A percentage increase means little until an operator knows what was measured. More impressions, more website visits and more customers are different outcomes. A credible acquisition proposal explains the starting point, the work involved and the evidence that would support its results.
Before comparing suppliers, turn each headline claim into a question that can be answered with data. That makes proposals easier to compare and helps prevent services from being sold under an unclear promise of growth.
Match each claim to a defined service
Ask the supplier to name the work behind the result. SEO, paid advertising, affiliate management and customer-retention campaigns involve different activities and reporting. A proposal that mentions all four should identify which are actually included and who is responsible for each.
For an SEO proposal, ask which pages and search audiences matter. “Increase visibility” could mean attracting relevant prospective customers, but it could also mean appearing for broad informational searches with little connection to the business.
For match streaming, ask about the signal requirement and delivery option. A streaming demonstration can support a discussion about the user experience; it cannot prove a future acquisition result.
Write each agreed service as a concrete deliverable. A reviewed set of pages, an implementation plan or an agreed signal integration is easier to evaluate than a promise to transform performance.
Ask for the baseline, period and attribution method
A useful result should identify the starting value, ending value, measurement period and data source. It should also explain whether the comparison uses the same pages, markets and definitions.
Consider this hypothetical example: an article’s monthly organic clicks rise from 20 to 40. That is a 100% increase, but the absolute gain is 20 clicks. The example says nothing about enquiries, registrations or customer value unless those outcomes were also measured. It is an illustration, not a CD Marketing case study.
Ask whether anything else changed during the period. A major sporting event, a brand campaign or a website migration can affect the interpretation. Record these circumstances rather than assigning every change to one supplier.
Attribution also needs a clear definition. If the same person discovers a business through search and later returns through another channel, different reporting methods may assign credit differently. The proposal should state which method it will use and its limitations.
Our guide to measuring SEO and social traffic separately explains the importance of keeping channel reporting distinct.
Treat percentages and credentials as verifiable claims
When a supplier presents a strong performance statistic, request the underlying context:
- What is the denominator, such as recipients, visitors or qualified enquiries?
- Which dates and markets does the figure cover?
- Does it represent one campaign or a typical result across comparable projects?
- Can the result be checked in a suitably anonymized report?
- Does the client permit the example to be shared?
Team size, certifications, partnerships and client logos also need evidence. A presentation should make clear which experience belongs to the people working on the proposed project. An unsupported credential should not determine the purchasing decision.
Be equally careful with ranking guarantees. Google’s advice on hiring an SEO warns against suppliers promising a number-one ranking. Ask for an explanation of the proposed work, its dependencies and how completed changes will be verified.
What CD Marketing can discuss
CD Marketing’s core services are Google SEO for iGaming operators and sports match signal sources, especially football and cricket. Signals can be discussed as an API delivery project or alongside a separate streaming website.
For SEO, the proposal should define the site priorities, deliverables, implementation responsibilities and reporting. For streaming, confirm match availability, technical requirements, support arrangements and commercial terms during consultation.
Livescores and additional fixtures or data are optional paid extras. A product requirement should be agreed separately from any expectation about customer acquisition.
Questions to include in a supplier review
Before accepting a proposal, ask the supplier to show how each promised outcome relates to an agreed activity. Request a sample reporting structure, the evidence required to mark work complete and an explanation of results that cannot be guaranteed.
For a broader comparison, use our iGaming agency selection guide. Keep the final decision tied to the work your business needs and the evidence the supplier can provide.
Does an impression prove a customer acquisition?
No. An impression records search visibility, not a sale or customer relationship. Use separately defined business outcomes to assess acquisition.
Can an SEO supplier guarantee a ranking?
Treat guaranteed positions as a warning sign. A supplier can commit to agreed work and reporting, but cannot control Google’s final ranking decisions.
