Most free marketing audits are sales tools. SignalCheck is four checks built by jewelers for jewelers. Here is what each one measures and why.
Insights · Marketing Intelligence · Part 3 of 3A Free Marketing Audit for Jewelers That Tells the Truth: Why We Built SignalCheck
11,760 ring-and-band buyers. That is how many customers we looked at for International Diamond Center, an 11-store Florida jewelry retailer where I serve as fractional CMO. Once the sales data was connected, it told a story nobody had seen.
- Most free marketing audits are lead forms with a progress bar. SignalCheck gives a written, ranked read first.
- SignalCheck is four checks: Presence, Competitor, Radio and Attribution. It was built inside jewelry stores before it was offered to anyone else.
- The Presence check, a Google Business Profile scan across your trade area, is free and takes about five minutes to set up.
- SignalCheck says what the data can and cannot prove. Where sources disagree, the report says so.
Four in ten customers bought the wedding band the same day as the engagement ring. Two-thirds bought it within six months, and four in five within a year. Two stores were capturing the band almost entirely at the ring counter.
None of that was hidden. It sat in the point-of-sale the whole time. Nobody had connected it to how the stores sold, marketed and followed up. That gap between having data and seeing what it says is the reason we built SignalCheck.
Why most free marketing audits are not worth much
Search for a free marketing audit and you will find hundreds. Most follow the same pattern: enter your website, an automated tool produces a score out of 100, and a salesperson calls to explain why you need their services to fix it.
For a jeweler that has three problems. A website score says almost nothing about whether your marketing sells jewelry. The company grading you is the company selling the fix. And the audit looks at one slice, usually the site or the ads, and ignores the calls, the point-of-sale, the radio schedule and the map rankings where local buyers actually find a jeweler.
I covered the bigger version of this in why independent jewelers get the least marketing help and why the agency model is breaking. SignalCheck is our answer to both.
The four SignalCheck checks
Each answers a question you cannot answer from inside your own dashboards.
Presence: your Google Business Profile across the whole trade area
Your map ranking is not one number. A jewelry store can rank first from its own parking lot and not show up two miles away. Presence scans a grid about 6.5 miles across around the store, for up to three keywords like “jewelry store near me” or “engagement rings,” and shows how you rank at each point and how nearby jewelers rank against you.
Competitor: where named rivals are winning
You name the stores that actually take your customers. Competitor shows where they outrank you in organic and paid search and what public ad libraries show them running. For jewelers, that often surfaces a pattern: smaller stores holding local terms like repair, custom design and “sell your gold” simply because they wrote a page for it.
Radio: what aired, what responded
Radio is the channel I know best, and it is the hardest to prove. The Radio check takes the station’s own spot log and lines it up against your website activity and branded search. Each daypart is compared against its own normal, because comparing a 6 a.m. spot to a midday average says more about the clock than the advertising.
Attribution: every call matched to a sale
Most call tracking stops at the call. Attribution takes your call export and point-of-sale export and matches every call to a customer, by phone number first and then by name. It handles the messy parts jewelry data always has: a spouse calling about the other’s repair, nicknames like Bob and Robert, caller ID that cuts names at 15 characters, and couples stored as one customer. Revenue lands on the lead once per customer, so marketing and sales finally agree on what a call is worth.
What SignalCheck does not claim
SignalCheck does not tell you what you want to hear. That is on purpose.
- Radio results describe timing, not cause. The report shows when website traffic happens relative to your spots. It does not claim a dollar-for-dollar return, and it says so on the page.
- Attribution only counts matches it can defend. Possible matches, like a caller who shares a surname with a customer, wait for a person to approve them.
- Where sources disagree, the report says so rather than picking a winner.
- Uploaded files for the Radio check are deleted within 30 minutes of the report being produced.
Three tiers, starting free
Each tier includes everything in the one before it. Nothing runs without your say-so, and nothing you share leaves Red Beryl without written approval.
| Tier | What you get | What we need | Price |
|---|---|---|---|
| Basic Presence | Map ranking scan across your trade area for up to 3 keywords, how nearby jewelers rank against you, and one finding on the competitors you name | Manager access to your Google Business Profile | Free, about five minutes |
| Expanded Presence + Competitor | Full Presence for every location, rescanned monthly; competitor search and ad library review; GA4 and Search Console performance; a monthly written scorecard | Viewer access to GA4 and Search Console | $500 setup, then $250 a month |
| Full + Radio + Attribution | Everything in Expanded, plus call-to-sale attribution, radio measurement, a Google Ads review, a vendor and contract rate review, and three ranked decisions in a working session | Call and POS exports, station logs if you are on air, read-only Google Ads access, current vendor contracts | Starting at $1,000 |
How it works
- You connect only what your tier requires.
- We run SignalCheck. The free Presence scan takes about five minutes to set up and runs instantly. Expanded and Full take about five business days.
- You get it in writing: a scorecard, ranked decisions and a call to walk through what to do first.
Who SignalCheck is for
Jewelers: single stores, regional groups and multi-location retailers that spend real money on marketing and want to know what it returns. It was built inside jewelry stores first, including the retail work described above, and every sample report on the SignalCheck page runs on real, anonymized jewelry client data.
Read the series: Part 1: Why independent jewelers get the least marketing help · Part 2: The jewelry marketing agency model is breaking · Part 3: Why we built SignalCheck (you are here)
Frequently asked questions
What is a free marketing audit for jewelers?
A review of part of a jewelry store's marketing, such as search visibility or the Google Business Profile, at no cost. Many are automated sales tools. A useful one connects findings to sales and gives a ranked list of what to fix, in writing, without a contract.
What is a Google Business Profile audit?
A check of how your listing performs and ranks in Google Maps and the local pack. The most useful version scans a grid across your trade area, because rankings change block by block, and compares you against the jewelers who rank nearby.
What is call attribution for a jewelry store?
Connecting inbound calls to the marketing source that produced them, then matching each call to a completed sale in the point-of-sale, so you know which sources produce revenue, not just calls.
How do you measure radio advertising for a jeweler?
Start with the station's spot log and your website analytics. Compare website visits and branded searches in the hours your spots aired against the same dayparts when they did not. Connecting it to sales requires call and point-of-sale data as well.
How long does a SignalCheck take?
The free Presence scan takes about five minutes to set up and runs instantly. Expanded and Full take about five business days and end with a written scorecard and a call to walk through the findings.