Feder.
Sign inSee your first reading
Clean data from the source

Stop cleaning data.
Start trusting it.

Feder monitors the business data your tools record, so you can see what needs attention and which numbers you can trust.

See your first readingWatch a day with Feder
Free to start. Monitoring only reads your tools.
TodayNoah's Arks, today ExampleChecked a few minutes ago

A normal day so far. Nothing needs you.

  1. ReachSteady
  2. VisitsSteady
  3. InterestUp
  4. 92Healthy rootsHealthy: every root reporting
  5. MoneyWorth a look
  6. WinsOn track
  7. ExperienceSmooth
Every day

You make decisions on numbers nobody checks.

When a tag dies, nothing tells you. Checking that every tag still fires isn't on anyone's daily list, or even their weekly one. So the chart keeps drawing as if nothing happened, and the budget, the campaigns and the callbacks bend around it.

Joey's Culture Camp, website sessionsExampleLast 6 months
48,210 +31%
Tag breaks
What the dashboard drewWhat actually happened
  1. 01

    A tag breaks in March. By June, the budget has bent around visits that never happened.

  2. 02

    Your booking tool updates. Bookings keep coming in. The dashboard quietly stops counting them.

  3. 03

    Two tools, two different numbers, one meeting spent arguing about which one is right.

The dashboard draws every chart with total confidence. Accurate or not, it looks exactly the same.

The short version

Dashboards show you the surface.
Feder watches the roots.

We track data down to the root. Anyone who doesn't can't confirm the numbers on their dashboard are accurate.

See how the roots are tracked
Above the line: the surface
Below the line: the roots
Under every number

Every number starts as something a customer did.

A payment made. A booking sent. A form filled in. Feder calls them root events, and checks each one where it is recorded, at the source.

Six root events, in plain wordsExample
  1. Carried by Cal.com, Jotform
  2. Carried by Jotform, HubSpot
  3. Carried by Stripe, WooCommerce
  4. Carried by Klaviyo, Beehiiv
  5. Carried by Google Analytics, Google Tag Manager
  6. Carried by Callrail, Google Analytics

Payments went quiet. They had been arriving all morning, then stopped at 11:40 AM. Feder flagged the quiet reading at the next check. A missing reading alone does not prove a lost sale.

Tap a root tip to see which apps carry it.

Through the roots

Each one watched against its own normal.

Feder learns what normal looks like for your business, from your own history, not an industry average. When a root drifts outside it, Feder stops vouching for the numbers above it and tells you which one, in plain words.

Vitals at Huey's Music Group

Example
Booking forms sentHealthy

Usual 18 to 26 a week This week 14 so far

Hover or tap a day to read it.

FromCal.comJotform
Payments madeWent quiet

Usual 12 to 19 a week This week 2 so far

Hover or tap a day to read it.

FromStripeWooCommerce
Back to the surface

Your readings come together in seven signals.

Healthy roots, Money, Reach, Visits, Interest, Wins, Experience. One board, read in ten seconds. Healthy roots sits in the middle and tells you whether to trust the other six.

The seven signals

Healthy roots is the seed in the middle.

It answers one question before you read anything else: can I trust these numbers?

Healthy rootsExample

Can you trust it

Fed by the readings available from your connected apps.

Tap any signal to read it.

See the three rooms
Keep your tools

Your tools are good. Are their numbers?

“I already have analytics” assumes the numbers are right. Your analytics, your CRM and your ad accounts count whatever reaches them. When a tag breaks, they keep counting what’s left, and nobody gets told. The budget moves anyway.

  1. Where do the numbers come from?

    Feder traces each one to the root event underneath it: a payment, a booking, a form sent.

  2. Does your tool notice when tracking breaks?

    Feder checks the root events it can read against your own history.

  3. Does it tell you, and help you fix it?

    Feder says which root broke and the one next step, so money follows what customers did.

See how Feder works with your tools
No guessing

When Feder doesn't know yet, it says so.

Most dashboards draw every chart with total confidence. Feder tells you which numbers it can stand behind, and which it can't yet.

  1. Business PulseExample
    Still learning

    9 of 21 readings in. Feder waits until it has enough of your history to judge fairly.

    How Feder decides

    Every reading needs enough of your own history behind it. Until then the signal says still learning, and nothing is scored.

  2. MoneyExample
    Unconfirmed

    Your roots need a look, so Feder won't vouch for this number until they're fixed.

    How Feder decides

    When a root event under a number goes quiet or breaks, Feder stops vouching for every number built on it, and tells you which root and why.

  3. WinsExample
    Not connected yet

    Connect your booking tool and Wins starts reading. An offer, never a zero.

    How Feder decides

    A signal with no app behind it shows an invitation to connect one. It never shows a zero that looks like a real result.

Your first reading

Three steps, then Feder takes the watch.

Connect your site. Feder finds your root events. Open Today, and your first reading lands the moment it's ready.

  1. Connect your site

    Google Analytics, Google Tag Manager, or both. Not sure? Choose both. Feder only reads.

  2. Feder reads your roots

    It finds the root events underneath your numbers and checks each one is flowing.

  3. Open Today

    Your first reading is on its way. It shows here the moment it lands.

Close the laptop knowing
your roots are healthy.

See your first readingSee pricing
Free checks weekly. Circle checks daily.
Step insideWalk the greenhouseThe app, room by room, in the morning light.