Digital Marketing
Performance Marketing
Know what every pound of marketing returns, then move budget to where it works.
01 / Digital Marketing6 capabilities · 7 deliverables
The problem
Each channel claims credit and nobody knows what is really working
Google Ads reports one number, Meta reports another, GA4 shows a third and your CRM shows what sales actually closed. Every platform counts conversions in its own favour, often counting the same customer twice. Budgets get set from habit or from whoever argues loudest in the meeting, not from evidence of marginal return.
Measurement gaps are common even in well-run teams: tracking breaks after a site update, consent banners drop data, offline sales never get matched to the ad that started the journey, and lead quality is judged by volume rather than by what closed. Optimising a channel in isolation can look successful while the business total stays flat.
Sound familiar?
- Platform dashboards add up to more conversions than you actually received
- You cannot connect ad clicks to closed revenue in your CRM
- Budget shifts between channels are made on opinion rather than numbers
- Cost per lead looks fine but sales says the leads are poor
Our solution
A measurement and budget system that runs across every channel
We first fix the measurement. That means a clean tracking plan, server-side or enhanced conversion setups where appropriate, UTM discipline, GA4 events tied to real business actions and a link between marketing data and your CRM so leads are traced to revenue and not just form fills. We agree the metrics that matter, such as cost per qualified lead, customer acquisition cost and payback period.
With that in place we compare channels on a like-for-like basis, use attribution models alongside incrementality tests such as geographic holdouts or budget pauses, and recommend where to increase, hold or cut spend. We will not claim any attribution model is perfect. It is a better-informed estimate than the platform defaults. Performance marketing is the layer above individual campaigns, and it is overkill for a business running a single small ad account.
Capabilities
What's inside.
- 01
Measurement planning and tracking
We design a tracking plan covering events, parameters, consent handling and conversion definitions, then implement it in GA4, tag manager and ad platforms.
- 02
CRM and revenue integration
Leads are passed to your CRM with source data, then closed deals are sent back to analytics and ad platforms, so optimisation follows revenue rather than form fills.
- 03
Attribution analysis
We compare last-click, data-driven and position-based views with CRM outcomes to understand how channels contribute across a journey.
- 04
Incrementality testing
Where volume allows, we design holdout and pause tests to estimate what a channel adds beyond what would have happened anyway.
- 05
Budget allocation and forecasting
We model marginal returns by channel and propose budget moves with expected ranges, then review actual results against forecasts.
- 06
Funnel and cohort reporting
Dashboards track the path from first touch to closed customer, with cost and conversion at every stage and cohort views for repeat revenue.
Process
How the work unfolds.
- Step 01
Measurement audit
We check tracking accuracy, de-duplicate conversions and find where data is missing between the ad click and the closed sale.
- Step 02
Define the scorecard
We agree target metrics, such as cost per qualified lead and payback period, and a single source of truth for reporting.
- Step 03
Analyse and allocate
Channels are compared, tests are designed and budget moves are recommended, with the reasoning shown.
- Step 04
Test and recalibrate
We run planned experiments, compare outcomes to forecasts and keep the model honest as markets and channels shift.
You receive
Deliverables
- 01Tracking plan and tag implementation
- 02CRM-to-analytics revenue connection
- 03Unified marketing dashboard with agreed metrics
- 04Channel comparison and attribution report
- 05Incrementality test designs and results
- 06Budget allocation recommendation with forecast ranges
- 07Quarterly performance review
Where it fits best
- E-commerceCatalogue structure, product-page SEO, checkout fixes, paid media and the integrations that keep stock, orders and finance in agreement.
- EducationProgramme discovery, enquiry-to-enrolment funnels, and the CRM plumbing that stops prospective students slipping between teams.
- Real EstateListing experiences, lead capture and routing, neighbourhood content and follow-up automation that reaches the buyer while they are still looking.
- Professional ServicesAuthority-led content, specialism pages that rank, intake forms that qualify and CRM workflows that make referrals measurable.
- Startups & SaaSProduct sites, demo funnels, onboarding flows and growth instrumentation, shipped at the pace a young product needs.
FAQ
Questions we get asked.
Do I need performance marketing if I already run ads?
If you run one channel on a small budget, probably not yet. It becomes useful when you spend across several channels, when sales cycles are long, or when platforms disagree about results. At that point, measurement and allocation decisions matter more than another campaign tweak.
Which attribution model do you use?
We look at several and compare them with CRM outcomes. No model reveals the single true cause of a sale, so we treat attribution as a range of evidence and back it with tests where traffic is high enough to run them.
Will you manage the ad accounts too?
We can, through our paid advertising service, but the two are separable. Some clients have an in-house or other agency team running campaigns and use us for measurement and budget decisions across them.
What data do we need to share?
Access to analytics, ad accounts, your CRM or sales records and, ideally, margin or lifetime value data. We handle data under agreed access rules and only request what the work needs.
- MarketingPaid AdvertisingCampaign build, creative, audience targeting and day-to-day account management across search, social and display advertising platforms.View
- MarketingConversion Rate Optimization (CRO)Behaviour analysis, A/B testing and page-level improvements that raise the share of visitors who enquire, sign up or buy.View
- TechnologyCRM Development & IntegrationWe configure, extend and integrate CRMs such as HubSpot, Zoho and Salesforce, or build a lightweight custom one, so leads and customers live in one reliable record.View
Ready to talk about performance marketing?
Send a few lines about what you're trying to move. We'll reply with questions, a rough shape of the work, or an honest no.
Or write to hello@asoftbit.com