# Case evidence: metrics, context and limitations

Canonical page: https://globalleadindex.com/cases/

Language: English. Site content date: 2026-09-12

> Read agency case studies with their original definitions, periods and limits of comparison.

The acquisition desk

A number is useful only with its definition, source and comparison base.

Evidence review

## [Tensar: AI-related search clicks are not AI referrals](https://globalleadindex.com/cases/tensar-ai-keywords/)

The useful distinction is the denominator: clicks for a selected keyword set are not a direct count of visits from an AI answer. Preserve the original label when comparing vendors.

Evidence review

## [Omnicharge: meetings and deals use different time windows](https://globalleadindex.com/cases/omnicharge-meetings/)

Do not divide the deal headline by the annual appointment count: the time windows differ. A conversion rate needs the same cohort followed through its sales cycle.

Evidence review

## [DataGuard: pipeline is not collected revenue](https://globalleadindex.com/cases/dataguard-pipeline/)

This is an example of a connected delivery model. The reported pipeline measures potential commercial value; it cannot be booked as revenue or treated as profit.

Evidence review

## [One Click Contractor: traffic and MQLs move differently](https://globalleadindex.com/cases/occ-organic-mqls/)

Different growth rates can be useful for diagnosing the journey, but they do not by themselves prove that a redesign caused the change. Inspect audience mix and qualification rules.

Evidence review

## [Norse Atlantic: keep the sales growth baseline visible](https://globalleadindex.com/cases/norse-sales-context/)

A new airline changes distribution, route availability and awareness while campaigns run. An increase during launch is not a reusable forecast for a mature business.

Evidence review

## [United Elite Group: inspect the advertising-to-CRM handoff](https://globalleadindex.com/cases/united-elite-handoff/)

Two buying paths should not share an unexplained lead-quality rule. A homeowner enquiry and a professional partnership require separate definitions and routing.

Evidence review

## [Car2Sell: separate channel ownership from incremental sales](https://globalleadindex.com/cases/car2sell-channel-ownership/)

A higher share of enquiries from owned channels may change control and cost. It does not automatically mean the business acquired additional customers rather than shifted their route.

Evidence review

## [Cryptus: preserve ROMI and enquiry definitions](https://globalleadindex.com/cases/cryptus-metric-definition/)

The reported figure is labeled ROMI, not ROAS or profit. A course enquiry also does not establish an enrolment or retained customer. Keep both definitions in the brief.