Measurement & Attribution Cleanup

Your marketing data tells three different stories. We build the one you can manage.

Measurement is the plumbing behind every growth decision. Search Console says one thing. Bing says another. GA explains sessions but not inquiry quality. Zoho knows the lead, but source data is often inconsistent or missing.

When the stack is not connected, every channel decision becomes a guess. The cleanup work creates a practical source of truth: what got visible, what got traffic, what created qualified inquiries, and what deserves the next dollar or next fix.

What the work covers

Data infrastructure

• Connect data sources — GA, Google Search Console, Bing Webmaster Tools, Zoho, ad platforms, email, call tracking, and dashboards where the business actually reviews performance
• Fix broken tracking — UTM discipline, conversion event hygiene, source/medium cleanup, form and call attribution, consent-aware tracking, and server-side tagging where it matters
• Build a URL performance ledger — URL, sitemap status, GSC status, Bing status, canonical, noindex, page type, owner, sessions, clicks, impressions, leads, pipeline, next action, and verification date

Dashboards & reporting

• Dashboards leadership actually uses — clean, functional, answer-the-question dashboards. Not 40-widget Tableau monstrosities.
• Reporting cadence that holds — weekly team reports, monthly exec reports, and quarterly reviews that separate visibility, traffic, qualified inquiry, and pipeline instead of blending them into one vague success number

Attribution

• Practical attribution — source and inquiry tracking that fits how your team actually sells, without pretending every touchpoint can be perfectly weighted
• Pipeline-aware measurement — visibility and traffic are treated as leading indicators; qualified inquiry, stage movement, and revenue remain separate proof layers

Who it's for

• B2B companies where the CMO cannot defend the marketing budget at the exec meeting
• Ecommerce brands where Google, Meta, and Shopify each tell a different story about revenue
• Mid-market companies with marketing teams and no one dedicated to operations
• Private equity portfolio companies where reporting needs to get serious before the next board meeting
• Agencies that need attribution and reporting cleaned up across client accounts

What I don't do (clear scope, clear expectations)

• CRM rebuilds (hire a Salesforce or HubSpot implementation firm)
• Sales operations (deal stages, commissions, quotas)
• Finance ops (ARR waterfalls, revenue recognition)
• Salesforce admin work (permission audits, workflow builds)

If your problem is actually sales ops or CRM implementation, I'll point you toward the right help.

Experience behind it

Measurement cleanup has been part of nearly every serious engagement I have run. Search, paid media, and content work are not defensible when the reporting underneath is broken. Historical work has included attribution models, CRM and pipeline cleanup, paid-media conversion repair, and source-of-truth reporting across agencies, startups, mid-market companies, and PE portfolio environments.

Further reading: Marketing Operations: What I Do, What I Don't, and Why It Matters →

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Tell me one number your executive team trusts, and one number they argue about → — then we can identify which systems need to be reconciled first.