The Second-Opinion CheckThe 12 questions, on one sheetThe 12 questions, on one sheet

The questions on one printable front-and-back sheet, marked for shops and lead-gen, ready to send before your next review.

What you get (+1 bonus)

The twelve questions, printable.
Every question from the full guide in plain words, grouped under four headings: counting the right thing, still working, learning from the right signal and seeing it all.
Marked for shops and lead-gen.
Each question carries a tag for shops, lead-gen or both. Shops ask about refunds and cancellations, and lead-gen businesses ask about spam leads and whether Google Ads hears which leads became customers.
A good sign for each.
Under every question, one line on what a good answer sounds like, such as one primary purchase action for shops or one "form sent" action for lead-gen.
Ready to send before a review.
Print it, pick three or four questions and send them ahead of your next review. The full guide, included here, shows how to check each answer yourself in five minutes.
+1 bonus
An AI skill for Claude, ChatGPT, Gemini or Copilot
that marks each of the twelve questions answered, open or to verify against your monthly report, and drafts friendly follow-ups.

Free · about 15 seconds

Who it's for, and who it's not for

A business owner at a desk compares a printed monthly marketing report with a bank balance on a phone, pen in hand.

Who it's for

Owners of shops and lead-gen businesses with a marketing review coming up, who want a short list of good questions to send in advance.
Anyone working with an agency, a freelancer or their own team who wants to know what a good answer sounds like before they ask.
Agencies and freelancers who want to answer these questions before a client asks, and show how their reports are put together.

Who it's not for

Anyone hoping to catch a partner out. The questions are written to start a calm conversation, and "I don't know yet, I'll check" is a fine first answer.
Analysts who already document every conversion, attribution setting and data source for their reports - you'll have answered most of these already.

What's inside

PDF · 2 pages, front and back

Honest note

The printable page gives you the questions and what a good answer sounds like. It can't tell you whether the answer you get is true. For that, the full guide shows how to check each one yourself in five minutes, and how to ask ChatGPT or Claude to compare your monthly report with the raw exports. Some answers, like whether consent works, need someone to test the website.

Free · about 15 seconds