Digital Acquisition
Where customers and users actually come from.
Service / Digital Growth & Data Due Diligence
The dashboard is a report. We check the evidence.
An independent review of digital growth data for investors, founders, and businesses. We investigate whether reported metrics can be trusted, reproduced, reconciled, and traced back to reliable data sources.
Evidence trail
- 01Reported metricDashboard
- 02Metric definitionDocumented
- 03Platform dataAttributed
- 04Tracking & eventsConfigured
- 05Company recordsOwned
Scope of review
Eight areas. One question: can it be proven?
Each area is reviewed against the company's own records, not only the platforms reporting on them.
Marketing Attribution
Whether multiple platforms are claiming credit for the same conversion.
App & Product Analytics
Whether installs, registrations, active users, and key product events are accurately measured.
Conversion Tracking
Whether tracking events are duplicated, incorrectly configured, or missing.
Customer Journey Reconciliation
Connecting marketing spend to clicks, installs, registrations, activations, purchases, retention, and lifetime value.
Data Integrity
Reviewing whether the reported metrics can be independently reproduced.
Data Ownership & Historical Records
Reviewing whether the company stores critical historical data independently rather than relying entirely on third-party dashboards.
Growth Metric Validation
Reviewing CAC, conversion rates, retention, attributed revenue, and other key growth metrics.
Deliverables and boundaries
Clear scope before work begins.
Each review is scoped around the decision in front of you, the systems involved, and the data access available.
What you receive
- Source map showing where each major reported metric originates
- Reproducibility notes on definitions, calculations, date ranges, and filters
- Reconciliation of platform-reported conversions against company records
- Review of tracking, SDK, server-side event, and identity configuration
- Assessment of data ownership and historical record retention
- Written findings, open questions, and prioritised recommendations
What this is not
- Financial, legal, or statutory audit
- Tax, accounting, or valuation opinions
- Confirmation of revenue in place of financial reconciliation
- Investment advice or recommendations to invest
The standard we apply
Growth data should hold up on its own.
TraceableReproducibleReconciledHistorically preserved
APEX Performance's Digital Growth & Data Due Diligence service is not a financial, legal, or statutory audit. It focuses on the integrity, measurement, attribution, tracking, and reproducibility of digital growth and performance data.
Related reading
Read the article The Dashboard Is Not the Truth: Why Investors Need Independent Digital Due Diligence
Digital due diligence
Before you invest in the growth story, verify the data behind it.
We review how acquisition, attribution, product activity, conversion, retention, and revenue connect, and whether the reported numbers can be traced, reproduced, and independently validated.