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Digital positioning

Positioning means being present at every moment when someone might discover you or make up their mind: when they scroll social media without looking for anything, when they search on Google, when they open Maps and when they ask an AI. Each channel plays a different role and is measured differently.

North team · Updated October 7, 2026 · 5 min read

5channels, each with its role
5metrics, one per channel
MERthe metric that ties them together
1dashboard for all of them

What can be done

The pieces that make up positioning, from content to measurement. Each one is explained in depth on its own page.

ContentScripted Reels and TikTokshook 0-3 s → proof → call to actionVertical videos with a hook that gets corrected by watching the retention curve and an ending that asks for the booking.
ContentCreators and partner brandscollab post → partnership adThe same piece goes out on your account and on the creator’s or partner brand’s, and can then be promoted from their profile.
AdsAds that open WhatsAppclick → chat with a prefilled message → bookingThe person taps the ad and lands in a conversation with your business, with the message already written.
AdsRoom or product catalogAdvantage+ catalog · hotel feedMeta builds each ad with the room, the photo and the price each person is most interested in.
GoogleA Business Profile that answerscategories · attributes · booking linkThe listing answers hours, price, menu and booking without the person having to visit the website.
GooglePages that answer searchesSearch Console → query → pageOne page for each search with real demand, with the answer in the first paragraph and structured data.
AIPresence in AI assistantsrobots.txt · cited sources · question bankThe site is opened to each assistant’s search crawlers, and work goes into the sources those assistants cite.
MeasurementOne dashboard for every channelPixel + Conversions API · UTM · MEREvery inquiry and every booking is attributed to its channel, and the whole is judged by total revenue over total spend.

The channel map

What each channel does, which intent it serves and which number it is judged by.

ChannelIntent of the visitorRoleMain metric
Instagram and TikTokDiscovers without searchingGetting known and likedInquiries per piece
Meta AdsInterest createdDriving bookings or purchasesROAS and CPA
Google SearchActively searchingCapturing demand that already existsClicks and average position
Google MapsNearby and deciding nowGetting them to your doorDirection requests and calls
ChatGPT, Gemini, PerplexityAsks for a recommendationBeing the answerPresence in test questions

Methods

How to read what happens on each channel and how to decide with data.

Reading a video’s retention curve

The curve shows what percentage keeps watching at each second. Its shape tells you what to fix.

Diagnosis by the shape of the curvereading
second      0    1    2    3    5    10   15
retention  100%  78%  66%  62%  54%  42%  35%

Drops more than half before second 3  → the hook fails
Drops sharply at one point            → that moment bores or confuses
Holds up and nobody writes            → the call to action is missing

Recommendation. Fix the hook first: it decides whether the rest of the piece gets seen.

Creative tests: one variable at a time

To know what works, change only one thing between versions: the hook, the offer or the format. If you change several, you can’t tell which one moved the result.

Test matrixtable
test: hook (same offer, same format, same budget)

version   hook                           CTR     bookings
A         the room                       0.9%    7
B         the table at sunset            2.1%    20
C         the team preparing dinner      1.4%    11

decision: B moves on to the next test (offer)

Recommendation. Decide when each version has gathered enough conversions, never on the first day’s result.

Measuring what the ad really adds

Purchases are sent to Meta from the browser (Pixel) and from the server (Conversions API) with the same event_id, so they are not counted twice and the ones the browser blocks are recovered.

To know how much the ad really sells, you use a control group: a Meta conversion lift study or a geo test where one region receives no ads.

Recommendation. Judge the whole with MER (total revenue over total spend) and use each platform’s ROAS only to compare campaigns with each other.

Measuring presence in AI assistants

Build a bank of 10 real questions by intent and ask them every month to ChatGPT, Gemini and Perplexity. Record whether they mention your business and in what position.

Test question bank (excerpt)log
question                                          ChatGPT  Gemini  Perplexity
boutique hotel with restaurant downtown           1st      2nd     no
where to have dinner with an ocean view           3rd      no      1st
midweek getaway                                   no       2nd     2nd

excerpt: 6 of 9 answers
full bank (10 questions × 3 assistants): 18 of 30 · previous month: 15 of 30

Recommendation. When you don’t show up, check which sources the assistant cites: they are almost always reviews, directories or pages that answer that question.

What we recommend for each case

If this happens to youWe recommendWhy
You post often and nobody writesReview the hook and call to action with the retention curveThe problem is usually in the first 3 seconds or in the ending
Your ads perform worse and worseRefresh creatives and test one new hook at a timeHigh frequency wears out the piece
You don’t show up on Google MapsCategories, photos, hours and answered reviewsA complete, active listing weighs more than advertising
AI recommends your competitorsPages that answer those questions and presence in reviews and directoriesAssistants cite what they find well explained
You don’t know which channel sellsConversions API, UTM and MER in a single dashboardWithout measurement, you invest blindly

The attribution dashboard

One dashboard for every channel. MER (total revenue over total marketing spend) keeps you from believing only what each platform reports.

Casa Aurora · positioning · last 6 monthsIllustrative example
MER6.2 ▲ 1.9revenue / spend
Brand searches3,900 ▲ 64%per month on Google
Cost per sale$1,740 ▼ 23%all channels
AI presence18 of 30 ▲ 12test answers

Brand searches on Google per month

Month 1Month 6

Channel mix for the last month (MXN)

ChannelSpendSalesCost per sale
Meta Ads$45,00027$1,670
Organic content$120,00041$2,930
Google and Maps$60,00052$1,150
AI assistantswithin Google9no separate cost
Total$225,000129$1,740

Checklist for Google and for AI

Standout case studies

Content, ads and search with measured results.

+380%in sales compared with the previous quarterBRAVA Wellness · Social media content+102%return on ad spend (ROAS)Mallet London · Instagram and Facebook ads+131%restaurant visits from Google searches, year over yearVips · Google and AINo. 1source of new sign-ups: ChatGPTTally · Showing up in ChatGPT and other AI3.85xreal incremental returnVinoteket · Meta Ads for local businesses

Services in this front

Digital positioningSocial media contentPhotos and videos made to sell.Digital positioningInstagram and Facebook adsMeta Ads campaigns that pay for themselves.Digital positioningGoogle and AIBe found first on Google, Maps and ChatGPT.

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Front 1Strategy and operationsA plan with numbers, organized data, returning customers, email and partnerships.Front 2Autonomous agentsAI agents that sell on WhatsApp and Instagram, plus automations.