The evidence file

Evidence, in practice.

Anonymous by design: clients are described by industry and market, never by name. Results are relative, carry their measurement window, and are backed by an internal claims register. If a number is on this page, we can stand behind it.

Paid Performance Media · South Africa

Measurement first. Then 46% lead growth in a saturated market.

A mature vehicle classifieds market, rising ad costs, and rivals with deeper budgets. We rebuilt the measurement layer first, then let first-party evidence decide where the media budget went. Vehicle leads grew 46% year on year, without matching competitors' spend.

Read the study →

+46%

Vehicle leads

2023 vs 2022, measured in GA4

Paid Performance Media · Scandinavia

Selling glasses online in a market that said no.

Prescription glasses were something Scandinavians bought in a store, from an optician, never online. An education-led, full-funnel campaign set out to make the online purchase feel normal. Online sales grew 37%, in a category the incumbents assumed was theirs.

Read the study →

+37%

Online sales

vs the prior year

Measurement & Data Infrastructure

The ads were driving sales the dashboards never saw.

Sales agents and automatic top-ups meant a large share of revenue never touched the website, and the ads driving it got no credit. Offline conversion tracking and a rebuilt GA4 closed the gap between what marketing caused and what the dashboards showed.

Read the study →

Measurement & Data Infrastructure

Reports nobody opened became the tool everybody uses.

Data lived in five systems and reports lived in Excel, so decisions waited for a spreadsheet. Integrating everything into BigQuery with Looker Studio on top made reporting fast enough to actually use: report adoption rose 60%.

Read the study →

+60%

Report adoption

after launch vs the Excel baseline

Measurement & Data Infrastructure · United Kingdom

Teaching the media plan to check the shelf before it spends.

Winning ads kept selling out popular sizes and then advertising them anyway, while well-stocked styles with real momentum went under-promoted. A live stock-versus-demand dashboard let the media plan check the shelf before spending.

Read the study →

Paid Performance Media · US, Canada, UK & Europe

Organic supplement brand improved ROAS 69% by eliminating budget waste.

When The Rebellion took over the Google Ads account it was returning 1.62x on ad spend, with the budget climbing month on month. Within 90 days we had restructured it: spend down 60%, ROAS up 69% to 2.74x. Less money, better returns.

Read the study →

+69%

ROAS

1.62x → 2.74x · Feb–May 2026 vs 2025, Google Ads

Conversion & Lifecycle · South Africa

Chasing cheaper leads capped profit. Higher-value customers grew it 52%.

A debt-review provider was winning the lead-volume game but losing on profit. Rebuilding the website and campaign structure around higher-value customers, rather than the cheapest possible leads, grew gross profit 52% year on year, on a spend increase of just 16%.

Read the study →

+52%

Gross profit

FY2025 vs FY2024, closed-invoice records

Paid Performance Media · UK & EU, expanding to the US

Breaking every shopping-campaign rule lifted account ROAS 59%.

A long-standing UK fashion client wanted new customers without new budget. Rather than protect ROAS with narrow targeting, we broadened it, switched to cost-per-acquisition bidding, and excluded existing buyers, reallocating half the account's spend. Account ROAS rose 59% and new customers grew 17%, on flat spend.

Read the study →

+59%

Account ROAS

150 days YoY, 10 Feb–9 Jul, Meta account-level

Further studies are in preparation. Each one is published only once its numbers clear the claims register.

Want your own exhibit?

Every engagement starts the same way: three weeks of evidence about your tracking, spend and visibility.

Get the Reality Check Audit