S
Softechinfra Team
Author
February 18, 202511 min read
Marketing
Featured Image
Most marketing teams measure everything and understand nothing. At Softechinfra's digital marketing practice, we've helped companies transform their measurement from vanity metrics to actionable insights that drive real ROI. The key is connecting marketing activities directly to business outcomes.
87%
CMOs Can't Prove ROI
14+
Avg Touchpoints B2B
40%
Budget Wasted w/o Measurement
2x
ROI with Data-Driven Approach
The Measurement Challenge
Multi-Channel Journeys
Buyers touch 14+ channels before converting—who gets credit?
Long Sales Cycles
B2B deals take months—connecting activities to revenue is hard
Privacy Changes
Cookie deprecation and regulations limit tracking capabilities
Data Silos
Marketing, sales, and product data rarely connected
The Measurement Framework
Build your metrics hierarchy from business outcomes down:
Business Metrics
Marketing Metrics
Channel Metrics
Campaign Metrics
Metrics Hierarchy
| Level | Metrics | Audience |
|---|---|---|
| Business | Revenue, CAC, LTV, Market Share | C-Suite, Board |
| Marketing | Pipeline, MQLs, SQLs, Brand Awareness | CMO, Marketing Leaders |
| Channel | Traffic, Conversions, Cost per Lead | Channel Managers |
| Campaign | Impressions, CTR, Engagement | Campaign Managers |
KPIs by Funnel Stage
1
Awareness
Reach, impressions, brand search volume, share of voice, social mentions. See our social media services for awareness strategies.
2
Consideration
Website traffic, content engagement, email subscribers, demo requests, time on site.
3
Conversion
Leads generated, MQL/SQL conversion rates, opportunities created, closed revenue.
Attribution Models Explained
"The perfect attribution model doesn't exist. The goal isn't perfect accuracy—it's directional guidance that helps you invest in channels that actually drive results. Use the model that matches your business reality."
Single-Touch Attribution
| Model | Best For | Limitation |
|---|---|---|
| First-Touch | Understanding discovery channels | Ignores nurture and conversion |
| Last-Touch | Optimizing conversion channels | Ignores awareness building |
Multi-Touch Attribution
Linear
Equal credit to all touchpoints. Simple but may not reflect reality.
Time Decay
Recent touches get more credit. Good for short sales cycles.
Position-Based
40% first, 40% last, 20% middle. Balances discovery and conversion.
Data-Driven
ML allocates credit based on actual patterns. Requires volume.
Recommendation: For B2B with long sales cycles, use position-based (U-shaped) attribution. It respects both the channel that introduced a prospect and the channel that closed them. Our lead generation guide covers this in practice.
Analytics Infrastructure
GA4 Configuration Essentials
- Set up conversion events (not just pageviews)
- Configure user properties for segmentation
- Create custom dimensions for campaign tracking
- Enable enhanced ecommerce for revenue tracking
- Connect to BigQuery for advanced analysis
CRM Integration
Connect marketing data to revenue:
code
Marketing Automation → CRM → Revenue Data
↓ ↓ ↓
Leads Opportunities Closed Won
↓ ↓ ↓
Attribution tracking flows through entire journeyOur CRM development services help companies build these integrations for unified measurement.
Advanced Measurement Techniques
Marketing Mix Modeling (MMM)
- Aggregate-level analysis for strategic decisions:
- Historical data across all channels
- Accounts for seasonality and external factors
- Guides budget allocation at the portfolio level
- Works even with privacy restrictions
Incrementality Testing
The Gold Standard: Incrementality tests measure the causal impact of marketing—what revenue wouldn't have happened without the spend. Use holdout groups, geo testing, or A/B experiments to prove true lift.
Customer Journey Analytics
- Map actual paths to purchase:
- Touchpoint sequence analysis
- Common conversion paths
- Drop-off identification
- Optimization opportunities
Projects like TalkDrill use journey analytics to understand how users progress from awareness to paid subscription.
Dashboard Design
Executive Dashboard
Show what leadership cares about:
- Pipeline metrics (generated, influenced, converted)
- Revenue impact (marketing-attributed revenue)
- Cost efficiency (CAC, cost per opportunity)
- Trend analysis (MoM, QoQ, YoY comparisons)
Channel Performance Dashboard
- For channel managers:
- Performance vs. targets
- Cost efficiency metrics
- Optimization opportunities
- Budget pacing
Privacy-Era Measurement
Adapting to the New Reality
First-Party Focus
Build owned data through sign-ups, accounts, and CRM—less reliance on cookies
Modeled Conversions
Use GA4's machine learning to fill gaps from consent and tracking limitations
Incrementality Tests
Prove causality with experiments rather than tracking every click
MMM Revival
Aggregate models don't require user-level tracking
Need Help Building Your Measurement Framework?
We help companies implement measurement systems that connect marketing activities to business results—from analytics setup to attribution modeling.
Discuss Your Measurement Needs →Tags:
AnalyticsMarketingMeasurementAttributionROI