Attribution that sales will trust
Most SaaS reporting breaks at the point a lead enters the CRM. Analytics shows sessions and form fills; the CRM shows opportunities and revenue; nothing connects them reliably. Marketing claims credit, sales disputes it, and budgets are set by whoever argues best.
We fix the plumbing: consistent UTM conventions, source data captured on every form and stored on the contact, offline conversions sent back to ad platforms, and self-reported attribution to capture what tracking cannot, such as podcasts, communities, word of mouth and AI assistants. The result is one pipeline report everyone agrees on.
What we set up
GA4 and Tag Manager
Clean event tracking for signups, demos, pricing views and key product actions.
CRM source tracking
First touch, last touch and campaign data stored on every contact and deal.
Offline conversions
SQLs and revenue sent back to Google, Microsoft, LinkedIn and Meta.
Self-reported attribution
A "How did you hear about us?" field, analysed alongside tracked data.
Pipeline dashboards
Pipeline, CAC and payback by channel in Looker Studio, HubSpot or your BI tool.
Privacy and consent
Consent management set up to respect privacy laws while keeping data usable.
Attribution views and the questions they answer
| View | Question it answers | Limitation |
|---|---|---|
| First touch | Which channels introduce new buyers? | Ignores what convinced them later |
| Last touch | Which channels close the conversion? | Over-credits brand search and direct |
| Self-reported | What do buyers remember influencing them? | Memory is imperfect; needs volume |
| Account engagement | Did target accounts engage before buying? | Needs account-level data and CRM discipline |
We report several views side by side rather than pretending one model tells the whole story.
A typical tracking finding
Most attribution problems are simple to describe and fix once found.
- What we found
- Demo forms do not pass UTM parameters to the CRM, and contacts created by sales from email are not tagged at all.
- Fix
- Hidden fields capturing source and campaign on every form, a required "how did you hear about us" field, and a CRM rule for manually created contacts.
- Result
- Every new opportunity carries source data, so channel reports reflect reality.
How the project runs
Audit
Analytics, tags, forms, CRM fields and ad platform conversions reviewed.
Plan
Naming conventions, events and fields agreed with marketing and sales.
Implement
Tags, forms, CRM properties and offline conversions built and tested.
Report
Dashboards delivered and a first pipeline review held.
Common tracking problems we fix
Most SaaS measurement problems fall into a short list:
- Inconsistent UTMs. The same channel tagged five ways, so reports cannot group it.
- Forms that drop source data. Embedded and third-party forms that do not pass UTMs to the CRM.
- Duplicate conversions. The same signup counted two or three times across tags.
- Self-serve and sales-led data not joined. Product signups never matched to CRM contacts and accounts.
- Consent banners breaking tracking. Consent set up so strictly or so loosely that data is wrong or non-compliant.
- No owner. Nobody responsible for keeping tracking working as the site and tools change.
Common questions
Which attribution model do you use?
No single model is right. We report first touch, last touch and self-reported attribution side by side, because each answers a different question.
Is this a one-off project?
Usually a project of four to eight weeks, then maintained as part of any ongoing retainer.
Do you work with HubSpot and Salesforce?
Yes, both, plus other CRMs with API access.
How do you handle privacy laws?
We set up consent management appropriate to your markets, such as GDPR, Canada's privacy laws and US state laws, and use consent-aware tracking. Your legal team should confirm your obligations.
Do we need a data warehouse?
Not to start. GA4, your CRM and a dashboard tool are enough for most companies. A warehouse becomes useful when you want to join product, billing and marketing data at scale.
Find out where your next 100 customers come from
Start with a growth audit. We review your tracking, search, paid accounts and funnel, and hand you a 90-day plan ranked by expected pipeline. Use it with us or without us.