5 posts
Your ad platforms grade their own homework, and self-reported conversions quietly overstate paid impact. Here's a practical guide to B2B incrementality testing — geo holdouts, ghost-ad control tests, and platform conversion lift studies a lean team can actually run.
The friction between RevOps and marketing analytics often boils down to a single, uncomfortable question: how much of this revenue would have happened anyway? For many organizations, the "assisted pipeline" metric is the primary source of that tension.
UTMs and last-click attribution now measure a shrinking slice of the B2B buying journey. Here is how to rebuild measurement around server-side events, offline conversions, CRM joins, and mix modeling.
When you have a few dozen qualified opportunities per quarter instead of thousands of conversions per week, last-click reporting becomes less like measurement and more like guesswork. The wrong channel gets credit, the channel that warmed the account gets ignored, and the CFO is
Last-click attribution makes B2B dashboards look cleaner than reality. Here is a practical framework for combining LinkedIn Insight Tag, GA4, offline conversions, and incrementality thinking to measure pipeline influence more honestly.