Marketing Attribution System
live
End-to-end marketing analytics with UTM tracking and automated ROI reporting for multi-channel campaigns.
A multi-office professional firm was spending across Google Ads, email, events, and referrals — with no way to tell which channels produced clients and which produced noise.
The problem. Marketing spend was justified by activity metrics (clicks, opens, impressions) instead of revenue metrics. UTM parameters were inconsistent. GA4 was configured but not instrumented to track meaningful conversions. Leadership wanted to know: which campaigns actually produce clients?
What was built. A full attribution system. UTM conventions enforced across every channel. GA4 re-configured with conversion events that match the actual sales funnel. Pardot campaigns tagged and tracked. A Looker Studio dashboard that rolls up spend, leads, and revenue by channel, campaign, and time period. Automated weekly reports delivered to leadership.
The outcome. The firm can now see ROI by campaign and by channel — and has cut spend on two channels that were producing activity but not revenue.
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