Do you set up tracking and analytics tools?

Yes. GA4 configuration, server-side tracking, consent management, event setup, CRM integration, and automation workflows are all included. Clean data in, reliable insights out.

Marketing measurement that proves fame drives revenue

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You already know marketing works - your CFO might not

Every brand we've worked with has the same problem. Marketing runs campaigns, conversions happen, revenue goes up — and nobody can prove the connection. The attribution dashboard says Google Search drove 80% of conversions. But LinkedIn says the same thing. So does Meta. Your CEO wants to know why spend keeps increasing while the CFO wonders if any of it matters at all.

The standard fix is to hire an analytics agency. They'll audit your GA4, build some dashboards, and hand you a monthly PDF.

Have they seen your brief? Don't think so. They don't know why you chose those channels. They can't tell you whether the brand campaign in Q1 is the reason your performance campaigns over-delivered in Q3. They just measure what happened — not why.

We measure differently because we do the work. The team running your media mix model is the same team that built your strategy, produced your creative, and placed your media.

The feedback loop has zero latency. When measurement shows a channel is underperforming, the adjustment happens the same week — not next quarter, after a report lands on somebody's desk.

Media mix modeling

We run proprietary MMM that doesn't require six months of setup or an enterprise license. Our models ingest media spend, sales data, and external variables (seasonality, competitor activity, economic conditions) to show you where your money actually worked — and where you're over-investing.

Brand lift & mental availability

Our brand lift studies measure ad recall, message association, and purchase consideration. Mental availability tracking tells you whether your brand comes to mind when a buyer enters your category. These are the metrics that predict revenue 6-12 months before it shows up in your pipeline.

Reporting and dashboards

Live dashboards in Looker Studio, connected to your ad platforms, CRM, and web analytics through BigQuery. Enough of the squeezed screenshots of Google Ads pasted into a PowerPoint. We build reporting around the metrics your team needs — conversion data for performance leads, brand metrics for marketing directors, revenue impact for the C-suite. One data warehouse, any views you need.

Marketing technology setup

Our standard stack: GA4 with server-side tagging, Google Tag Manager, consent management via OneTrust or CookieScript (GDPR/ePrivacy compliant), HubSpot or Microsoft Dynamics CRM integration, and automation through Zapier or Make for lead routing and lifecycle workflows.

based work

based insights

We learn so we have more to share. A collection of our thoughts on performance marketing, advertising, and marketing automation.

B2B Brand Building: The Complete Guide to Fame-First Marketing

Most B2B companies are invisible — not because they lack a product, but because they've never invested in being known. Here's a complete framework for building a B2B brand that earns attention, commands premium, and compounds over time.

PPC advertising for steel and metalwork industry

The pitfalls of running PPC advertising for steel and metalwork industry and what to do instead of becoming an angel investor for Google Ads. Specific strategies for search campaigns for CNC and metal fabrication brands

How to Build a Media Plan for a Product Launch Campaign

A media plan is a budget allocation document. It decides where money goes, when, and in what proportions. Most are built backwards — channels first, rationale second. Here's how to build one that serves a launch instead of just spending money on schedule.

Why Most Product Launches Fail (and the 5 Pillars That Build Fame Instead)

You spent a year building the product. Burned through media budget in a spectacular launch week. 30 days later you're staring at a flatline. Here's the fame-first framework that builds something the market remembers — long after the invoices clear.

based. FAQs and Expectations

What does a marketing measurement agency do?

A marketing measurement agency tracks, analyzes, and interprets marketing performance data to show you which activities actually drive business results.

At based., measurement is integrated into strategy, creative, and media — not outsourced to a separate team.

What is media mix modeling?

Media mix modeling (MMM) is a statistical method that measures the impact of each marketing channel on sales or conversions while controlling for external factors like seasonality and competitive activity. Unlike attribution modeling, it doesn't depend on cookies or pixel tracking, which makes it more accurate in a privacy-restricted environment.

How is this different from hiring a standalone analytics agency?

A standalone analytics agency measures what happened. We measure what happened, know why it happened, and can change what happens next — because the same team that reads the data also controls the strategy, creative, and media. There's no handoff, no misinterpretation, and no 30-day lag between insight and action.

What reporting tools do you use?

Looker Studio for dashboards, BigQuery for data warehousing, and Google Cloud for the data pipeline. We also integrate with Tableau where clients already use it. CRM reporting runs through HubSpot, Salesforce, or Microsoft Dynamics. We build custom solutions for our enterprise clients.

Can you measure brand campaigns, not just performance?

That's the whole point. We measure brand lift, mental availability, ad recall, and purchase consideration alongside conversion metrics. Most brands over-measure performance and under-measure brand — which is why brand budgets are the first to get cut, and the hardest to justify restoring.

Based? Based on what?

based - a word used when you agree with something; or when you want to recognize someone for being themselves, i.e. courageous and unique or not caring what others think. Especially common in online political slang. The opposite of cringe, some times the opposite of biased.
‍-Urban Dictionary

Done optimizing for mediocrity? Let's talk.

We'll let you know if we are a fit or not.

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