keratine Professional
Salon-grade Hair Care on Amazon
Dcrayons has run SEO, PPC, social, content, and e-commerce campaigns since 2016, so when we build your measurement we know where the data tends to break and which numbers are easy to inflate. We treat analytics as the basis for budget decisions, not a monthly screenshot. Our work covers India from our Delhi headquarters and clients served through our US entity, and the same standard applies on both sides: report what is real, then change what is not working.
We set up GA4, server-side tracking, and CRM connections, then verify them with live test conversions before trusting a single report
We pick an attribution model based on your buying cycle and explain the trade-offs, rather than defaulting to last-click
Real questions people ask Dcrayons about analytics and roi. Honest answers, no jargon.
A common benchmark is roughly 5:1 revenue to cost, meaning five units of revenue for every one spent, though it varies widely by channel, margin, and industry. Low-margin retail needs a higher ratio to profit, while high-margin services can do well at a lower one. The honest answer is that a good ROI is one that clears your own margins and beats your next best use of the same budget.
ROAS is revenue divided by ad spend and measures how much top-line revenue an ad budget returns. ROI is profit divided by total cost and accounts for margins, agency fees, tools, and overheads. A campaign can show a healthy ROAS while still losing money on ROI once full costs and margins are included, which is why we report both.
We typically build on GA4 for behaviour and conversion tracking, Google Tag Manager or server-side tagging for reliable event capture, and the native reporting inside ad platforms such as Google Ads and Meta. We connect these to your CRM so revenue can be traced to source, and use Looker Studio or similar for reporting. The exact stack depends on your platforms and budget.
Each platform counts differently: ad platforms often use view-through and their own attribution windows, while GA4 credits sessions and CRM credits closed revenue. Cookie consent, ad blockers, and cross-device journeys also create gaps. Some discrepancy is normal, so we pick one source as the agreed system of record for decisions rather than expecting every tool to agree.
For paid channels you can read early signal within a few weeks once enough conversions accumulate to be statistically meaningful. SEO and content take longer, often several months, because the results compound and the buying journey is slower. We avoid drawing conclusions from a handful of conversions, since small samples produce numbers that look precise but are not.
Yes. We track organic conversions in analytics, estimate the value of ranking positions against equivalent paid traffic, and use attribution models that credit organic and content touches for assisting a sale. SEO ROI is harder to attribute than a single ad click, so we are clear about what is measured directly versus estimated.
A free, no-obligation readout and a 90-day plan to improve.