If the numbers aren't trusted, every decision is a guess.
No attribution between channel, lead and closed revenue means budget decisions are guesses with an invoice attached. We build the measurement layer first, so everything after it is arguable with evidence.
- Data workstreams
- 7Data workstreams
- Dashboard, full funnel
- 1Dashboard, full funnel
- Attribution span
- MQL→CWAttribution span
- Reporting cadence
- WeeklyReporting cadence
Your analytics and your CRM disagree, and nobody trusts either.
The usual state: analytics was installed once and never configured, events fire inconsistently, UTMs are whatever each person typed that week, and the CRM has four stages that mean different things to different reps. So the monthly report becomes a negotiation rather than a readout.
The cost isn't just bad reporting. It's that you cannot tell which channel deserves more budget, which means spend gets allocated by whoever argues hardest instead of by payback.
Measurement is the cheapest work in the funnel and it gates the value of everything else. We do it before we scale spend, not after.
Signs this is you
- You can't state CAC by channel with a straight face
- Two tools give two different numbers for the same month
- Pipeline stages mean different things to different people
- Nobody can say what happened to last quarter's paid budget
- Reporting is assembled by hand every month
- There's no dashboard you can open yourself
7 services under Data.
Every one of them named, with what we actually do inside it. Nothing here is a placeholder for a conversation.
Tracking Plan & Event Instrumentation
A written event taxonomy, implemented properly — once.
- Tracking plan covering the whole funnel before any code ships
- GA4 and GTM configuration that matches the plan
- Server-side tagging where accuracy or privacy demands it
- Conversion events defined consistently across ad platforms
- QA pass proving events fire once, with the right payload
UTM Governance & Campaign Taxonomy
A naming convention, enforced — so channel reporting stops being fiction.
- Campaign, source, medium and content conventions documented
- Link builder so nobody has to remember the rules
- Historical clean-up and mapping of legacy traffic
- Offline and outbound touchpoints brought into the same scheme
Full-Funnel Attribution
MQL → SQL → opportunity → closed won, with the channel still attached at the end.
- Attribution model chosen deliberately and documented
- Lead source persistence through to closed revenue
- Multi-touch view alongside a simple first/last for sanity
- Paid platform reporting reconciled against CRM truth
- Reported weekly against CAC, LTV, payback and pipeline velocity
CRM Hygiene & Pipeline Architecture
One CRM, stages that mean something, and data you'd bet a forecast on.
- Pipeline stages defined with entry and exit criteria
- Deduplication, enrichment and field clean-up
- Lifecycle status definitions agreed between sales and marketing
- Automation for routing, ownership and follow-up tasks
- Forecast hygiene so the numbers survive scrutiny
Dashboards & Reporting
One dashboard, full funnel, open to you at any time.
- Single source of truth for acquisition and pipeline reporting
- Channel, campaign and cohort views
- Board-ready monthly summary in revenue terms
- Alerting on the metrics that mean something is broken
Deliverability & Inbox Placement Monitoring
Ongoing visibility on whether your email is actually arriving.
- Inbox placement testing across major providers
- Domain and IP reputation monitoring
- SPF, DKIM and DMARC report review
- Bounce, complaint and spam-trap diagnostics
Experiment Tracking
A log of what was tried, what won, and what that was worth.
- Standing experiment register across channels and pages
- Hypothesis, sample size and result recorded per test
- Cumulative impact reporting
- Decision log, so the same test isn't rerun in a year
The sequence.
Two-week sprints with a demo and a metrics review at the end of every single one. Monthly performance review against target. No silent months.
Audit what's instrumented versus what's missing
Across analytics, ad platforms, CRM and sending domains. The gap list is usually longer than anyone expects.
Write the tracking plan
Events, properties and naming agreed on paper before implementation, so the taxonomy isn't decided ad hoc in a tag manager.
Implement and QA
Tagging, CRM stages and attribution wired up, then verified event by event rather than assumed.
Lock the baseline, then report weekly
Baseline numbers frozen before any scaling, so improvement is demonstrable rather than asserted.
Deliverables you keep.
- Written tracking plan and event taxonomy
- GA4, GTM and ad-platform conversion setup, QA'd
- UTM convention, link builder and historical mapping
- Attribution model documented and implemented end to end
- CRM pipeline stages with entry and exit criteria
- One full-funnel dashboard you can open yourself
- Deliverability monitoring and inbox placement baseline
- Baseline metrics snapshot, frozen before scaling
The numbers this pillar answers to.
- CAC by channel
- CAC payback period
- LTV : CAC ratio
- Pipeline value generated
- Pipeline velocity
- Inbox placement score
If the numbers don't move, the strategy changes — not the invoice.
The ones we get asked.
HubSpot, Salesforce and Pipedrive on the CRM side; GA4 with GTM, plus product analytics like PostHog, Mixpanel or Amplitude where there's a product funnel to instrument. We don't insist on a migration — we make what you have trustworthy first.
Find out what your funnel is leaking this month.
Five to seven working days from kickoff to a live findings session, with every gap ranked by what it's costing you. Then you decide what's worth fixing — including deciding it's nothing.