Decision Leakage
Decision Leakage occurs when someone enters a buying moment but does not choose your business. The demand existed, but the recall did not. Leakage shows where memory or message alignment failed.
Why Decision Leakage Matters
Decision Leakage directly affects revenue.
It reveals how many potential customers were ready to buy but did not remember, trust, or understand your offer.
Leakage is not a visibility issue.
It is a memory and alignment issue.
Common Causes
Weak or inconsistent cues
Market Memory not reinforced
Message misaligned to Buying Moments
Competitors owning a clearer cue
Role in the Profit Recall System™
The Profit Recall diagnostic maps leakage by:
identifying lost buying moments
analysing cue strength
comparing intended vs actual recall
revealing where conversions can increase without more reach
Related Terms
Understand the seven buying moments that drive your revenue and how to map them.
Caroline Thomas Marketing
- Because followers don’t equal reach, and reach doesn’t equal revenue — recall does.
- I build marketing systems that compound, so you spend less, sell cheaper, and retain longer.
- Straight-talking strategy. No fluff. No funnels for the sake of it.
- Just marketing that’s calm, clever, and commercially efficient.