The purchase fires twice
The order confirmation page carries two purchase tags, so every online sale counts twice and the reported return runs at roughly double what you booked. No alert fires. It just compounds.
One flat fee by ad spend. Will Gray runs your campaigns himself.
Graystone is a performance marketing agency for multi-unit operators and B2B SaaS. Restaurants, hospitality, entertainment and multi-location retail doing $5M to $50M, and B2B SaaS companies. No setup fee, an automated weekly scoreboard, and a call every other week or async, your choice. Add tracking to reconcile against what your books actually show, or put a fractional CMO in the seat when you need one.
Creative stays with your team.
GraystoneReconciliation
With Tracking · trailing 90 days, all locations
Platform reported$412,880
POS booked$293,146
Difference$119,734
29.0%
The number you got handed is usually wrong, and nobody owns finding out by how much.
Every operator we have opened the accounts for had at least one of these. None of them knew which.
Five agency eras, one container
Tags nobody removed are still sending purchase data to accounts nobody at the company can name. Your data is leaving the building and your number is wrong in both directions.
Two numbers, never on one page
Platform-reported value and POS-booked revenue have never sat side by side, by location, on a schedule. So every budget call you made last quarter ran on the platform's word.
Brand search is counting your regulars
Your brand campaign catches people who typed your name because they were already coming. The platform books every one of them as a sale the ads produced, and the account average looks great. Take them out and the return on everything else is a different number. Nobody takes them out.
The whole performance function, from media to the scoreboard.
Media, measurement, conversion and lifecycle under one roof. Will Gray runs your campaigns himself. Add tracking to report against what you actually booked. Your brand team keeps creative.
Paid media
Google, Meta, LinkedIn, Reddit, TikTok and Local Services, built and managed by Will Gray, tested and reallocated every week. Add tracking to reallocate against booked revenue instead of platform claims.
Measurement and attribution
The Tracking add-on: GA4, Google Tag Manager and server-side Conversions API, with the monthly reconciliation to booked revenue, so each sale counts once and lands in the platform that earned it.
Conversion pages
Landing pages and ordering paths that raise conversion rate, so the same media dollars buy more orders before anyone raises a budget.
Email and SMS
Lifecycle flows on the customers you already paid for. Welcome, second purchase, catering, lapsed. The flows operators skip and then pay for.
The scoreboard
A weekly automated scoreboard to your portal. The Fractional CMO Seat adds a one-page monthly scorecard that says, in our own words, whether the seat is earning its fee.
Fractional CMO
A senior operator in the seat, running the function, the vendors and the plan, for operators who need more than media management.
Start with the free check. Step up when your numbers say to.
No custom scope, and nobody invents a fourth option halfway through.
Ad Spend Reconciliation CheckFree
Three steps, about 30 minutes, in your own accounts. Find the double count, find the stale property, put the platform number next to the POS number. Yours to keep whether or not we ever talk.
Paid MediaPriced by monthly ad spend
Google, Meta, LinkedIn, Reddit and TikTok, built and managed by Will Gray. No setup fee. The weekly automated scoreboard. A working call every other week, or async updates. Your choice.
CRO and landing pagesStacks on Paid Media
Landing pages and ordering paths that raise conversion rate, so the same media dollars buy more orders before anyone raises a budget.
Email and SMSStacks on Paid Media
Lifecycle flows on the customers you already paid for. Welcome, second purchase, catering, lapsed. The flows operators skip and then pay for.
TrackingStacks on Paid Media
A one-time build: GA4, Google Tag Manager and server-side Conversions API, so each sale counts once and lands in the platform that earned it. Then ongoing reconciliation to booked revenue.
Fractional CMO SeatThe premium seat. For operators who want the whole function run.
Everything in Paid Media and every add-on, plus a senior operator running the whole function. Strategy, budget, vendors and agencies, the monthly scorecard, a weekly executive session.
We do not guarantee revenue, ROAS or CPA. Nobody honest can.
We are the right agency for a narrow kind of operator, and we say so on the first call.
Built for
- 5 to 50 locations doing $5M to $50M, or a B2B SaaS company with a paid pipeline worth reconciling
- A POS, ordering system or CRM that reports by location or by deal, and a person who can grant access
- One internal owner who can open every account inside ten business days
- A CEO who has said some version of "the agency's number doesn't match the books"
Not built for
- Fewer than five locations, or a single brand under about $5M
- Franchise systems where corporate cannot see unit-level POS
- Cash-only operations with no digital ordering record
- Anyone who wants creative inside the fee, or a fourth option invented on a call
Will Gray runs your account himself.
Week 1
Access and build
Access closed, definitions signed by your owner, and campaigns built against your goals. With tracking: the platform-claimed number against what the POS booked for the trailing 90 days, the same receipt as the one above, with your numbers on it.
Day 30
The acceptance test
Campaigns are live across your platforms and the first automated scoreboard has published. With tracking: every purchased platform counts one real event per sale, and the reconciliation is live by location. Pass or fail, with the evidence attached.
Day 75
The renewal review
Whether the account is earning its price, in our own assessment, whether or not the answer flatters us.
Will Gray
Founder
Find out what your ads actually returned.
Start with the free reconciliation check. Three steps, thirty minutes, your own accounts, and no pitch until you have seen your own numbers.
Get the free reconciliation check