Services
Marketing
Lead Source Attribution Audit
Map and validate every lead source in your CRM so you know which channels actually drive pipeline and revenue.
Foundation
The conversation that usually precedes this engagement goes in circles. Marketing believes the channel is working because cost-per-lead looks reasonable. Sales believes the leads are bad because close rates are low. Finance wants a number that connects spend to revenue and nobody can produce one. All three teams are looking at real data. None of them are looking at the same data. The attribution audit is what happens when someone finally decides to settle the argument rather than have it again next quarter.
Attribution breaks in predictable places. UTM parameters get stripped when someone forwards a link. The "Original source" field in HubSpot gets overwritten when a contact takes a second action. Form submissions from paid campaigns get logged as "Direct" because the integration isn't passing the right values. A contact who came from a LinkedIn ad six months ago shows up as "Organic Search" because that was their last touch before closing.
The result is that your attribution data reflects your tracking setup, not your actual marketing performance. Budget decisions get made on numbers that are wrong in ways nobody has bothered to quantify.
In our audits, 40% of lead source records have some form of attribution error. For companies spending serious money on paid acquisition, that's not a reporting problem. It's a strategic one.
What we do
We trace every lead source value back to its origin. That means auditing your UTM taxonomy, checking how sources are passed through forms and integrations, analyzing where original source gets overwritten and why, and comparing your source distribution against what your actual channel mix should produce.
We also look at how source data holds up across lifecycle stages. Attribution that looks correct at the lead level often falls apart by the time a deal closes, because the data model wasn't designed to preserve it.
For context on what this type of analysis typically surfaces, read why 40% of lead source data is wrong.
Deliverable
A complete attribution health report covering source field accuracy, UTM integrity, integration gaps, and overwrite patterns. Alongside that, a recommended source taxonomy and a step-by-step implementation guide for cleaning up what's broken and preventing recurrence.
Outcome
You'll know which channels actually drive pipeline and revenue, not which ones get credit for it. That's a different answer in most companies we work with.
The longer-term outcome is that budget conversations stop being arguments about whose numbers to trust and start being decisions based on data that finance and marketing both agree on.
How Stratum Group Cut Reporting Time by 50% and Detected Churn 60 Days Earlier — cut decision time by 50% and started detecting churn 60 days earlier.
Best Fit
This is the right engagement for any company spending more than $10K/month on acquisition across multiple channels. If you're running paid, organic, events, and partnerships but can't confidently rank them by pipeline contribution, this will fix that. It's also the prerequisite for any meaningful attribution dashboard or ROI reporting work.