What is Sotros Infotech?

Sotros Infotech is a performance marketing systems firm that builds repeatable acquisition infrastructure for predictable revenue growth. Unlike traditional agencies that manage campaigns, we engineer integrated systems that connect paid media, funnel architecture, analytics, and automation into a single, measurable framework. Our work replaces reactive, fragmented marketing with structured infrastructure designed to compound performance over time. The goal is to transform customer...

How do I start working with Sotros?

Every engagement begins with a Growth Call—a diagnostic conversation where we assess your current acquisition infrastructure, identify structural gaps, and determine mutual fit. The process: Schedule a Growth Call Visit the Contact page and complete the inquiry form. Provide context about your current marketing setup and growth objectives. System Review During the call, we review your existing acquisition structure, data quality, and operational readiness. This is not a sales pitch—it's a...

Who do you typically work with?

We work with businesses that are ready to build acquisition infrastructure—not run isolated experiments. Characteristics of companies we partner with: Business Maturity Established product-market fit with existing revenue. You have a product or service that works—you need a system to acquire customers predictably. Systems Mindset Willingness to invest in structured acquisition infrastructure, not just campaigns. You understand that sustainable growth requires...

What should I expect in the first 30 days?

The first 30 days are focused on diagnosis and foundation-building, not performance optimization. This phase establishes the infrastructure required for sustainable growth. Week 1: Access & Audit • Platform access provisioning • Historical data review • Tracking and attribution audit • Current state documentation Week 2: System Mapping • Funnel architecture analysis • Gap identification • Audience and signal mapping • Initial hypothesis development Week 3-4: Foundation Building • Campaign...

How are engagements structured?

Engagements are structured around systems and outcomes, not hours or task lists. We operate on monthly retainers with clear deliverables and accountability metrics. The focus is on building and refining acquisition infrastructure that compounds over time. Standard engagement structure: Strategic Layer • Monthly strategy sessions with senior operators • System architecture reviews and refinement • Decision logic documentation Execution Layer • Continuous campaign management and...

What is the communication and reporting cadence?

We maintain structured communication cadences designed for clarity without unnecessary meetings. Standard cadence: Weekly • Performance summary with key metrics and insights • Signal analysis and system status • Action items and decision points Bi-weekly • Strategy sync (30-45 minutes) • Hypothesis review and prioritization • Upcoming test planning Monthly • Comprehensive system review • Strategic recommendations • Architecture assessment As-needed • Urgent matters addressed within 24...

How are decisions made during an engagement?

Decision-making follows a structured framework designed for speed, accountability, and learning. Operational decisions Budget reallocation, creative testing, targeting adjustments: • Made by our team within agreed parameters • Reported in weekly updates • No approval required unless thresholds exceeded • Rationale documented for future reference Strategic decisions New channel launches, major budget changes, funnel redesigns: • Proposed with data and rationale • Require client approval before...

What are the onboarding requirements?

Effective onboarding requires access, data, and internal alignment. Platform access required: • Ad platform admin access (Meta, Google, etc.) • Analytics platform access (GA4, Mixpanel, etc.) • CRM or marketing automation access (if applicable) • Conversion tracking and pixel access Data and documentation needed: • Historical performance data (12 months preferred, minimum 6 months) • Current campaign structures and creative assets • Customer acquisition cost targets • Lifetime value data or...

What is a growth system?

A growth system is an integrated acquisition infrastructure that connects paid media, funnels, analytics, and automation into a single, measurable framework. Unlike isolated campaigns or tactics, a growth system: Compounds over time Every test, every signal, every optimization feeds back into the system. Learning accumulates rather than resets with each new campaign. Creates predictability Structured inputs lead to measurable outputs. Revenue becomes a function you can model and influence,...

How does your paid acquisition approach work?

Paid acquisition is treated as an engineered system, not a set of campaigns to manage. Core principles: Structure over tactics Campaign architecture is designed for learning and scalability, not just immediate performance. Structure determines how efficiently you can test, learn, and optimize. Learning loops Every test is designed to generate actionable signals. We don't run tests for the sake of testing—each has a hypothesis and a decision it will inform. Signal accumulation Audiences,...

How does Funnel & CRO fit into the system?

Funnel and conversion rate optimization exists to align user intent with business outcomes and remove friction from the path to conversion. Role in the system: Intent alignment Funnels bridge the gap between acquisition (traffic) and conversion (revenue). They ensure that what you promise in ads matches what users experience on landing. Friction removal Every step in a funnel is an opportunity for drop-off. CRO systematically identifies and removes unnecessary friction, improving conversion...

How do analytics and attribution work together?

