Clicks are easy to count. Revenue is harder—and more useful.
Marketing reporting often ends at the exact moment the lead enters the company. That leaves leadership comparing platforms using incompatible numbers while the real sales outcomes live in a CRM, scheduling system, or accounting workflow.
We design an attribution model that is honest about what can be known and useful enough to guide investment.
What we measure
- Channel, campaign, source, and landing-page activity
- Phone calls and form submissions
- Qualified and disqualified opportunities
- Estimates, booked work, and pipeline value
- Completed work and revenue where systems allow
- Response time, follow-up, and conversion by stage
- Performance by service, market, location, or salesperson
How the system is built
Measurement plan
We define the decisions leadership needs to make, then work backward into events, fields, identifiers, and integrations.
Data collection
Tracking is implemented across the website, phone system, forms, CRM, and relevant operating platforms while respecting consent and platform constraints.
Data quality
Duplicate records, missing sources, offline conversions, changing phone numbers, and staff behavior can distort reporting. Validation is part of the system, not an afterthought.
Decision-ready reporting
Dashboards focus on qualified demand, pipeline, conversion, and revenue. The goal is faster decisions—not more charts.
Attribution without false certainty
No model perfectly explains every customer decision. We document limitations, separate known facts from modeled influence, and avoid presenting platform-assigned credit as objective truth.