You might be seeing
- Monthly reports full of clicks and impressions, but no line to revenue
- Marketing and sales arguing over whose numbers are right
- Budget decisions made on gut feel
- Hours every week spent stitching spreadsheets together
What's usually happening
Tracking was set up campaign by campaign, so data lives in five tools that don't agree. Without one funnel view, the leaks stay invisible, and so does the work that's actually working.
How we do it
- Audit tracking across GA4, ad platforms, CRM and forms
- Define the funnel stages and the metrics that matter at each
- Run a funnel leak analysis: where, why, and how much it costs
- Set up attribution (practical, not perfect)
- Build automated dashboards with commentary
What you get
- Tracking audit & fix list
- Measurement framework
- Funnel leak analysis
- Attribution model
- Power BI / Looker Studio / HubSpot dashboards
- Budget-to-pipeline benchmarks
- Monthly insight report (retainer)
Proof: I have stewarded large marketing budgets against pipeline and revenue, designed budget frameworks with performance benchmarks, and built the KPI dashboards leadership used to make spend decisions.
Timeline
2–3 weeks (one-time) · monthly reporting (retainer)
Success looks like
One source of truth, a clear answer to "what's working?", and budget moved to the channels that create pipeline.
Ways to engage
One-time project
Audit + framework + dashboard build
Monthly retainer
Monthly insights, optimisation recommendations, QBR deck
Annual contract
Fractional marketing-ops & analytics lead
Key takeaways
- Measure the full funnel, from traffic to pipeline, not vanity metrics.
- Practical attribution beats perfect attribution that never gets finished.
- Automated dashboards with commentary turn reporting into decisions.
Pairs well with
Frequently asked questions
What is marketing funnel analysis?
Marketing funnel analysis measures how many prospects move from each stage to the next (visit, lead, MQL, opportunity, pipeline, revenue) to find where the biggest drop-offs occur and why.
What should a B2B marketing dashboard show?
It should show pipeline created and influenced, conversion rates between funnel stages, cost per opportunity by channel, velocity, and trends over time, with a short commentary on what changed and what to do next.
Which analytics tools do you work with?
GA4, GTM, HubSpot, Salesforce, Power BI, Looker Studio, Excel, and whatever you already have.
Do we need clean data before starting marketing analytics?
No. We start with what exists and fix as we go.
Can marketing reporting be automated?
Yes. Recurring reports can run themselves (see Ge).
Written by Manika Gupta · Last updated 2026-10-13