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Find out which marketing contributes to qualified leads and revenue.

If you generate leads through SEO, paid search, or social, a form fill is only the beginning. I help connect campaign and website touchpoints to CRM stages and revenue, so your team can make decisions using more than clicks, platform-reported conversions, or assumptions.

Your reporting should not stop at the form fill.

Marketing and CRM data do not connect Connect the campaign, website, and CRM records that currently live in separate systems.

Campaign reporting stops too early See what happens after a lead enters the CRM, including qualification, opportunity, and closed deal stages.

Revenue credit is hard to explain Make the attribution rules explicit, so you know what the report credits and what remains unknown.

A clear path from campaign data to revenue reporting.

First, we assess which identifiers and CRM data are available. Then I connect the relevant records and define an attribution approach that fits your sales cycle. The result is a clearer view of which leads and deals can be linked to marketing, with limitations made explicit.

Assess

Review data sources, identifiers, lifecycle stages, and reporting goals.

Model

Join the relevant event and CRM data into analysis-ready tables.

Interpret

Apply an attribution approach that answers the decision at hand.

What it takes to connect marketing to CRM revenue.

The quality of the result depends on what your website captures, what makes it into the CRM, and how consistently lead stages and revenue are recorded.

Capture campaign details Preserve available UTMs, landing pages, and relevant click identifiers with the lead when a form or call creates a new inquiry.

Map lead quality and sales stages Agree on what counts as a lead, a qualified opportunity, a won deal, and revenue in your CRM.

Connect the data Where the available data supports it, join web events and CRM records into reusable analysis tables.

Choose an attribution approach Use first-touch, last-touch, or another defensible model based on the sales cycle and the question you need to answer.

Report on leads, pipeline, and revenue See which records can be connected to pipeline and closed revenue, and send eligible offline conversion signals back to ad platforms when appropriate.

Marketing attribution FAQ.

What is marketing attribution?

Marketing attribution is the practice of assigning credit to the channels and touchpoints that contribute to a lead, opportunity, customer, or revenue outcome.

Can website activity be matched to CRM deals?

Often, yes. When appropriate identifiers and data connections exist, website and campaign touchpoints can be matched with CRM lifecycle stages, opportunities, deals, and closed revenue.

Why use BigQuery for attribution reporting?

BigQuery can bring multiple sources together at a warehouse level, making it practical to model events and CRM records for flexible, repeatable attribution analysis.

What if not every deal can be matched to a marketing source?

That is normal. Phone leads, direct traffic, and missing identifiers create gaps. The work quantifies how much can be matched, improves capture going forward, and reports the unmatched share plainly.

Which attribution model should we use?

It depends on your sales cycle and the decision at hand. First-touch is useful for understanding demand creation, last-touch for closing channels, and position-based models balance both. Comparing them often shows where channels are over or undervalued.