Offer: Edge-to-Activation

Purpose: How we pitch this service to a lead.
Notion: Offers database
One-liner: We help you get 95%+ reporting accuracy before client-side tracking can fail.

Who it’s for

Roles: Head of Marketing, CMO, Head of Growth
Industry: E-commerce, CPG, B2B SaaS (digital acquisition–driven businesses)
Preconditions: Meaningful paid media or multi-channel acquisition spend; revenue tracked in accounting/CRM but inconsistently reflected in marketing tools; increasing pressure around attribution accuracy, CAC, and reporting confidence

Business problems (in buyer words)

“We don’t trust our numbers, but we’re still being judged on them.”
15–30% of customers and conversions are invisible to client-side tracking, creating blind spots in attribution and decision-making.
Marketing, finance, and product operate from different versions of the truth → internal friction and conservative growth decisions.
Feeding algorithms junk data: 17% margin of error means ~30% variance in what your campaign algorithms see.
Stopping effective campaigns because of data inaccuracy — successful campaigns look like failures; without edge-layer data you pause campaigns you should’ve 10x’d.
Wasted remarketing spend: ads to people who already converted; personalization is lost.

ICP pain (short): Scaling ad spend without fear · Killing underperforming channels confidently · Defending budget requests · Explaining performance to leadership

Outcomes (30–90 days)

Time saved: ↓ time reconciling GA4, Segment, ad platforms, and accounting via automated Edge vs. client-layer comparison reports.
Revenue / profit: Identification and attribution of previously unattributed customers (e.g. Eden recovered ~17% with no prior visibility); reduced overpayment to partners (Eden corrected six-figure misallocations).
Efficiency / clarity: GTM and analytics shift from manual reconciliation and debate to execution and optimization; single source of truth across departments.

What we do (scope at a glance)

Edge Layer Tracking (CDN) — Capture traffic at the CDN (Cloudflare, Fastly) before the client-side pixel fires; fuller, high-fidelity visit and conversion signal. We add this as an additional stream — we don’t remove pixels or server-to-server tracking (partners and platforms often still need them).
Identification & Session Mapping — More accurate session and identity stitching at the Edge; we verify and coexist with client-side pixels where affiliates or platforms depend on pixel data.
Warehouse → Activation — We stream Edge data into your warehouse, then connect to your stack via reverse ETL or a CDP (e.g. Segment), so you get one source of truth without ripping out existing tools.

Optional add-ons: Compliance Controls (PII cleaning) — regulated or privacy-sensitive environments. Bot Filtering & Traffic Quality — when paid traffic quality or AI training data integrity is a concern.

Proof

Case snippet: Eden ( $6.2 M M R R) u n co v er e d 17$ 250K over a year due to inaccurate attribution; 26,000 orders, 4,100 new customers, 17% (697) were unattributed.
Metrics: 95% reporting accuracy with Eden; recovered ~17% of customers with no prior attribution visibility; corrected six-figure misallocations.
References: Available upon request (or anonymized).

Pricing (anchor)

Model: Phase 0 and Phase 1 are fixed-scope; Phase 2 is retainer only. Rollout across all channels (especially affiliate) is high-maintenance — publishers and requirements are a moving target. Retainer is the only way Phase 2 makes sense.

Recommended pricing (aligned to RATE_CARD.md and PRICING_CALCULATOR.md):

Phase	Duration	Price	What’s included
Phase 0 — Signal Recovery Audit	2 weeks	$8,000	CDN/Edge deploy in parallel, discrepancy report (client vs. Edge), gap by source, scope alignment for pilot. Low-cost wedge.
Phase 1 — Pilot	4–6 weeks	$18, 000-$ 25,000	Tangible pilot on most important channels (e.g. paid, direct, key partners). Edge → warehouse → reverse ETL or CDP; end-to-end testing framework and validation; clear success criteria so there’s enough confidence to move to Phase 2. Not full affiliate rollout — that’s Phase 2.
Phase 2 — Rollout & maintenance	Ongoing	$20,000/month (retainer)	Rollout across all other channels (including affiliate); ongoing maintenance as publishers and requirements change; reporting integration; runbooks and support. Minimum commitment typically 3–6 months.

Why retainer for Phase 2: Edge deployment for affiliate in e‑commerce is high-maintenance — publishers change, requirements move, and scope is a moving target. A fixed project fee doesn’t fit; retainer aligns us with ongoing reality and keeps the engagement sustainable.

Upfront (Phase 0 + Phase 1): $26, 000-$ 33,000 (Audit + Pilot). Then $20,000/month retainer for Phase 2.
Bundle: If client commits to Audit + Pilot + 6-month retainer upfront, apply 5% discount to Phase 0 + Phase 1.

Pricing factors (Phase 1 only):

Number of “key” channels in pilot: 1–2 channels = lower end; 3–4 or heavy pixel verification on key channels = upper end.
Warehouse: Client already has warehouse and pipeline patterns = simpler. We stand up or extend for Edge = moderate premium.
Integrations: Segment + 1–2 destinations = base; additional CDP/reverse ETL targets in pilot = add $2, 000-$ 4,000.

Add-ons:

Compliance controls (PII cleaning): + $5, 000-$ 10,000 (one-time or in pilot).
Bot filtering & traffic quality: + $3, 000-$ 5,000.

Assumptions: Client provides (or approves) CDN/Edge and data warehouse access; existing analytics and ad platform access; marketing and analytics/engineering stakeholders available. Edge is an additional data stream; pixels and server-to-server tracking remain.

Link to rate card: RATE_CARD.md · Edge-to-Activation is also listed in the rate card under Core / Premium fixed-fee services.

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