SolutionsReporting and attribution
Solutions · Reporting and attribution
One set of numbers everyone can agree on. We fix the definitions and the tracking first. Then we build the weekly views your team actually uses. The numbers hold up in the meeting that moves budget.
Bring: which platforms you spend money on today, which CRM stage counts as a qualified lead, and one report your team already does not trust. If the CRM or the follow-up needs work first, we say so before we scope a reporting build.
Before you scope reporting work
Your ads, GA4, and CRM each name a different winner in the same meeting. The source is blank or written over on the deal. The dashboard says one thing and sales says another. You are ready to fix the tracking and the reports.
Request a project callA first-time visitor might not be able to tell what you do. Follow-up might be slow. Your leaders might still be arguing about what “qualified” means. A better chart does not fix a vague definition or a slow reply. Start lighter.
Get a free homepage reviewWhat reporting and attribution includes
Reporting only holds up if all six do: the tracking, the source data, the CRM fields, the way credit is given, the weekly views, and the checks that keep it honest. We build them together, not as a checklist of separate parts.
We rebuild Google Tag Manager around the things your team decides to count: booked calls, qualified leads, deals moving stage, and wins. Not a default dump of page views. We switch the extra tracking on where it helps and off where it just adds noise.
Everything you count means something your sales team would recognise. No piles of "form submit" numbers nobody uses.
We rebuild your UTM links and campaign IDs around one naming rule people can follow. The same format on Google, Meta, Local Services Ads, email, and partner links. The source stays attached to the deal, not just to the first form submit.
You can compare cost per result across channels. "Direct" stops swallowing half your paid traffic.
We connect source, medium, campaign, first contact, and deal stage into the CRM. Then you can follow a click all the way to money, not just to a form submit. We write the lead-status definitions with sales, then lock them into the fields.
The rep sees where a lead came from before they pick up the phone. You can trace won revenue back to a channel and a campaign.
We pick a way of giving credit that fits how many deals you do and how long they take. First touch, last touch, weighted, or spread across every touch when you have enough data. Then we write down what a qualified lead counts for, and what an offline or untracked contact counts for.
When a channel gets the credit, you can say why. So can the person who disagrees with you.
We build the three to five views your team runs each week. Spend against qualified leads by channel. Cost per booked call by campaign. The work added this week. And a short list of records missing their source. No chart exists unless a decision depends on it.
The weekly meeting runs from the dashboard, not from three screenshots pasted into a slide deck.
Weekly, monthly, and quarterly checks, each with a named person: who pulls the numbers, who reads them, who acts, and who verifies. A regular check so a new ad platform, a new form, or a broken tag does not quietly rot the report.
The report is still trusted six months later, not just the week it launched. Problems get caught at a check, not in a budget meeting.
When reporting and attribution is the right place to invest
How we work
Every reporting build runs through the same four steps. Definitions first, then the short list of numbers that matter, then the build, then the check against what finance already trusts. That order stops you shipping a pretty dashboard on top of figures nobody believes.
Before a single tag moves, we agree one written definition for a lead, a qualified lead, a deal, and a win. Sales, marketing, and finance sign the same page.
We pick three to five views, each tied to a meeting that already happens. A chart exists only if a decision depends on it. Everything else waits.
Tags, UTM links, events, and CRM fields connected so a click survives all the way into the record a rep opens. The source, campaign, and first contact do not get written over.
We check the numbers against booked revenue and closed deals. When they do not line up, we fix the tracking before shipping a dashboard on top of it. Then budget and channel decisions come out of the report, not out of a hunch.
The point of reporting is not another chart. The point is a number your team can defend on a Monday, and that stays defensible six months in.
If reporting is not the issue
Most failed attribution projects are not bad methods. Something broke earlier in the process. Break one link and the whole thing quietly loses trust.
Your tracking, UTM links, and CRM fields all use the definitions your team agreed on. Same words, same cut-offs, in every tool.
If this breaksIf the definitions change over time, no amount of tracking can save the report.
A form submit creates a record with the UTM tags, the campaign, and the first contact attached. Those fields survive every stage change that follows.
If this breaksIf that does not reach the CRM intact, the source is already gone by the time sales picks up the phone.
Stages and required fields are set up so "qualified", "deal", and "won" mean the same thing on a Tuesday as they do on Friday.
If this breaksIf the CRM is loose about results, won revenue by channel is a guess, and so is your return.
The reports read from the CRM and the ad platforms your business already trusts, and cost lines up with the revenue you actually booked.
If this breaksIf the results are guessed, the weekly report misleads both the budget meeting and the forecast.
The weekly report says what to move, pause, or fix. That note sets next week's work. It is not a slide deck nobody opens.
If this breaksIf the report does not drive a decision each week, people stop trusting it, and nobody opens it by month four.
If the real break happened earlier
Reporting and attribution proof
Each one says what was wrong, what we built across the tracking, the CRM, and the reports, and what changed in what you could see, what you decided, or what you could trace back to a channel.
Featured reporting and attribution buildLocal services, auto restoration
Common questions
Not if reporting is clearly the problem and your CRM is tidy enough to read. If the site, the state of the CRM, or a disagreement about what "qualified" means is the real problem, we say so before taking the project. Try a homepage review, a lead flow checkup, or a call.
GA4, Google Ads, Meta (Facebook and Instagram), Local Services Ads, LinkedIn, and your CRM: HubSpot, Salesforce, Pipedrive, Airtable, Tekmetric, or whatever you already use. We work inside what you have, and only suggest a new tool when it clearly pays for itself.
Yes. Reporting on top of a messy CRM is wishful thinking. We map the source, medium, campaign, and first-contact fields. We set rules for what has to be filled in before a stage can move. And we clean up existing records where the system allows it. If the CRM is the bigger problem, we say so up front and scope it as a CRM project.
We check the reports against what sales and finance already trust: booked revenue, closed deals, booked calls. If the marketing figure does not match the finance figure, we fix the tracking before shipping any dashboard on top of it. A monthly check catches tags that have stopped firing, broken forms, and new ad platforms nobody mentioned.
One live dashboard you can open any time. A weekly note with what moved, what changed, and why. A monthly check on the tags, the fields, and the way credit is given. And a quarterly review against how many deals you actually do: what works at 50 deals a quarter stops working at 500.
Usually, yes. We check what is firing, what is firing twice, and what has been quietly broken for months. Most projects start by keeping what still works, deleting what lies, and adding the three or four things you actually needed. We only start from scratch when the existing setup is beyond saving.
Google Tag Manager, GA4, your ad accounts (Google Ads, Meta, Local Services Ads, LinkedIn where they apply), Search Console, your CRM, your website or code repository for landing page edits, and whoever can approve changes to CRM fields and tags. If any of those do not exist yet, we set them up in week one.
Either works. Most reporting builds take 60 to 90 days, with regular checks after that, and optional ongoing help. If you just need it built and handed to someone on your side, we do it as a fixed project. We write down how to keep it clean.
Next step
Bring your ad accounts, your CRM, and one report your team does not trust. We rank the first 60 to 90 days of work across tracking, CRM fields, how credit is given, and the weekly views. You see a price before you commit.
If the CRM data, the site, or a disagreement about definitions might be the real problem, start lighter. We do not open a reporting project around a target nobody has written down.
