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B2B Conversion Tracking Best Practices


If you’re using Google Analytics to track web conversions, a conversion can be so many different things. It passes along information from the specific ad to the web analytics platform that contains the medium (e.g. AdWords), campaign, content, and term for the ad. Double-counting conversions happens when you rely on the native analytics for each marketing source.

Why You Need A Single Source Of Truth For Marketing Data


B2B marketers get lead data from, at a minimum, all of the marketing channels that have a conversion pixel (think: AdWords, Facebook), their marketing automation platform, and their CRM. Double-counting confusion When AdWords counts conversions, it doesn’t consult and reconcile their information with Facebook Insights or LinkedIn Analytics or any other marketing channel.

5 Stages of Marketing Operations, the Unicorns of B2B Marketing


They’re responsible for developing lead criteria and scoring systems and then integrating that data with the CRM. Their goal is to improve effectiveness across the entire strategy, at least as it relates to marketing strategy, data collection, and consequent improvements based on the analytics they analyze. And really, really excellent ones are few and far between. Are you a unicorn?

How Is Marketing Attribution Different Than Other Marketing Measurement Tools?


Web and Other Channel-Specific Analytics -- “Hacking” an Attribution System. It’s a common belief that marketers can hack together an attribution system themselves, using a combination of web and channel analytics, plus some Excel expertise. When it comes to attribution, web analytics (e.g. Google Analytics) and channel-specific analytics (e.g. shaped?