Search
Quality Score 10: what it takes, and what it saves.
Every paid search result is an auction, and it does not go to the highest bidder. Here is the score that decides it, and how to build an account that earns a 10.
Analytics
Attribution: knowing which ad caused the phone to ring.
Position One2 minute read
The oldest line in advertising is that half of it is wasted and nobody knows which half. It was never really true, and today it is an excuse. Every click carries a trail, every call can carry a number, and every form can record where the visitor came from. A business that cannot say which channel produced last month's customers is not missing data. It is missing plumbing.
What attribution actually is
Attribution is the record of cause and effect between spend and revenue. A searcher typed a keyword, saw an ad, clicked, visited the site, called, and became a customer. Each of those steps can be captured, and when they are stitched together, the business can answer the only question that matters: what did that dollar come back as?
The tools are ordinary: the ad platforms' own conversion tracking, site analytics, call tracking numbers that record the source of each call, and the CRM or order system that records what happened after the lead arrived. The work is not buying tools. It is wiring them together and keeping the wiring clean.
The leads that go missing
Most accounts we take over count form fills and nothing else. The phone calls, which for a local service business are often the majority of leads, are invisible. The chat conversations are invisible. The quote requests that came in by email are invisible. The result is a report that understates what works and overstates what is easy to measure, and budgets drift toward whatever is easiest to count rather than whatever works.
Call tracking fixes the biggest hole. A pool of numbers, swapped in by source, records which campaign produced each call without changing the number customers see on your van or your Google profile.
“A business that cannot say which channel produced last month's customers is not missing data. It is missing plumbing.”
First touch, and the long game
A customer rarely arrives in one step. They see a streaming spot, search your name a week later, click a search ad, and call. Which channel gets the credit matters less than knowing the sequence happened, which is why we record the first touch and keep it with the lead all the way to the sale.
On this site, that record lives in a first-touch marker set the moment a visitor arrives, carried into every inquiry, and stored with the lead. The same discipline runs in client accounts: the source travels with the customer, so the report at the end of the month is a record of what happened, not a guess.
- Schedule set on the discovery call.
- Built in the campaign's name.
Home
The candidate's home page
The first question an undecided voter asks, answered above the fold.
Record
What the candidate has done.
Issues
Where they stand, plainly.
Contrast
The difference, sourced.
Endorsements
Who supports them.
Plan
What they will do.
Volunteer
Shifts and events.
Donate
One click, the campaign's platform.
- Retargeting on every page: a voter who left can be reached again on streaming TV and social.
- Consent-based email and SMS capture feeding the mobilization list.
- Same-day content changes through the cycle.
What you do with it
Attribution is not a report to admire. It is the input to the only decisions that matter: which campaigns get more budget, which get fixed, and which get turned off. An account with clean tracking gets braver, because every experiment has a readable result.
The analytics and tracking service page lists what the setup includes, and the discovery call is where it starts. Bring your last month of numbers, whatever shape they are in.
Position One
Position One runs paid search, AI search and political persuasion programs from Scottsdale, Arizona for clients nationwide.
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Talk with Position One
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Thirty minutes, on video or in person. Tell us about your business or campaign, what you need and when you need it. You leave with a clear next step, a scoped proposal, or a straight answer that we are not the right fit.
- Your goal, and where you are starting from.
- Which of our services fit, and which do not.
- The next step, and what we need from you to scope it.