Follow the Money
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.
The experiment
Connect spend to leads, leads to sales and sales to revenue so marketing decisions have financial context.
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.
If the report ends at “conversions,” the experiment may be ending too early.
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 →