B2B marketing analytics and attribution:
one report both teams trust.

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

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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.