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Most media audits stop at analysis. You get a PDF, a presentation, a list of issues — and then the hard part of actually changing anything falls to the client. The Fuel Method is deliberately built around active verbs, because every stage of a good audit is something being done to the problem.
Trace comes first because you cannot diagnose what you cannot see. Most waste hides in the places agencies do not report on — the fees between DSPs and publishers, the queries that should never have matched, the conversions that are being double-counted. Before we form any view on performance, we make the invisible visible.
Test comes second because activity data alone cannot tell you whether a decision was right. A campaign can look efficient against its own targets and still be materially worse than the alternative. We benchmark every meaningful choice — platforms, strategy, creative cadence, commercial arrangement — against market truth, not agency averages.
Transform comes third because a report is not a result. Every engagement ends with a prioritised plan that separates what you can do in week one from what will take a quarter, with owners, timelines and projected impact. And we stay if you want us to.
Stage 01
We follow every pound through the media supply chain.
If it left your budget and did not reach a real audience, we find it.
We work from source-of-truth data — platform log-level exports, contracts, invoices, server-side event streams — never from agency-built dashboards. Before we form any view on performance, we prove where every pound actually went.
Stage 02
We benchmark every decision against market truth — not agency averages.
What you paid vs. what you could have paid. What you bought vs. what a better path would have delivered.
Agencies benchmark you against themselves — against an average of what their other clients paid. We benchmark you against the market. We stress-test strategy decisions, measurement setups, creative rotation, audience architecture and commercial arrangements to surface what a better decision would have changed.
Stage 03
Every audit ends with a prioritised 90-day plan — not just a report.
Savings start in week one. Structural gains compound from week thirteen.
Most audits end with a PDF and a meeting. Ours end with a remediation roadmap — sequenced by impact, clear on accountability, realistic on timeline. We can hand it to your team and return at twelve months for a review, or stay through implementation as an extension of your team.
Discovery and data extraction in weeks one and two. Analysis and benchmarking in weeks two through five. Findings and roadmap delivered in week six. Implementation support available if you want it; we can also return at the twelve-month mark to verify that savings have been retained and waste has not crept back.