How We Report Campaign Results and Traffic Data

When you read a case study on Flowing Express, you’re looking at real numbers from real campaigns. But “real” doesn’t mean perfect or complete, and we think you deserve to know what we measure, how we measure it, and what we can’t claim.

We report three types of metrics: traffic data (sessions, users, sources), conversion metrics (leads, sales, cost per acquisition), and engagement signals (time on site, click-through rates). For each, we pull directly from client platforms—Google Analytics, ad accounts, CRM systems—rather than relying on estimates or projections.

Our case studies always include:

• The time period covered and any gaps in measurement
• The traffic or revenue baseline before the campaign started
• The specific channels or tactics we used
• External factors that shaped results (seasonality, market shifts, client-side changes)
• What we can’t prove and why (brand lift, long-term retention, offline conversions we didn’t track)

We don’t report vanity metrics without context. A 200% traffic increase means little if it came from low-intent sources or didn’t move the needle on revenue. We also don’t hide the campaigns that underperformed or took time to work. Those teach something real.

Attribution gets its own note. We report what the client’s analytics setup can track. If they weren’t measuring multi-touch attribution, we say so. If iOS privacy changes broke our pixel data in month three, we mention it. We’re not statisticians hiding behind confidence intervals; we’re practitioners describing what happened and what we learned.

If you spot a metric that seems off or want more detail on how something was measured, reach out. We’d rather correct the record than defend a number that doesn’t hold up.