Join marketing and sales data. Connect HubSpot or Pipedrive with Google Analytics and ad platforms so each lead carries its source through to the deal.
Choose an attribution model and keep it consistent. Apply first-touch, last-touch or another agreed model, and use the same logic in every report.
Plan budget around revenue. Compare cost per lead with cost per opportunity and cost per closed deal for each channel.
What you can track
- Leads, opportunities and closed deals by source
- Pipeline value by campaign
- Cost per lead and cost per opportunity
- Lead-to-deal conversion rate by channel
- Revenue attributed to each channel
- Time from first touch to closed deal
