A marketing analytics company that could not attribute its own marketing

The situation

A US marketing analytics SaaS — a tool literally designed to help marketers track performance — had its own marketing tracking completely broken. The irony was noticed when a new CMO joined and asked for attribution data to present to the board. There was none.

The problem

The product team had built the core analytics product but never prioritized their own marketing stack. GA4 was installed but unconfigured beyond page views. No ad platform CAPI. No conversion events. No CRM integration. The company was spending $40K/month across Meta and Google with zero ability to attribute any revenue to any channel. They were flying completely blind on their own marketing spend.

What we did

1. Configured GA4 custom events: demo_requested, trial_started, trial_converted, mrr_expanded — all triggered server-side via Stripe and HubSpot webhooks
2. Implemented Meta CAPI and Google Enhanced Conversions — both with demo_requested as primary conversion signal
3. Built HubSpot → Google Ads offline conversion import: closed deals with MRR value flowing back to campaigns within 24 hours of close
4. Built full-funnel Looker Studio dashboard: ad spend → demo → trial → MRR → expansion — all connected end to end

Why it worked

SaaS companies are often better at tracking their customers' businesses than their own. The internal tracking debt accumulates because the product team has no incentive to prioritize it and the marketing team lacks the technical skill to implement it. The fix requires someone who bridges both — implementing the full stack from ad platform signals to CRM data to revenue tracking.