Project
Marketing Attribution System
Marketing spend looked busy in clicks and opens, but nobody could defend which channels actually produced clients. Wired tracking and reporting so ROI was clear.
→ Campaign-level ROI visibility
Starting point
Marketing looked busy in clicks and opens, but nobody could say which channels actually produced clients.
What I built
Consistent tracking across channels, clearer conversion events, and simple reports leadership would open.
What changed
Spend decisions got honest — channels that looked busy but didn’t pay were cut.
The person who scoped this is the person who built it. Same person on the handoff — that's the trade you make hiring one consultant instead of an agency.
Starting point
Where things stood
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?
Approach
The path we chose
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.
Build
How I built it
- Standardized UTM parameters across every campaign so traffic could be traced consistently.
- Integrated Google Analytics as a starting point, then passed dynamic UTM values from WordPress forms into the CRM.
- Built reports and dashboards inside the CRM, then layered Looker Studio and Sheets for deeper analysis where the CRM hit limits.
- Produced quarterly and annual reports for the executive team to guide budget decisions.
The honest part
What made it tricky
The parts that didn't go to plan — and how I worked around them.
- UTM data can be lost while a visitor browses before filling out a form. I added a snippet that appends UTM parameters to redirect pages so attribution survives navigation.
After launch
What changed
- Real data to make decisions on, instead of activity metrics.
- A clear picture of marketing ROI by channel, source, and campaign.
- More cost-effective lead generation over time, with spend cut on channels that produced noise.
Capabilities
What it does
Stack
Tools used
Services
Related services
This project is an example of these lanes — most real work touches more than one.
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