Every enquiry traced from its first click to the sale
Analytics says one thing, the ad platforms another and the CRM a third. This workflow carries the source of every visit into the CRM with the lead, follows it to the sale, and reports marketing on the revenue it brings in.
- Kind
- Workflow
- Service
- Marketing
- Tools
- 4 connected
- Lands in
- One report
Three tools, three answers, and budget set on a hunch.
The problem. Analytics, the ad platforms and the CRM each tell a different story, and none of them knows which enquiries became customers. Marketing reports on clicks, sales reports on deals, and nobody can say which channel is worth more money.
The solution. We keep the source of every visit, carry it into the CRM with the lead and follow the lead to the sale. Marketing is then reported on revenue: which channels and campaigns bring enquiries that become customers, in one report both teams trust.
What we used
The journey kept, carried into the CRM, and reported on revenue.
- PostHogKeeps the first and latest source of every visit, and the pages read before an enquiry, where cookies are accepted.
- Google AnalyticsThe wider traffic picture, for the channels the CRM never sees.
- Search ConsoleWhich searches bring people in, for the organic part of the story.
- CRMHolds the lead's sources, its stage and the value it closed at.
How one enquiry is traced to revenue
Follow one enquiry from its first visit to the report.
- 01PostHog
Keep the first touch
Their first visit came from a LinkedIn post to the planned maintenance page. That's kept.
First touchLanded on - 02PostHogSearch Console
Keep the journey
Two weeks later they came back from a Google search for your name and read the pricing page.
Latest touchVisits before - 03CRM
Carry it into the CRM
When they enquire, both sources travel with the lead into the CRM.
Company - 04CRM
Follow it to the sale
The enquiry becomes a won deal with a value, on the same record.
Deal - 05CRMGoogle Analytics
Report on revenue
Each month: enquiries, deals and revenue by channel and campaign, with the wider traffic beside it.
Credited to
Unknown visitor
First visit in March
- First touch
- LinkedIn post
- Landed on
- /planned-maintenance
- Latest touch
- Google, searched your name
- Visits before
- 5
- Company
- Ashgrove Housing
- Deal
- £42,000, won
- Credited to
- LinkedIn, then brand search
Every enquiry traced to its source and to the revenue it became.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
61%
of the way through the buying journey, on average, when the buyer first makes contact ¹
79%
of first contacts are made by the buyer, not the seller ¹