Analytics and performance optimization

Understand what builds demand and moves prospects forward.

We connect campaigns, content, web analytics and sales data to understand lead quality and progression. Where data allows, we track their contribution to meetings and sales opportunities to guide the next actions.

Let’s discuss your project

THE STARTING POINT

A dashboard should answer more questions than it raises.

Signals connected to decisions.

How we see the challenge

A download, a qualified lead and a sales opportunity represent different stages. We define those stages with your teams, then reconcile the available platform, GA4 and CRM data. Discrepancies, attribution limits and missing information remain explicit.

Data

Reconciliation

Decisions

WHAT WE TAKE CARE OF

Concrete work, at every step.

Measurement plan

Define useful events and stages: download, inquiry, qualified lead, meeting and sales opportunity. Agree on criteria with marketing and sales.

Configuration and validation

Set up or review GA4 and Google Tag Manager, check event triggers and verify the actual user journey.

Reporting and reconciliation

Reports that distinguish sources and journey stages. Analyze lead quality and progression in the CRM where data and access allow.

Documentation and handover

Explain metric definitions and monitoring needs so your team can confidently use the data.

Testing and optimization

Prioritization of hypotheses about messaging, pages and investment. Documentation of findings and limitations to guide the next cycle.

INSIDE THE ENGAGEMENT

From the first signal to a marketing decision.

Select a stage to see what we seek to understand. Available data determines the level of insight possible.

Select an element to explore

ILLUSTRATIVE DELIVERABLEDelivery data

Source and campaign
Offer and creative
Spend and period

Campaign

Identify what was delivered.

Connect investments to offers, audiences and creative. Naming and link conventions make this easier.

A SHARED UNDERSTANDING OF RESULTS

Measure what helps you decide.

We agree on useful metrics at the start, then interpret them in the context of your situation and available data.

Relevant inquiries and cost per qualified lead
Progression between journey stages, where measurable
Meetings and sales opportunities associated with inquiries
Tracking reliability and discrepancies between sources

ILLUSTRATIVE ENGAGEMENT · ADAPTED TO YOUR OBJECTIVES

Understand where prospects progress or drop off

Connect campaigns, downloads, follow-up sequences and available CRM stages. Distinguish incoming, qualified and sales-ready leads to identify friction. Use the findings to improve messages, journeys and investment decisions.

Define stages
Connect data
Assess progression
Prioritize improvements

YOUR QUESTIONS

Before we begin.

Why do Google Ads and GA4 conversions differ?

Attribution methods, measurement windows, consent and selected events can differ. We check those factors before treating a discrepancy as an error.

Can you work with our CRM?

Yes, when access and data allow it. We define useful links, such as connecting an inquiry to an appointment or sales opportunity.

Is server-side tracking always necessary?

Its value depends on your setup and needs. We assess existing tracking, privacy constraints and duplicate-event risks before recommending changes.

Resources related to your challenges.

Performance marketing

How Do You Build a Lead Quality Loop?

Connect campaigns to the CRM, define qualification stages and use sales feedback to improve lead quality.

Read article Mar 15, 2026

Measurement

How Do You Run Incrementality Tests in 2026?

Choose an incrementality test, define a control group and assess statistical power before drawing conclusions about media impact.

Read article Feb 28, 2026

Measurement

How Do You Start with Meridian MMM in 2026?

Prepare data for a Meridian marketing mix model, examine assumptions and use the results to inform media budget decisions.

Read article Feb 25, 2026

Tools to put into practice.

UTM

UTM link builder

Build tracked links to identify visit sources and compare campaigns with consistent naming conventions.

Build a tracked link BENCHMARKS

Marketing benchmarks

Explore data by industry, channel and metric, with sources and dates. Interpret these benchmarks in the context of your market and goals.

Explore the library

LET’S TALK

How can you build demand and move prospects forward?

Let’s discuss your audiences, campaigns and what would help your prospects take the next step.

Let’s discuss your priorities