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Frankenstein reports and funnel tunnel vision
Jeff Sauer
November 27, 2025
In partnership with
From dirty data to CLEAN
Let’s say your kitchen is a disaster…
Stuff piled on every counter. Sink buried under dishes. Stove covered in clutter. You couldn't prepare a meal in there if you tried.
Now imagine someone asks you to just grab a glass of water.
Could you even find a clean cup? Would you be able to reach the sink? Is the faucet accessible enough to turn on?
This is exactly what we do with our data.
We keep adding tools. Slapping on new tracking. Shoving consent managers into place and hoping for the best. When someone asks for a simple metric—what's our conversion rate? What's our revenue?—We can't answer because there's too much crap in the way.
Julie just released something that addresses this head-on.
She created a quick quiz to help you figure out if you're making decisions from dirty data. It's six questions. Takes 30 seconds.
Here's what she asks:
Is your data in silos? Google Analytics over here. Meta over there. Your CRM somewhere else. All disconnected, not talking to each other.
Do you have Frankenstein reports? Grabbing a little data from this platform, copying from that spreadsheet, and stitching it all together into something ugly and clunky.
Do you spend more time fixing reports than taking action? Constantly troubleshooting instead of optimizing toward your actual goals.
Do you spend more time analyzing than acting? Spinning your wheels across different platforms, unable to see the whole story or know what's actually true.
Do you have funnel tunnel vision? (Say that three times fast.) Focused on one piece of the puzzle—maybe you're great at getting eyeballs to a page—but missing the big picture of what actually drives leads and revenue.
Do dashboards from different departments or platforms disagree on the truth? Vendor A says this. Vendor B says that. You don't know who to believe.
If you answered yes to ANY of these, you have dirty data.
I know that's not what you want to hear.
Maybe your data isn't as bad as the disaster kitchen. Maybe you can get that glass of water. Maybe you can throw together a quick meal.
But it could be so much better.
A clean environment is proven to reduce stress and increase efficiency. The same is true for your data. You don't want to just hide the mess in a drawer or shove it into the garage. You want to actually clean it up.
That's where CLEAN data comes in.
In this week’s video, Julie walks through our new framework. It's something we developed internally first—because honestly, our own data was getting messy. We teach by throwing things up, pulling them down, testing constantly. It was chaotic.
We wanted something easier for us AND easier for you to implement across all your clients. Something that works regardless of platform—Google, Adobe, whatever you're using.
Here's the framework:
C - COLLECT
Map what data is going where. What are you sending to Analytics? To Meta? To your CRM? Do you have a thread connecting them all so you can see the big picture later?
L - LABEL
Define the behaviors and conversions that matter. This isn't platform-specific. It works for any analytics tool you're using.
E - ENHANCE
Level up your data. Enrich it, protect it (maybe through server-side tracking), connect it. This is where you move beyond out-of-the-box events and into custom tracking, cloud platforms like BigQuery, whatever makes your data more useful.
A - ASSEMBLE
Combine your data into dashboards that are easier to understand. Not Frankenstein reports—actual coherent views that show you which ads drive conversions, which pages generate leads, which leads become buyers.
N - NARRATE
Turn your data into next steps and actions. This is where you see the whole story and know exactly what to turn off, what to optimize, what to double down on.
A lot of people skip the Enhance step and jump straight from Label to Assemble. That's probably why their dashboards feel clunky.
The CLEAN framework takes you from the messy kitchen to the organized one. From chaos to clarity. From dirty data to something you can actually trust and act on.
We're going to be releasing more content, tools, and resources around this. No big pitch here. Julie just couldn't wait to share this with you.
Stay tuned.
To Your Measured Success!
--Jeff Sauer
Co-Founder of MeasureU
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