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Analytics and attribution

One report that marketing and sales both believe.

Cost per lead, lead-to-SAL ratio and organic share of voice by channel and market, so you can see what each part of the funnel produced.

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What you get

Reports tied to leads, not activity.

Search and site

Keyword ranking, technical implementation, content efficiency and acquisition efficiency by traffic source.

Paid

Cost per conversion, click-through rate and attribution modelling across LinkedIn and Google.

Funnel

Funnel and event analytics, lead scoring movement and the lead-to-SAL ratio by channel.

How we measure

Defined with sales before the first campaign.

Step 1

Agree the definitions

What counts as a lead, an MQL and a sales-accepted lead.

Step 2

Set up tracking

Analytics, tag consistency across properties, CRM and platform connections.

Step 3

Report by channel

Cost per lead and lead-to-SAL by source, market and campaign.

Step 4

Decide together

A regular review where spend moves to what produces accepted leads.

Our approach

Five lenses on one funnel.

Analytics connects the channels, so reports can answer one question: what produced sales-accepted leads?

LensWhat we measure
CRMCustomer segmentation, lifetime value, upsell and cross-sell.
SearchCost per conversion, click-through rate analysis and attribution modelling.
SocialBrand performance and share of voice, industry trends and competitor analytics.
WebsiteSegmentation, funnel and event analytics, and last-touch attribution.
EmailCampaign-level analytics and subscriber relationship analytics.
The monthly dashboard

Highlights, lowlights and what happens next.

Traffic by source

Organic, paid, direct, referral and social, month on month and year on year.

Engagement

Bounce rate, pages per visit, new and loyal visits, and time on page.

Markets

US and UK shown separately, with organic traffic by country.

Search visibility

Keyword rankings, indexing, and branded versus non-branded search terms.

Content

Blog performance, and which pages act as entry points and how many visitors leave.

Next steps

Every dashboard ends with recommendations for the month ahead.

Web analytics approach

Find what visitors do, then fix it.

Step 1

User analysis

Who visits, from where, and on what device.

Step 2

Bounce versus success

Separate the visits that leave from the visits that achieve something.

Step 3

Goal funnels

Map each step to a form, download or sign-up, and find the biggest drop.

Step 4

Recommendations

Specific changes to pages and flows, not general advice.

The problem we solve

Every channel has its own report. Nobody sees the whole.

Leads from many sources

Search, ads, events and content each report on their own, in their own terms.

No single dashboard

There is rarely one place that shows the combined influence of every channel on the buyer's journey.

A 360-degree view

We bring the channels together in one funnel report, with definitions agreed with sales.

Proof

The same programme, read by channel.

Lead-to-SAL ratio for a top-5 Indian IT company, bars drawn to scale (0 to 5%).

Technology clients across 19 yearsBirlasoftCoforgeAlibaba CloudInnodataEXL ServiceAlgoworksHyTechProIncessant TechnologiesGS1 IndiaOrtele Health
Pipeline review

Start with the number that matters.

Share your current funnel numbers and we will show you where the biggest drop is.

Book a pipeline review

info@search-value.com
  1. A 30-minute callYou describe your funnel and where it leaks.
  2. A look at your funnel dataRead-only access to analytics and your nurture platform.
  3. First findingsWhat we would change first, and what it should move.
FAQ

Analytics and attribution: questions, answered in detail.

Short answers first. Open any question for the detail.

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Which tools do you report in?

Google Analytics and your CRM or marketing automation platform, brought together in one funnel report.

How often will we see numbers?

Paid reports go out fortnightly. Search and technical audits are quarterly. Funnel reviews are monthly.

Can you take over our existing tracking?

Yes. We start by auditing what is tracked today, fix gaps and align the definitions with your sales team.

How do we measure marketing ROI when B2B sales cycles are long?

Track leading indicators that connect to revenue: qualified leads, lead-to-SAL, sales-accepted pipeline and cost per accepted lead by channel, then tie them to closed deals as they arrive.

Revenue in IT services can take six to eighteen months to appear, so waiting for it hides what works. Instead, connect your website analytics to your CRM so each lead carries its source, campaign and first touch. Report the funnel stage by stage and keep the history, so when a deal closes you can see which channels helped.

We build that single funnel report as part of our analytics and attribution work.

What should a monthly B2B marketing report include?

A useful report shows the funnel from visit to lead to sales-accepted lead by channel, the cost and trend of each stage, what changed and why, and what you will do next month.

We report on a fixed rhythm: one headline page with lead-to-SAL and sales-accepted leads by source; search visibility and AI assistant mentions; paid performance with cost per accepted lead; nurture engagement; and technical health. Each section ends with a decision, not just a chart.

