ATTRIBUTION & ANALYSIS
Understand what happens after the click
Campaign reports tell you where clicks and conversions happen. Understanding which activity leads to useful enquiries—and what happens to those enquiries—takes a more connected view.
GROBYO helps businesses connect marketing activity, website interactions and lead information to build a clearer picture of performance.
Talk about your measurementStart with the questions that matter
Which channels bring enquiries? Which enquiries become qualified opportunities? Where do potential customers drop out? Can your reporting connect marketing spend with business outcomes?
Useful analysis starts with the decisions you need to make. From there, we identify the information available, the gaps in measurement and the connections needed to answer those questions.
Areas of focus
Conversion tracking
Define the actions that matter to your business, such as form submissions, calls or bookings. Review how those actions are recorded and check that reporting reflects the intended behaviour.
Lead-source attribution
Connect available source and campaign information with incoming enquiries. Understand where leads appear to originate while accounting for missing data and journeys that involve more than one channel.
Lead quality and outcomes
Where your systems support it, follow enquiries beyond the initial conversion. Bring qualification, opportunity and customer outcomes into the assessment of marketing performance.
Reporting and interpretation
Organise relevant information into reports that answer clear business questions. Explain what changed, what the evidence supports and what needs further investigation.
Measurement checks
Look for missing events, duplicate conversions, inconsistent campaign labels and gaps between systems. Check the collection process before relying on the conclusions.
Understand. Connect. Improve.
Understand the starting point
Review your goals, current reports and the path from first visit to enquiry and follow-up. Establish which information is available and how reliably it is captured.
Connect the evidence
Align campaign tracking, website events and lead records where appropriate. Use consistent definitions so that marketing and sales can interpret the numbers together.
Improve through investigation
Investigate differences between reports, test explanations and refine the measurement setup. Turn findings into practical changes to campaigns, landing pages and follow-up.
Attribution is a guide—not a complete account
A customer may encounter your business several times before getting in touch. Privacy choices, different devices, offline conversations and gaps between systems can all limit what is measurable.
We distinguish recorded activity from assumptions. Attribution can help explain a journey, but assigning credit to a channel does not, by itself, prove that the channel caused the outcome.
Put the findings to work
The value of analysis is in the decisions it supports: where to investigate wasted spend, which landing pages need attention, how lead quality differs and where follow-up could improve.
Explore Digital AdvertisingWhat isn’t your reporting telling you?
Tell us which numbers are difficult to reconcile, which outcomes you need to understand or where the connection between marketing and sales becomes unclear.
Talk to GROBYO