Measurement & Attribution

Marketing Attribution From First Click to Revenue

Every customer now traces back to the channel, campaign and content that created them, and budget and content decisions are made on revenue rather than last-click guesses.

Multi-Site Services Business
Talk to an Expert All case studies
The story

What they were stuck on, and what we built

The problem

Leads arrived through organic search, Google Ads, referrals, website forms, WhatsApp and calendar bookings across several websites, then progressed through a CRM to revenue, and none of it connected. Nobody could say which channel or article created a customer, how many sessions a lead took, or what any channel's customers were actually worth.

What we did

We designed the measurement architecture first: a GA4 and GTM event framework with cross-domain tracking, every enquiry channel captured as a measurable event, lead source persisted into the CRM, and everything landing in BigQuery, where sessions, leads, deals and revenue are joined into one attribution model with content performance and lifetime value built in.

How it was built

What we connected, automated and safeguarded

The complete system: the integrations behind it, the workflow it runs, and the controls that make it safe to rely on.

What we connected

  • Google Analytics 4
  • Google Tag Manager
  • BigQuery
  • Pipedrive
  • Google Ads
  • WhatsApp & booking events

What we automated

  • Journey capture across domains and channels
  • Lead source carried into the CRM automatically
  • Sessions joined to deals and revenue in BigQuery
  • Channel, campaign and content reporting refreshed daily
  • Real conversions fed back to the ad platforms

Reliability & controls

  • A designed event taxonomy and UTM governance
  • Conversion deduplication across platforms
  • Attribution reconciled against CRM revenue
  • Documented, client-owned BigQuery models

A representative build for this use case. Yours starts from your systems, your rules and your approval points.

The result

Every customer now traces back to the channel, campaign and content that created them, and budget and content decisions are made on revenue rather than last-click guesses.

Measurement & Attribution · Multi-Site Services Business

Revenue by original source

Every closed deal answers: which campaign, channel and content created this customer.

Content that pays, proven

Articles and landing pages judged on the qualified clients they produce, not pageviews.

CAC and LTV side by side

Cost per acquisition compared to customer value, per channel, on one basis.

Solutions behind it

How we’d approach this for you

The same solutions that made this possible, explore how each one works.

End-to-End Marketing Attribution

Campaign to visit to lead to CRM to revenue, connected, so you know which marketing actually creates customers.

See the solution

Conversion Tracking & Measurement Infrastructure

Duplicates removed, missing events recovered, platforms reconciled against your backend, and monitored so it stays fixed.

See the solution

Want a result like this?

Talk to an Expert
See all case studies

Let’s turn your data into decisions.

Tell us what is slow, manual or unclear today. We will show you what can be automated and where AI genuinely helps.

Talk to an Expert