Follow the whole chain
A website visit, an inquiry and a booked job are different events. Model each transition separately. If a page receives a thousand visits, doubling its inquiry rate does not automatically double revenue; the business still needs to qualify and serve the resulting requests.
Work with contribution, too
Revenue is the amount paid by the customer before many costs. Contribution margin is a useful planning input for the amount left after the costs associated with delivering that work. Keep marketing fees and first-year setup visible in the comparison.
Replace assumptions with observations
Label the starting scenario and write down where each number came from. After an appropriate review period, compare it with verified results. A scenario calculator is a way to ask better questions, not evidence that a specific design or agency will produce the target.
Turn the note into a next action.
Write down what is true today, who owns the next decision and what evidence would show the work is complete. Start small enough that the team can follow through.
Discuss this with Stardust Labs