A real case study of improving marketing attribution accuracy by 38% and increasing conversion rates by 5%.
+38%
Attribution Accuracy
+5%
Conversion Rate
+85%
Marketing ROI Visibility
-75%
Time to Attribution Analysis
$50K per month on marketing.
Eight different channels running at once.
And the CEO has one question: Which channels actually work?
Nobody can answer.
Here's the problem: Their attribution model only tracked last-touch. Click the ad, fill the form, become a lead. Simple, right?
Wrong.
Because 60% of their deals couldn't be traced to ANY marketing activity. The attribution data said marketing generated 40% of revenue. The sales team said it was more like 15%.
Someone was right. Someone was wrong. And $600K per year hung in the balance.
This is the story of how we fixed it.
!The Challenge
!
What wasn't working
The company had crossed $5M ARR. Fast growth. Ambitious targets. And a marketing budget that kept growing.
But here's what was actually happening:
Marketing ran campaigns across LinkedIn Ads, Google Ads, content syndication, webinars, organic social, SEO, email nurture, and referral programs.
Sales saw leads coming in. Some converted. Most didn't. And when deals closed, nobody could say which touchpoint actually mattered.
Last-touch attribution said: Google Ads drives 60% of revenue.
But sales knew prospects attended 3 webinars, downloaded 2 whitepapers, and had 4 sales calls before closing.
The CEO asked: Should we double down on Google Ads or cut the budget?
Marketing said yes. Sales said no. Finance wanted data.
Nobody had it.
The result? Budget decisions based on gut feel. Channel optimization? Impossible. Marketing ROI? A guess at best.
And the worst part: 60% of closed deals showed ZERO marketing touchpoints in the CRM.
Either marketing wasn't working, or the data was broken.
Spoiler: The data was broken.
→Our Solution
Here's what we did.
Step 1: Map the actual buyer journey
We pulled 6 months of closed deals. Then we went backwards.
Every email opened. Every page visited. Every content download. Every ad click. Every webinar attendance.
We found the average buyer had 11.3 touchpoints before closing. Not one. Eleven.
Step 2: Implement multi-touch attribution
We built a custom attribution model inside their existing stack (HubSpot + Salesforce). No expensive new tools. Just proper data mapping.
We weighted touchpoints based on deal velocity:
- First touch: 20% credit (awareness)
- Mid-funnel content: 30% credit (education)
- Demo request: 30% credit (intent)
- Last touch: 20% credit (conversion)
This wasn't perfect. But it was 10x better than last click wins.
Step 3: Fix the tracking infrastructure
UTM parameters were a mess. Half the campaigns had no tracking. The other half used inconsistent naming.
We standardized everything:
- Campaign naming convention
- UTM parameter structure
- CRM field mapping
- Revenue attribution reporting
Step 4: Build automated dashboards
We created three dashboards:
1. Marketing Dashboard: Which channels drive pipeline? (Not just leads.)
2. Sales Dashboard: Where do high-quality leads come from?
3. Executive Dashboard: Revenue per channel. ROI per dollar spent.
All automated. All updated daily. All connected to actual revenue, not vanity metrics.
The key insight: Connect marketing touchpoints to revenue, not just leads.
Because a channel that generates 1,000 leads worth $0 is worse than a channel that generates 10 leads worth $500K.
The Results
+38%
Attribution Accuracy
+5%
Conversion Rate
+85%
Marketing ROI Visibility
-75%
Time to Attribution Analysis
“Within 30 days of going live: Attribution accuracy jumped 38%”— Altior Team
The Bottom Line
Within 30 days of going live:
Attribution accuracy jumped 38%. They could now trace 94% of deals back to specific marketing activities (up from 40%).
Conversion rates increased 5%. Why? Because they stopped optimizing for leads and started optimizing for revenue. They cut two low-performing channels and doubled down on the ones that actually closed deals.
Marketing ROI visibility improved 85%. The CEO could now answer: What happens if we add $10K to LinkedIn Ads? (Answer: $47K in pipeline within 60 days.)
Time to run attribution analysis dropped 75%. What used to take 3 days of spreadsheet hell now took 20 minutes in a dashboard.
But here's the real win:
Marketing and sales stopped arguing.
They were looking at the same data. They agreed on which channels worked. They aligned on lead quality definitions.
And the CEO? He increased the marketing budget by 40%.
Because now he knew where it was going.
Here's what we learned:
You can't optimize what you can't measure.
And you can't measure what you don't track properly.
Most B2B SaaS companies are flying blind. They think they know which channels work. But they're guessing.
The fix isn't expensive. It's not complicated. It just requires:
1. Proper UTM tracking
2. Multi-touch attribution (not last-touch)
3. Revenue-based reporting (not lead-based)
4. Alignment between marketing and sales
This company fixed it in 6 weeks.
You can too.
AT
Altior Team
RevOps Specialists
Helping B2B SaaS companies build predictable revenue engines through strategic RevOps implementation.