Why Your Best Leads Show Up as “Unknown” in the CRM
How form changes, lost UTM parameters and CRM overwrites strip the source from your leads, and how to measure, recover and fix it with GTM, BigQuery and Looker Studio.
Marketing Data & Reporting
Marketing reporting built on a single source of truth
When marketing, sales and finance each pull their own numbers, every meeting starts with an argument about whose data is right. We define shared metrics, connect your ad platform, analytics, CRM and revenue data, and build dashboards in Looker Studio or your existing BI tool that everyone can trust.
Symptoms
Signs you need a single source of truth
If the first ten minutes of every meeting go to reconciling numbers, the data layer is the problem.
- Marketing, sales and finance show different numbers for the same metric
- Reporting depends on manual exports from ad platforms and the CRM
- No one fully trusts the dashboards, so decisions default to opinion
- Ad, analytics, CRM and revenue data live in disconnected tools
- Analysts spend more time cleaning data than analyzing it
- No one can trace a dashboard number back to its source
What We Examine
What we build on
Dashboards are only as good as the data model underneath them, so that’s where we start.
01
Source inventory
Every ad platform, analytics property, CRM and revenue source your reporting depends on, and how each one is used.
02
Metric definitions
Shared, documented definitions for leads, customers, revenue and CAC, so each metric means the same thing in every report.
03
Data quality
Duplicates, missing IDs, time zone and currency mismatches, and broken joins that distort reports downstream.
04
Warehouse & pipelines
Pipelines that bring marketing, sales and revenue data together in one warehouse, modeled for analysis.
05
Dashboards & reporting
Executive and team dashboards built on the unified model and designed around the decisions they support.
06
Monitoring & alerts
Checks that flag when a feed or tag breaks or a number moves unexpectedly, before it reaches a board deck.
Tools we work with
- Google Tag Manager
- Google Analytics 4
- BigQuery & SQL
- Looker Studio
- Zoho
Our Process
How the engagement works
An evidence-first process, designed to replace opinion with proof at every step.
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Intake & hypothesis
Tell us where the numbers conflict. We respond with an initial hypothesis and a 30-minute alignment call.
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Data audit
We inventory sources, test data quality and document how each team currently calculates its key metrics.
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Model & pipelines
We agree shared definitions with your teams and build the unified model and pipelines in your warehouse.
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Dashboards & handover
Dashboards, monitoring and documentation are delivered so your team can own and extend the system.
Deliverables
What you get
One version of the numbers, and a system your team can own.
- A data source inventory and quality audit
- Documented metric definitions agreed across marketing, sales and finance
- A unified data model and pipelines in your warehouse
- Executive and team dashboards built on that model
- Data quality monitoring, alerts and handover documentation
Case Studies & Research
Related reading
The Marketing Attribution Illusion: Why Ad Platform ROAS Doesn't Match Bank Deposits
A deep-dive case study into B2B multi-touch attribution overlap, duplicate conversion tag triggers, and how to verify your true customer acquisition costs.
FAQ
Frequently asked questions
What is a single source of truth?
A single source of truth is one trusted data layer where every team gets its numbers. Instead of each department exporting and calculating metrics separately, data is cleaned, combined and defined once, so reports agree with each other.
Which tools do you work with?
We work within your existing stack wherever possible. Our core toolkit is Google Tag Manager, Google Analytics 4, BigQuery and SQL, Looker Studio and Zoho, and we connect other ad platforms and CRMs as each project needs.
Do we need a data warehouse?
Not always. Smaller data sets can sometimes be unified with simpler tools. A warehouse becomes worthwhile when you combine several sources, need history, or want reporting that doesn’t depend on manual exports. We recommend the lightest setup that solves the problem.
What does the initial diagnostic cost?
The diagnostic intake and initial hypothesis are free. Formal engagements are scoped and priced in a separate, signed Statement of Work.
Free Diagnostic
Find your organization’s fifth driver
Describe the symptom and the competing explanations. We’ll come back with an initial hypothesis and help you schedule a virtual consultation.