Keep it short enough to read. If a metric never changes a decision, remove it.

Why do the numbers in Google Analytics (GA4) not match our CRM?

They measure different things, from different moments, with different rules. GA4 counts sessions and events in a browser; the CRM counts people and records. Without shared identifiers, they will never match exactly.

Common causes: form submissions not passed to the CRM with source data, ad blockers and consent choices hiding visits, duplicate leads, different attribution windows and offline conversions never recorded. Fix it by capturing campaign parameters and the GA4 client ID in hidden form fields, passing them to the CRM and agreeing one source of truth for lead counts.

The aim is not perfect agreement but a consistent method everyone trusts. We set this up in our attribution work.

Do we need multi-touch attribution, or is first and last touch enough?

Most mid-sized B2B companies do well with a simple model: first touch for what starts conversations, last touch for what closes them, and the full path reviewed on key deals. Advanced models need clean data and volume.

Complex attribution tools give a false sense of precision when tracking is incomplete. Start by getting source data into the CRM for every lead. Then review the customer journeys of recent won deals to see which channels repeated.

Add a weighted model only when you have enough volume and trust in the data to act on it.

What is lead-to-SAL ratio?

It is the share of marketing leads that sales accepts as worth following up: sales-accepted leads divided by marketing leads for the same period and source. It is the number we report.

A lead is a form fill or similar capture by marketing. A sales-accepted lead (SAL) is one that sales agrees is worth pursuing. The ratio shows quality, not volume: a small number of well-qualified leads can beat a large number of poor ones.

Tracking it by source, such as SEO, LinkedIn, Google Ads or events, tells you which channels deserve more budget. Our guide to the lead-to-SAL ratio explains how to calculate and improve it.

How much should we spend on paid search and LinkedIn before judging the results?

Spend enough to collect meaningful data for at least two to three months and judge by cost per sales-accepted lead, not cost per click. The right amount depends on your deal size and sales cycle.

A test that is too small never produces a signal; one that is too large wastes budget on untested messages. We usually start with a focused test across two or three audiences or keyword groups, then scale the winners. Early metrics are click-through rate and cost per lead. Later ones, once CRM data arrives, are lead-to-SAL and cost per accepted lead.

For long sales cycles also track assisted pipeline, because paid media often starts conversations that close months later. Our analytics and attribution work connects those dots.

How do we use Google Search Console and Bing Webmaster Tools?

Verify your domain, submit your sitemap, check indexing and crawl errors monthly, review queries and pages with impressions, and use the URL inspection tool after major changes.

Search Console shows which queries trigger your pages, which pages are indexed and which have problems. Bing Webmaster Tools gives similar data and feeds several other search products. Both are free.

Look for pages with many impressions but low clicks, because better titles and descriptions can lift them.

How do we design contact forms that convert and stay free of spam?

Ask only for what you need, such as name, work email and company, say when you will reply, test the form regularly and use a honeypot or similar spam protection instead of intrusive CAPTCHAs.

Every extra field lowers completion. Use a topic selector or short optional message to help route the lead. Confirm success on the page and by email, and make sure submissions reach a monitored inbox.

Pass source and campaign data with each submission so you can report lead-to-SAL by channel.

What is technical SEO, and why does it matter for a B2B website?

Technical SEO is making sure search engines can crawl, understand and index your site efficiently: clean URLs, fast pages, correct canonicals, a sitemap, structured data and no broken links. Without it, good content struggles to rank.

For B2B sites the common technical problems are duplicate or near-duplicate service pages, slow pages from heavy scripts, orphan pages with no internal links, accidental noindex tags, broken redirects after a redesign, and missing structured data.

A technical audit checks crawlability, indexation, site architecture, Core Web Vitals, mobile usability, canonical tags, hreflang for multiple regions, XML sitemaps and robots rules. Fixing these is usually the fastest SEO win because it removes the ceiling on everything else. Our SEO and GEO service starts with this audit.

What are the best practices for managing a B2B website?

Give the site a named owner, keep a change log, review performance monthly, audit quarterly, refresh your best pages and keep tracking, security and backups in order.

A B2B website is a sales asset, not a brochure, and it needs an operating rhythm.

  • Ownership: one person accountable for content, one for technology, one for approvals.
  • Monthly: check leads by source, top pages, Search Console errors and site speed.
  • Quarterly: audit titles, internal links, outdated pages, case studies and calls to action.
  • Always: test forms, keep a change log, and record why changes were made so you can learn from them.

Treat each change as a hypothesis you can measure.

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