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Marketing Research, Attribution & Strategy

In short

This is the measurement and planning layer: competitor and market research, a clean GA4 and Google Tag Manager implementation, a strict UTM taxonomy, Looker Studio dashboards, and the CPL-Q framework — spend divided by sales-accepted leads — used as the decision metric.

0 → 1

attribution stack built from nothing (Tech Leads IT)

100%

of spend mapped to source and campaign

CPL-Q

adopted as the core KPI in every review

What's included

  • GA4 implementation with an event and conversion schema tied to real business actions
  • Google Tag Manager as a single, versioned, documented tagging layer
  • A strict UTM taxonomy so channels stop claiming each other's conversions
  • Looker Studio dashboards blending ad spend with CRM outcomes
  • CPL-Q framework: qualified cost per lead as the optimisation target
  • Market, competitor and channel research shaping the next quarter's plan

How I approach it

  1. 1

    Audit what is actually tracked

    Most accounts count form loads, duplicate conversions or bot traffic. That gets cleaned before any dashboard is built.

  2. 2

    Build one tagging layer

    One GTM container, versioned, with documented triggers and no hardcoded pixels scattered through the site.

  3. 3

    Close the loop with the CRM

    Every lead carries both its source and its qualification verdict, which is what makes CPL-Q possible.

  4. 4

    Report where decisions happen

    A live dashboard the whole team reads weekly, replacing manual spreadsheet pulls.

Tools I use

GA4Google Tag ManagerLooker StudioSEMrushn8nZapier

Frequently asked questions

What is CPL-Q?

Qualified cost per lead: media spend divided by the leads sales accepts, rather than every form fill. It stops budget drifting toward cheap, unusable volume.

Can attribution work without a CRM?

Partly. Source capture and GA4 events work anywhere, but qualification has to come back from somewhere — a CRM, or even a maintained sheet.

How long does an attribution build take?

Typically three to five weeks for tagging, taxonomy and a first live dashboard, then refinement as CRM data flows back.

Want this running on your account?

Tell me where growth is stalling and I'll tell you what I'd change first.

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