Analytics and attribution exist to create decision confidence—the ability to make informed choices about where to invest resources. The problem they solve: Without reliable measurement, marketing decisions are based on assumptions, platform-reported metrics (which have known biases), or intuition. This leads to misallocated spend and missed opportunities. Our approach: Single source of truth We implement analytics infrastructure that consolidates data across platforms and touchpoints into a...

What metrics do you track?

We track metrics that inform decisions and connect to business outcomes—not vanity indicators that look good but don't guide action. Primary metrics (decision-driving): Customer Acquisition Cost (CAC) What does it cost to acquire a customer, by channel and campaign? This is the fundamental efficiency metric. Return on Ad Spend (ROAS) How much revenue does each dollar of ad spend generate? Contextualized by payback period and lifetime value. Conversion Rates Performance at each funnel stage....

How do I access reports?

Reporting combines automated dashboards with human analysis to provide both real-time visibility and strategic context. Automated reporting: Live dashboards Accessible 24/7, showing real-time performance data. You see what we see—no information asymmetry. Weekly summary emails Automated snapshots of key metrics and trends, delivered consistently. Alert notifications Proactive notifications for significant changes—both positive and negative—so you're not surprised. Human analysis: Weekly...

How do you handle attribution models?

Attribution modeling determines how credit for conversions is assigned across touchpoints. No model is perfect, and understanding the trade-offs enables better decisions. Common models and their trade-offs: Last-click Simple to implement and understand. Undervalues awareness and consideration channels. Overvalues bottom-of-funnel touchpoints. First-click Captures acquisition source. Ignores nurture and consideration. Useful for understanding where customers originally come...

How is client data handled?

We maintain strict data security protocols to protect client information and customer data. Access principles: Least-privilege access Team members only have access to the platforms and data required for their specific responsibilities. Access is not granted by default. Authentication requirements Two-factor authentication required for all platform access. No exceptions. Access audits Regular reviews of who has access to what. Credentials are rotated when team members change roles or...

How do you handle privacy compliance?

We implement privacy-compliant tracking and targeting practices that respect user consent preferences. Compliance awareness: GDPR We understand the requirements for processing data of EU residents and implement appropriate consent mechanisms and data handling practices. CCPA We respect California residents' privacy rights and implement appropriate disclosures and opt-out mechanisms. Platform policies We stay current with platform-specific privacy policies and requirements, which often...

How is platform access managed?

Platform access is managed through structured protocols that maintain security without creating operational friction. Access principles: Dedicated service accounts Where platforms support it, we use dedicated service accounts rather than personal logins. This creates cleaner audit trails and easier access management. Appropriate permission levels We request the minimum access level required for effective operation. Admin access is only requested when operationally...

How is pricing structured?

Pricing is structured as monthly retainers based on scope complexity and system requirements. Pricing factors: Scope complexity Number of platforms managed, complexity of funnel architecture, and breadth of system components all influence pricing. System requirements Analytics implementation, automation complexity, and integration requirements affect the work involved. Strategic involvement Level of strategic planning, testing sophistication, and optimization depth required. Reporting...

What are the contract terms?

We require a minimum three-month engagement, followed by month-to-month continuation. Why three months: Systems need time to stabilize Acquisition systems don't produce reliable signals immediately. The first month focuses on diagnosis, setup, and baseline establishment. Months two and three focus on optimization and signal accumulation. Learning requires data Meaningful optimization requires sufficient data to identify patterns. Shorter engagements don't generate enough signal to calibrate...

What is your refund policy?

Refunds are handled on a case-by-case basis with fairness as the guiding principle. For detailed refund policy information, please refer to our Refund Policy page in the Legal section of the website. General principles: Work not yet performed If we haven't yet performed work that's been paid for, that portion is refundable. Scope changes Partial refunds may be available when significant scope changes make planned work unnecessary. Completed work Refunds are not available for completed...

Who owns the intellectual property?

Clients retain full ownership of all assets and systems created during the engagement. What you own: Creative assets All ad copy, images, videos, and other creative materials created for your campaigns. Campaign structures Audience definitions, campaign architectures, and targeting configurations built in your accounts. System documentation Strategic documentation, playbooks, and process guides created for your business. Analytics and reporting Dashboards, reports, and analysis created for...

Meta Ads vs Google Ads: Which Platform Should You Start With?

Choosing between Meta Ads and Google Ads is one of the most consequential decisions in early-stage paid acquisition. The wrong choice doesn't just waste budget—it delays learning and compounds opportunity cost. The short answer is that it depends on your business model, audience behavior, and buying cycle. But that's not particularly helpful, so let's break down the decision framework. Understanding the fundamental difference Google Ads captures existing demand. When someone searches "best...

