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Service · Revenue Operations & Intelligence

Marketing analytics and attribution: seeing what works.

Most marketing reports show activity: clicks, impressions, visitors. Management needs something else: which channels and programmes prepare pipeline and revenue, and where budget would be better spent.

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In short

Marketing Analytics & Attribution connects web analytics, campaign data and CRM into one continuous view from first contact to order. It includes a tracking concept, campaign tracking, funnel analytics, a realistic attribution model and dashboards for management, sales and marketing.

Definition

Attribution refers to assigning enquiries, pipeline or revenue to the marketing and sales activities that contributed to them. In long B2B buying cycles, no attribution is exact. A good model is transparent and good enough for budget decisions.

01 · Starting point

Why marketing reports rarely support decisions.

A typical marketing report has twelve pages of channel metrics. It still does not answer management's question of what last quarter's budget achieved.

The reason is usually technical: web analytics, ad platforms and CRM are not connected. Campaigns are tagged inconsistently, enquiries lose their source and orders cannot be traced back to activities.

Analytics and attribution close this gap. They replace activity reports with a view of pipeline and revenue that supports budget decisions.

Typical gaps

  • No consistent campaign tagging
  • Enquiries without source in the CRM
  • No link between orders and activities
  • Reports compiled manually
  • Different figures in marketing and sales

02 · Scope

Five modules for reliable figures.

  • Module 01

    Tracking concept

    Measurement plan with goals, events and consent logic. Implemented in Google Analytics 4 or privacy-friendly alternatives.

  • Module 02

    Campaign tracking

    Consistent campaign tagging and passing the source through to the CRM.

  • Module 03

    Funnel analytics

    Analysis of conversion from visit to enquiry, conversation, proposal and order.

  • Module 04

    Attribution

    First and last touch, account view and a simple, transparent multi-touch model.

  • Module 05

    Dashboards

    Dashboards for management, sales and marketing, for example in Power BI or in the CRM.

03 · Approach

From measurement plan to dashboard.

Data protection is part of the measurement plan. Tracking that requires consent only runs with consent.

  1. 01

    Measurement plan

    1 week

    Clarifying the questions reports should answer and the data required for them.

    • Measurement plan
    • Metric definitions

  2. 02

    Tracking and data flow

    1 to 2 weeks

    Setting up tracking, campaign tagging and handover to the CRM.

    • Tracking set-up
    • Tagging conventions

  3. 03

    Attribution and dashboards

    1 to 2 weeks

    Building the attribution model and dashboards.

    • Attribution model
    • Dashboards

  4. 04

    Routines

    ongoing

    Monthly report, quarterly budget recommendation.

    • Monthly report
    • Quarterly review

04 · Deliverables

What you have in hand at the end.

Typical deliverables
DeliverableFormatEveryday use
Measurement planDocumentClear metrics and definitions
Tracking set-upConfigurationReliable data
Attribution modelDocumentationTraceable budget decisions
DashboardsPower BI, Looker Studio or CRMUp-to-date figures without manual work
Monthly reportTwo pagesA basis for management decisions

05 · Systems

Examples of systems we work with.

  • HubSpot
  • Salesforce
  • Pipedrive
  • Apollo
  • Make
  • n8n
  • Zapier
  • Google Analytics 4
  • Microsoft Power BI

Examples of systems typically used or integrated in projects of this kind. We are not tied to any vendor, receive no commissions and claim no partnerships or certifications. The choice depends on your situation.

Frequently asked

Frequently asked questions about marketing analytics and attribution.

Which attribution model do you recommend?
For most B2B companies a simple model: first and last touch plus an account view of all touchpoints before closing. Complex models look precise but are rarely more robust in long buying cycles.
Do we need Google Analytics?
Not necessarily. Google Analytics 4 is widespread, and privacy-friendly alternatives are possible. What matters is the connection to the CRM.
How do you handle consent?
Tracking that requires consent is only activated after consent. We design metrics so they remain meaningful with this limitation.
What does set-up cost?
Set-up usually sits in the lower part of our project range. Ongoing reporting and analysis are agreed monthly.

Further reading

Relevant next steps.

Working together

Let's talk about where you stand.

In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.

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