Radiografía
Confirm with your data what is holding back profitable growth.
The Radiografía, our in-depth diagnosis, is Verdict's first paid layer. It connects your internal data to check what, from outside, was only a signal, and it ends in decisions with their evidence, their limits and a plan. It is not an audit of everything: it is an investigation aimed at deciding.
The questions it tries to answer.
The ones a single-channel specialist can't answer, because the answer lies where the sources cross.
- How much of what advertising sells is carried by products with insufficient margin?
- How much of the organic demand lands on out-of-stock product pages?
- Is the drop down to demand, availability, price, conversion, product mix or measurement?
- How far can you scale before you hit a stock or margin limit?
- Which products sell through advertising but don't exist for search engines?
- Which of the things you take for granted about your business doesn't hold up?
Not all of them will have an answer in your case. Those that don't will come with what would be needed to answer them.
The data it needs.
Read-only access, with instructions for each platform. Nothing is installed on your website. Whatever can't be connected is declared as a limit, not filled in with an assumption.
- Your storeOrders and order lines, catalogue and variants, inventory, discounts, customers, refunds and returns.
- CostsProduct cost per variant, or a cost file. Without it, profitability can't be discussed, and we say so.
- AnalyticsGoogle Analytics 4: sessions, funnel, sources and purchase behaviour.
- Search ConsoleDemand, queries and landing pages.
- AdvertisingGoogle Ads and, if there is spend, Meta Ads: spend, campaigns and performance by product.
- Merchant CenterActive and disapproved products and the reasons, if you run Shopping.
- What only you knowThe real cost of shipping and payment gateway, returns, stock or supplier limits, and decisions already under way.
Before anything is connected, a data processing agreement is signed (Article 28 GDPR). Order and customer data is accessed: it is a prerequisite, not a formality for later.
The first step is checking that the data tells the truth.
A decision made on badly measured data is worse than not deciding. That is why the Radiografía starts with rules that are never skipped.
- Sales Sales are the store's sales. Analytics and advertising are checked against them. If they don't match, the difference is quantified and becomes a finding.
- Costs A cost loaded as zero is treated as unknown. Taking it at face value produces 100% margins that don't exist.
- Returns Refunded is not the same as returned. A cancelled order generates no reverse logistics.
- Margin Profit is read in layers: net sales, gross margin, contribution, after advertising and operating result. Gross margin alone is not enough to call something “profitable”.
- Impact Always as a range, or declared as not calculable. An exact figure built on an estimate is an invention.
How what is known is kept apart from what is assumed.
Traffic falling on sold-out product pages can be a fact. How much is recovered by restocking is an estimate. Mixing the two would mean lying about one of them, so every figure is labelled.
- ObservedArithmetic on your data, with the source and the calculation in plain view.
- EstimatedProjected from your business, as a range and with the assumption written down.
- HypothesisPending cross-check. It can come from the Scan, from your team or from the analysis itself.
- InsufficientWhat couldn't be measured, naming which data or access would unlock it.
The fourth category is the one almost no report has, and it is what prevents making an expensive decision on an invented number.
What is delivered.
A set of decisions that reads quickly at the top and holds up when you drill down to the evidence behind each one.
The business reading
What is holding back profitable growth today.
- Findings with evidenceEach with its source, its period and what it doesn't prove.
- Impact or riskAs a range, or not calculable if the data doesn't allow more.
- What doesn't hold upWhat was taken as true about the business and the data doesn't confirm, and what it does confirm.
- LimitsWhich areas couldn't be assessed and what would be needed to assess them.
The decisions
What to do, what not to do, and in what order.
- Priorities with reasonsRanked by evidence, impact, dependencies, capacity to execute them and risk.
- What isn't worth doing yetWith the reason written down: ruling out is also deciding.
- Owner and dateWho moves each decision and when it is reviewed.
- Metric and conditionWhich number should change, and when it is kept, corrected or stopped.
The plan
How you get from the decision to the action.
- Ordered actionsWith their dependencies and what blocks each one.
- What is missing and who has itA piece of business data, work on our side or the result of a test.
- A session to explain itWith whoever decides, to resolve doubts and follow-up questions.
- Confirmed decisionsA decision isn't considered taken until someone with the authority to do so confirms it.
If the data isn't enough.
It happens, and it isn't a failure of the diagnosis. Hiding it would be.
- It is declaredWhat is missing, who has it and which decisions can't be taken as a result.
- It is decided with careIf a decision has to be made anyway, it is marked as provisional, with the risk written down and a review date.
- Or it isn't decidedSometimes the honest conclusion is that there is no basis for deciding yet, and what the first step towards having one would be.
What it doesn't include, and what happens next.
It doesn't include
- Implementing the changes
- Managing campaigns, SEO or content
- An exhaustive technical SEO or advertising audit
- A guaranteed increase in sales
Afterwards you can
- Carry out the plan with your team or your suppliers
- Continue with Verdict 90 to direct the execution
- Leave it there: the document and the plan are yours
After the conversation you will receive a fixed scope and price before anything starts. If the Scan and the findings review don't justify opening your data, we will tell you.
The Radiografía starts with a Scan.
First we look from outside, with no access. If there is something worth checking with your data, we talk about it. If you want to go straight to the Radiografía, say so in the comment field of the request.