Follow the Money
Analytics & revenue attribution
Connect spend to leads, leads to sales and sales to revenue so marketing decisions have financial context.
The lab follows the chain from source to lead to sale to revenue.
A dashboard should answer a business question.
Traffic, clicks and impressions explain activity. They do not tell you whether the activity created profitable customers. Detcord builds measurement around the path from acquisition source through lead quality, pipeline and revenue using the best data the business can reliably capture.
The measurement stack
- GA4 and conversion-event architecture
- Advertising pixels and platform events
- Call tracking and source attribution
- CRM source and lifecycle tracking
- Qualified-lead and opportunity reporting
- Sales and revenue feedback
- Executive dashboards built around decisions
Attribution has limits. Good decisions still need context.
No attribution model perfectly reconstructs every human decision across devices, channels and offline conversations. We make those limitations visible instead of manufacturing precision, then use multiple signals to understand what is creating demand and customers.
Close the loop
When the CRM and sales process support it, downstream outcomes can be sent back into marketing analysis. That lets optimization move beyond form fills toward the leads and campaigns that actually become business.
Bring it into the lab.
Show us where the process breaks, where information disappears or where the business needs clearer evidence. We'll start there.
Light the Fuse →What the work includes
- Event and conversion definitions
- Tracking and source-to-CRM mapping across agreed systems
- Dashboard/report specification with known attribution limitations
What we need to start
Website and CRM access, conversion definitions and sales outcome data.
What we measure
Qualified leads, opportunities, sales and contribution; avoid presenting uncertain attribution as exact.
Scope and ownership
Before kickoff, confirm the deliverables, access, approval owner, costs, ownership and support responsibilities. Advertising budgets, third-party subscriptions and ongoing support are defined separately where relevant.
How this can work in practice
Five form fills do not prove five useful leads. Separate spam, duplicates and out-of-area inquiries before assigning campaign credit.
Do I need every service?
No. Start with the specific constraint in your customer journey. The right scope depends on the systems, evidence and capacity you already have.
Can you guarantee an outcome?
Results depend on demand, competition, implementation and your sales process. Agree the scope and measurement first; do not treat rankings, placements or revenue as guaranteed.
Explore a related example or guide