Results disclaimer

Where the results come from

The results on this website are real and come from two kinds of advertising account:

• From our own accounts: our own venues and online brands.
• From a client’s account: businesses whose advertising results were supplied to us from their own accounts and reports. We keep the underlying records on file.

Every business is anonymised. We don’t name businesses or give their location. Where a result comes from Google Ads rather than Meta, it says so. The Google Ads results on our Google Ads plan page all come from clients’ accounts.

We publish no results for ads in ChatGPT. They’re a pilot, and we’ll add a result only once it’s real, measured and on file.

We don’t publish testimonials, star ratings or review counts.

What the numbers are

• Figures are as reported by the advertising platform (Meta Ads Manager or Google Ads), the store platform, or the venue’s booking system, for the periods described. Where a result says “28-day periods” or “21 days”, the before and after periods are that long.
• ROAS is the advertising platform’s own count of the sales it credits to the ads, divided by ad spend. MER is the business’s total revenue divided by its total ad spend. They measure different things and often don’t match.
• Attributed revenue, booking value, contract value and potential commission are not profit. They’re before product, staff, delivery and other costs, and potential commission is not commission earned.
• Covers are attended diners. “Paid-tagged covers” are diners linked to bookings made through paid ads. Total covers include guests who didn’t come from ads.
• Figures marked “~” are approximate.

What the results don’t show

• They’re not proof of cause and effect. A before-and-after result shows what happened alongside a change. Seasons, prices, competitors, word of mouth and other marketing move numbers too.
• They’re not typical. We show results that teach something. Other businesses, including ours, have had weaker results.
• They’re not a promise. Your results depend on your product, offer, price, website, budget, market and how closely you follow your plan. We don’t guarantee any level of sales, leads, bookings, cost or return.

Sample pages

Sample plan pages on this website come from a plan made for a made-up online store. The store and its numbers are invented for the sample, and are not results.

Not advice

Results and plans are general information about advertising. They’re not financial, legal or tax advice.