How to Calculate True ROAS (Not the Number Your Ad Platform Shows You)

The ROAS number in your Meta or Google dashboard is not your real ROAS. Understanding the difference is essential for making sound investment decisions in paid acquisition. Platform-reported ROAS is based on the platform's attribution model, which is inherently biased toward claiming credit. When you make decisions based solely on platform-reported metrics, you're optimizing for numbers that may not reflect reality. Why platform ROAS lies Every ad platform has incentives to show you...

Scaling Ad Spend Without Killing Margins: A Systems Approach

Every scaling attempt has a breaking point. For most businesses, the pattern is predictable: efficiency holds at lower spend levels, then collapses as budgets increase. The common explanation is "diminishing returns," but that's a description, not a diagnosis. The real issue is that scaling exposes system gaps that were invisible at smaller scale. Understanding these gaps—and building systems to address them—is what separates sustainable scale from expensive lessons. Why efficiency collapses...

Lead Scoring Models That Actually Work (And Why Most Fail)

Lead scoring promises to separate signal from noise—identifying which leads deserve immediate attention and which can wait. The concept is sound. The execution usually isn't. Most lead scoring implementations fail not because of bad algorithms or insufficient data, but because they're built on flawed premises. Understanding these failures helps design scoring models that actually improve conversion. Why most lead scoring fails The first failure mode is demographic obsession. Traditional...

MQL vs SQL: Defining Your Funnel Without the Confusion

The MQL/SQL framework has created more confusion than clarity for many organizations. Teams argue about definitions, handoffs create friction, and the terms themselves obscure more than they illuminate. The framework isn't inherently flawed, but most implementations are. Getting the definitions right—and more importantly, the handoff mechanisms—determines whether this framework helps or hurts your pipeline. Why MQL/SQL confusion exists Marketing Qualified Lead (MQL) and Sales Qualified Lead...

Cost Per Lead Benchmarks: What You Should Actually Pay (By Industry)

Cost per lead benchmarks are simultaneously useful and dangerous. Useful because they provide directional context. Dangerous because they often lead to poor decisions when applied without nuance. The right CPL for your business depends on unit economics that benchmarks can't capture. Understanding how to use benchmarks—and their limitations—helps you set targets that actually make sense. Why benchmarks mislead Published CPL benchmarks aggregate across vastly different business models. A "$50...

Landing Page Anatomy: What Actually Converts (And What Doesn't)

Landing page best practices have calcified into received wisdom that often doesn't hold up. The standard template—hero section, social proof, features, testimonials, CTA—exists because it works reasonably well for most cases. But "reasonably well" leaves significant performance on the table. Understanding what actually drives conversion—beyond templates—helps you build pages that outperform conventions. Why best practices underperform Best practices are optimized for safety, not performance....

A/B Testing Mistakes That Kill Results (And What to Do Instead)

A/B testing has become a default practice, but most testing programs generate noise rather than insight. The problem isn't the methodology—it's how it's applied. Understanding common testing failures helps you design experiments that actually improve performance rather than creating false confidence. The first mistake: testing without traffic Statistical significance requires sample size. Most businesses don't have enough traffic to run valid tests on anything beyond major page elements. If...

Funnel Drop-Off Analysis: A Framework for Finding What's Actually Broken

Every funnel leaks. The question isn't whether you have drop-off—it's whether you understand where, why, and what to do about it. Most funnel analysis stops at identifying which step has the highest drop-off rate. That's necessary but insufficient. Understanding the nature of drop-off at each stage—and prioritizing fixes based on impact—requires a systematic framework. The measurement foundation Before analyzing drop-off, you need accurate stage-by-stage measurement. This sounds obvious but...

Multi-Touch Attribution Explained: What It Actually Tells You (And What It Doesn't)

Multi-touch attribution promises to answer marketing's hardest question: which channels actually drive conversions? The reality is more nuanced—attribution models provide useful signals, not definitive answers. Understanding what attribution can and cannot tell you helps you use these models appropriately rather than treating them as gospel. The attribution problem Customers don't convert in a straight line. They see an ad, click an email, visit directly, search branded terms, click...

GA4 Setup for Marketers: Getting Useful Data Without Engineering Help

Google Analytics 4 replaced Universal Analytics with a fundamentally different data model. Many marketers have migrated grudgingly, finding GA4 less intuitive and more complex. The good news: with proper setup, GA4 provides more useful insights than its predecessor. Getting value from GA4 requires intentional configuration—not just installing the tag and hoping for the best. Why GA4 feels harder Universal Analytics organized data around sessions and pageviews. GA4 organizes data around...

Server-Side Tracking: When You Need It and Why It Matters

Browser-based tracking is degrading. Ad blockers, iOS privacy changes, and cookie restrictions have progressively reduced what client-side pixels can capture. For many businesses, the data you're collecting is increasingly incomplete. Server-side tracking provides an alternative path—one that's more reliable but more complex to implement. Understanding when it's worth the investment helps you prioritize correctly. The problem with browser tracking Traditional tracking works by placing...

