STRATEGY
EVERY PLATFORM CLAIMING THE SAME SALE?
Attribution that admits how buying actually works.
Google says Google did it. Meta says Meta did it. Your CRM shrugs. We build reporting that reconciles the stories and tells you where the next dollar - or pound - goes.
Attribution is where marketing data goes to lie most confidently. Long sales cycles, buying committees, dark social, self-graded platforms - and somewhere in the fog, a real answer about what's working.
We won't pretend the fog away. We'll give you the most honest picture available and - more useful - the discipline to act on it.
How we build it
- CRM as the source of truth: revenue outcomes anchor everything; platform dashboards inform, never decide.
- Deliberate triangulation: platform data, analytics, CRM, and self-reported attribution ("how did you hear about us?" remains embarrassingly effective) weighed together.
- Pipeline over vanity: reports lead with the numbers that match how you sell: ROAS for B2C, MQL → SQL → pipeline for B2B.
- Uncertainty, labelled: where the data can't support a confident call, the report says so. False precision costs more than honesty.
- Built for decisions: every report ends with what we'd change. Otherwise it's decoration.
Nobody has perfect attribution, whatever their deck says. The realistic aim is to be less wrong than your competitors, and to keep getting less wrong.
Questions we get asked
Why do our platforms report more conversions than we actually got?
Each platform grades its own homework with generous attribution windows, and they all claim the same conversions. Add them up and you'll have sold more than exists. The fix is a source of truth outside the platforms - usually your CRM - with platform numbers used directionally.
Is multi-touch attribution worth the complexity?
Full multi-touch modelling is overkill for most businesses - and often false precision even for large ones. What's always worth it: clean first-touch and last-touch views, CRM reconciliation, and triangulation you can defend. We've written about doing this for B2B SaaS specifically.
What does good reporting look like?
One page a decision-maker reads in five minutes: spend, pipeline, cost per qualified outcome by channel, and what we're changing next. If a report needs a meeting to explain it, the report has failed.
Related reading
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Want this handled properly?
Tell us where you're at. We'll tell you what we'd do - and what it costs.