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MARKETING

One dashboard, no doubt about whether marketing contributes.

KPI dashboards and attribution models in HubSpot that marketing, sales and leadership all read the same way. No GA4 version 1 versus CRM version 2. Instead, ongoing reporting in which pipeline contribution, channel ROI and customer journey update every Monday, with a monthly review where you actually make decisions.

Book a call Take the Maturity scan first
What we report on continuously
  • 01
    Pipeline contribution per channel Which channels appear in which won deals
  • 02
    Marketing source & influence First-touch and multi-touch attribution
  • 03
    CAC and LTV:CAC per segment Acquisition cost vs customer value
The observation

Two dashboards, two stories, no decision.

According to Forrester (2025), only 35% of B2B marketing teams use an attribution model that sales and leadership trust. The rest steer on gut feel or on a report nobody pulls up. We do it differently: we start with the five questions leadership wants to see every Monday and build from there. Four patterns come up almost every time.

01

GA4 and CRM count differently

Marketing reports traffic and MQLs from GA4. Sales reports deals from the CRM. The numbers never match, so nobody trusts them. Often the foundation of a sound CRM architecture is missing. A typical audit shows a 15 to 25% gap between the two.

02

Attribution is missing or naive

Last-touch only or no model at all. Long-tail channels such as content and brand receive no credit, so they disappear from the budget even when they generate pipeline. In performance marketing we therefore measure on pipeline contribution rather than CPL.

03

Dashboards nobody opens

Forty reports built in month one, nobody opens them in month three. They do not answer the questions asked in the board stand-up, so everyone slides back to Excel.

04

Too many KPIs, too little decision data

Forty metrics in a report, nobody knows where to steer. Decisions are made on gut feel again, or not at all, so the funnel drains unnoticed.

Approach

From report noise to a working truth.

Six weeks to get the foundation live, then continuous maintenance. Analytics is not a build-and-done project. We build and run it alongside you.

01 Week 1-2

Question architecture

Which five questions does leadership want answered every Monday? Which metrics belong to each? Which are currently missing? No dashboard without a user.

Wat je krijgt question-to-metric overview and KPI spec per layer.
02 Week 3-6

Tracking, models, dashboards

Tracking setup (GA4, HubSpot, offline conversions), attribution model, dashboards in HubSpot. Test data, validation against CRM, a short training for your team.

Wat je krijgt live tracking and HubSpot dashboards, validated against CRM.
03 Monthly

Reporting and adjustment

Monthly review with marketing and sales on pipeline contribution, channel ROI and funnel velocity, linked to forecasting and pipeline management. What changes in budget and focus.

Wat je krijgt monthly report with concrete adjustments.
04 Quarterly

Recalibrate model and KPIs

New ICP, new product, new sales stage. The attribution model and KPI definitions adapt accordingly. This keeps the dashboard reflecting the truth.

Wat je krijgt updated attribution model and KPI set per layer.
Who helps you

Three specialists on your reporting.

Analytics only works when strategy, execution and data architecture are in one pair of hands. From the first session you sit at the table with your strategist, your consultant and your ads owner.

  • Carel Schrier

    Carel Schrier

    RevOps Lead / Strategist

    Owner of the question architecture. What does leadership want to see each week, which decisions do you want to make, which KPIs belong to those. Writes the KPI set and the attribution model.

  • Kim Loonen

    Kim Loonen

    Consultant & online marketer

    Builds tracking and dashboards in HubSpot and GA4. Keeps data hygiene, offline conversions and validation against CRM in order. Leads the monthly reporting.

  • Dante Zwanenburg

    Dante Zwanenburg

    Content & Ads specialist

    Ensures offline conversions from HubSpot flow back to Google and LinkedIn. Makes ads attribution and content attribution land in one dashboard.

Case · B2B mid-market

From two dashboards and two stories to a working truth

A mid-market B2B organisation had 40 reports in HubSpot, 12 dashboards in GA4 and an Excel report in a hidden drive. Marketing reported 400 MQLs per quarter. Sales accepted 60. The lifecycle model was not adopted by both teams, and the marketing automation ran independently of the sales process. Nobody knew the pipeline contribution per channel, and the board received three different stories every month.

In six weeks we rebuilt the question architecture. Five questions leadership wants to see every Monday, five corresponding dashboards. First-touch plus U-shaped attribution in HubSpot, offline conversions from CRM to Google and LinkedIn. After three months: one dashboard, one story. The board decides on data, not on gut feel.

Read more cases
B2B client
RevOps Lead, ~150 employees · B2B client
1 dashboard
marketing, sales and leadership
6 wks
to first working KPI set
U-shaped
attribution with offline conversions
Frequently asked questions

What clients usually ask.

Straightforward answers to the questions we hear before almost every analytics engagement. See analytics also in the context of the broader marketing approach.

Do you work only in HubSpot or also in GA4 and BigQuery?

HubSpot is our main environment for B2B attribution, because deals and contacts live there. We also work in Salesforce, read HubSpot vs Salesforce for a level-headed comparison. We use GA4 for traffic source and behavioural data. For clients with large datasets or multi-platform tracking we connect to BigQuery or Looker Studio.

Which attribution model do you recommend?

In most B2B engagements a combination of first-touch (which channel opened the door) and U-shaped (first plus opportunity creation plus won). We rule out last-touch only. Content and brand receive no credit under that model, even when they are working.

How long until we see the first reliable numbers?

First dashboards live within six weeks. Want to know where you stand first? Take the RevOps maturity scan. First monthly report with reliable attribution only after eight to twelve weeks, because the system needs conversion data to establish patterns. With long sales cycles that can extend to sixteen weeks.

What do you do about cookieless tracking and privacy?

Server-side tracking via HubSpot Tracking Code and GA4 server-side. First-party data takes priority, no reliance on third-party cookies. Consent Mode v2 for Google, CMP integrations, suppression lists per region. Standard part of the setup.

Ready to start?

Ready for a dashboard everyone trusts?

Start with a conversation. We look at your current tracking, dashboards and attribution, and give an honest scope, even if the outcome is that you are better off fixing your data model first.

Book a call Take the Maturity scan