Email Deliverability Checklist: Stop Landing in Spam

Email marketing only works if emails arrive. Deliverability—the ability to reach inboxes rather than spam folders—determines whether your campaigns have any effect at all. Poor deliverability is often invisible. Your ESP reports emails as "delivered" when they're accepted by the receiving server, not when they reach inboxes. The difference between 90% inbox placement and 60% inbox placement might not show in your dashboard but has massive impact on results. Understanding what affects...

Abandoned Cart Email Sequences: A Blueprint That Actually Recovers Revenue

Cart abandonment is e-commerce's biggest leak. Average abandonment rates hover around 70%—meaning for every completed purchase, more than two carts are left behind. Recovery sequences are among the highest-ROI email campaigns you can run. But most abandoned cart flows are lazy. A single "you forgot something!" email with a discount code doesn't capture the full recovery opportunity. Understanding why people abandon and addressing different objections across a sequence recovers significantly...

Re-engagement Campaign Framework: Win Back Subscribers Before They're Gone

Every email list decays. Subscribers who were once engaged gradually stop opening, clicking, and buying. This attrition is inevitable—but its impact is manageable with proper re-engagement infrastructure. Re-engagement campaigns exist to recover value from fading subscribers before they become fully inactive—and to clean your list of those who can't be recovered. Why re-engagement matters Inactive subscribers aren't just neutral—they're actively harmful to your email program. Deliverability...

Marketing Automation Platform Comparison: Choosing Without Overbuying

The marketing automation market is crowded with platforms that all claim to do everything. Most businesses overspend on capabilities they'll never use—or underinvest in platforms that can't grow with them. Making the right choice requires understanding what you actually need now, what you'll need as you scale, and what the real differences between platforms are. The capability spectrum Marketing automation platforms exist on a spectrum from simple to enterprise. Entry-level platforms...

Lead Nurture Workflow Templates: From First Touch to Sales-Ready

Most leads aren't ready to buy when they first engage. Lead nurturing exists to move them toward sales-readiness—building awareness, developing consideration, and maintaining engagement until timing aligns with intent. But most nurture workflows are poorly designed. Generic email sequences that blast the same content to everyone fail to adapt to how leads actually engage. Understanding workflow architecture helps you build nurturing that works. The nurture philosophy Effective nurturing is...

CRM Integration Best Practices: Connecting Marketing and Sales Without Breaking Either

Marketing automation without CRM integration is like a sales team without a shared customer view. Data silos, misaligned handoffs, and duplicated efforts undermine both functions. But CRM integration projects frequently fail—or succeed technically while failing operationally. The connection works, but the processes it supports don't. Understanding integration best practices helps you connect systems while maintaining operational coherence. Why integrations fail Most integration failures...

AI Chatbots vs Rule-Based Bots: When to Use Each (And When to Use Neither)

The chatbot landscape has split into two camps: traditional rule-based systems and newer AI-powered conversational agents. The marketing often positions AI as universally superior. Reality is more nuanced. Understanding when each approach works—and when neither is the answer—helps you deploy chat automation effectively rather than chasing hype. How rule-based bots work Rule-based chatbots follow predefined conversation trees. If the user says X, respond with Y. If they click option A, branch...

GPT for Marketing: Practical Use Cases Beyond the Hype

Large language models like GPT have generated enormous hype in marketing circles. The promises range from complete content automation to strategy generation to campaign optimization. Most of these promises are overstated. But beneath the hype, there are genuine use cases where LLMs provide real value. Separating practical applications from marketing fantasy helps you deploy these tools productively. What LLMs actually do well LLMs excel at specific types of tasks that share common...

AI Lead Qualification Workflows: Speed and Scale Without Losing Quality

Speed-to-lead is a decisive competitive advantage in many markets. The first to respond often wins. But responding quickly with unqualified leads wastes sales time. And qualifying thoroughly slows response. AI lead qualification promises to resolve this tension—qualifying leads instantly while maintaining quality. Done right, it works. Done poorly, it creates new problems. Understanding how to design and deploy AI qualification helps you capture the speed advantage without sacrificing...

Knowledge Base

Answers about our processes, services, and policies.

Getting Started

Understand what we do, who we work with, and how to begin.

Engagement & Process

How engagements are structured, communication cadences, and decision-making.

Services & Systems

Technical details about our acquisition systems and methodologies.

Analytics & Reporting

Metrics, reporting access, and measurement infrastructure.

Security & Compliance

Data handling, security practices, and compliance policies.

Commercials & Policies

Pricing, contracts, payments, and business policies.

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