Tracking and measurement
Most businesses can’t tell which marketing actually worked.
When a sale takes months, last-click attribution does something quietly destructive. It credits the final search ad, which was usually someone typing your name in after they’d already decided, and gives nothing to the work that put your name in their head months earlier.
So the reporting says brand search is your best channel, and the webinar, the LinkedIn program and the article that made them search all look like they underperformed. The good work gets cut, the obvious work gets funded, and nobody notices for a year.
This is normally the first thing I do, because every other decision rests on it. It’s also unglamorous, which is most of why people avoid it.
Scope
What this usually involves
This suits any business where the sale takes more than a month, and particularly anyone about to make a budget decision from a report they don’t fully trust.
- GA4 and GTM audits and rebuilds
- Conversion and event tracking that matches how you actually sell
- CRM and platform integration
- First-party data strategy
- Offline conversion imports
- Attribution modelling suited to a long sales cycle
- Reporting a business owner can read without a translator
Proof
Global SaaS Business & A Finance Firm
This side of the work doesn’t produce a headline number of its own. What it does is make the other numbers possible.
The seven times lift on a global FP&A software’s LinkedIn account came out of first-party data segmentation, and a financial firm’s A$80.50 cost per lead came from seeding audiences with their own CRM data. In each case the measurement work is what made the campaign work.