Work / acquisition
Acquisition & attribution system
Rebuilt the front-end demand layer so lead capture, routing, and measurement stopped fighting each other.
Acquisition + reportingThe business had been running paid search, organic content, and referral programs for over a year, generating steady inbound volume but with no clean way to tell which channels were actually producing qualified pipeline. The acquisition layer was fragmented across disconnected landing pages, form handlers, and manual follow-up handoffs built by different people at different times. UTM structures were inconsistent, conversion events fired differently depending on the page, and the CRM captured leads without reliable source data. Reporting was noisy enough that the team had stopped trusting it, which meant performance decisions were made on gut feel rather than actual acquisition data. The trigger for the engagement was a budget planning cycle where leadership realized they could not justify channel allocation because nobody could confidently connect spend to outcomes.
Multiple demand sources without clean route ownership or consistent UTM taxonomy
Low-trust attribution caused by duplicate conversion events and misconfigured GA4 goals
Performance decisions happening on partial data because paid and organic reporting lived in separate tools
Landing pages built ad-hoc over time with no shared capture or tracking standard
No historical baseline for channel performance because past data was too inconsistent to use as a reference point
Audited every capture point across paid, organic, and referral paths to map where leads actually entered the system versus where the team assumed they entered, including form handlers, chat widgets, and phone tracking numbers
Rebuilt UTM taxonomy and enforced consistent tagging across all paid channels and campaign types, with naming conventions documented and validated through a shared spreadsheet before implementation
Reworked the measurement structure in GA4 and HubSpot so conversion events reflected real funnel behavior instead of page-level proxies, removing duplicate event triggers and aligning goal definitions with actual pipeline stages
Consolidated acquisition reporting into a single Looker Studio view that connected spend, capture, and qualified pipeline in one surface, pulling from GA4, HubSpot, and ad platform data
Tightened the reporting layer so weekly decision-making matched actual demand movement rather than lagging vanity metrics, with automated data refresh and alert thresholds for key acquisition signals
Outcomes
Acquisition reporting became clear enough to support real weekly decisions without side-checking in multiple tools. The team stopped rebuilding the same report from scratch every Monday and started reviewing a single trusted surface.
A single operating view replaced disconnected channel-by-channel reporting, giving the team one place to assess demand health. Channel performance, spend, and pipeline contribution all lived in the same weekly surface for the first time.
The team could finally see which acquisition paths were producing qualified pipeline and which were producing noise. Budget reallocation conversations moved from opinion-driven debates to data-backed decisions grounded in actual source attribution.
“The biggest change was not more traffic. It was finally knowing what was working and what was leaking.”