Step 1 — Baseline measurement. Before any engagement begins, we record the client's current metrics: monthly revenue, conversion rate, cost per acquisition, organic traffic, cart abandonment, support ticket volume, etc. These numbers come from the client's own tools (Shopify, Google Analytics, Meta Ads Manager, their CRM). We never estimate or back-calculate.
Step 2 — Success metrics in the scope document. Every project scope explicitly lists the metrics we're committing to move, with a baseline and a target for each. Example: 'Monthly revenue baseline ₹30L, target ₹45L by month 3'. This is agreed and signed before any code is written.
Step 3 — Monthly tracking. We pull fresh numbers monthly from the same tools. Month-over-month and cumulative deltas are reported transparently.
Step 4 — Case study numbers. When we publish a case study, the numbers come directly from the monthly tracking. We never round up, we never cherry-pick. If conversion went from 0.6% to 2.1%, we say 2.1%, not 'over 2x'.
Step 5 — Client review. Every case study is reviewed and approved by the client before publishing. They see the numbers we're quoting and the claims we're making, and sign off. If they want anonymization (because of competitive concerns), we anonymize — but the numbers stay accurate.