Measurement and attribution
Leads traced from ad click to closed deal in your CRM, and qualified leads sent back to the ad platforms as the signal they bid on.
An ad platform bids for whatever it is told counts as a conversion. If it only sees form fills, it finds more people who fill in forms, junk included. We record where every lead came from, follow it through your CRM and tell each platform which leads sales qualified and which deals closed. Spend and pipeline then sit in one view.
For Heads of marketing, growth leads and RevOps managers at B2B companies that spend on paid media and can’t tie that spend to pipeline.
You need this when
- 01
Google, Meta and your CRM report three different lead counts.
- 02
The ad platforms optimise for form fills, and sales calls the leads junk.
- 03
A deal closes, and nobody can say which campaign started it.
What’s included.
Measurement plan
Every event from page view to closed deal, with its name, trigger and where it’s recorded.
Analytics and tags
GA4 and Google Tag Manager set up or cleaned up, with Google consent mode for visitors in the UK and EU.
Server-side signals
Meta Conversions API and TikTok Events API sent from your server, plus Google and Microsoft enhanced conversions, so fewer conversions are lost to ad blockers and browser privacy limits.
Source capture
Hidden form fields save the ad click ID, UTM tags and landing page to every lead record in your CRM.
CRM stages sent back
Qualified lead, opportunity and closed deal stages sent to Google, Microsoft, Meta and TikTok, with deal values where you have them.
Live dashboard
One view that joins spend from each platform with leads, pipeline and revenue from your CRM.
How it runs.
Audit in week 1 and dashboard live in week 2; on its own it runs as a Sprint of 1–4 weeks, depending on how many platforms and forms are involved.
- 01 · Trace
We follow a test lead from ad click to CRM record and list every point where data is lost or counted twice.
- 02 · Plan
We write the event list, naming rules and CRM field map, and match each event to a stage in your CRM.
- 03 · Build
We set up tags, server-side signals, form fields and CRM syncs, in a test environment first.
- 04 · Test
We fire every event, check it lands in each platform and in the CRM, and log the result.
- 05 · Switch on
The dashboard goes live and the platforms start receiving qualified-lead signals.
Deliverables
- Measurement plan and event dictionary
- Documented tag manager container
- Server-side conversion setup for each platform
- CRM field map and UTM naming rules
- Offline conversion feeds to each ad platform
- Live dashboard
- Test log for every event
Works with
What buyers ask.
Will attribution ever be exact?
No. Browsers block some tracking, and B2B deals involve several people over weeks. We treat the CRM as the source of truth, show platform-reported and CRM numbers side by side, and add a how-did-you-hear-about-us field to forms so buyers tell you directly.
Does server-side tracking work under UK GDPR and EU GDPR?
It can, if it follows consent. We set signals to respect your consent banner, hash email addresses and phone numbers before they’re sent and document what goes where for your privacy notice. Your legal adviser signs off the consent setup.
We don’t use HubSpot. Does that matter?
No. The method is the same in any CRM: record the source on the lead, then send stage changes back to the ad platforms. We use native connectors where they exist and build an integration where they don’t.
Pairs well with
Search campaigns for buyers already looking, split by what they searched.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.