ASI · Attribution and martech · 2023 to 2026
Attribution from first touch to closed deal
Paid search lead-to-qualified conversion tripled year over year after we tightened tracking, targeting, and lead qualification.
Problem
Reporting was fragmented. Marketing could count leads, but could not trace them to revenue.
Move
ASI moved from Pardot to Dynamics 365. Then we connected HubSpot to Dynamics 365 and started moving all marketing into HubSpot, with Dynamics staying as the CRM.
On top of that I set UTM governance: a naming convention, a browser-based UTM builder, and ongoing compliance checks. I wrote an attribution framework with 14 approved lead sources, a form registry, and a three-phase roadmap toward multi-touch attribution. I also started a weekly attribution and lead quality review with the paid media and SEO leads and with sales.
The HubSpot connection also let Dynamics opportunity and member data flow to the ad platforms, to train conversion signals and to keep current members out of acquisition campaigns.
Result
Paid search lead-to-qualified conversion tripled year over year. The HubSpot move was still under way when I left ASI.
How a lead is traced
- Click with UTMsEvery paid and owned link follows one naming convention.
- HubSpotRecords the marketing touch, forms, and engagement.
- Dynamics 365Holds the lead, opportunity, and member record as the CRM.
- Closed-won data returnsWins and member lists sync to the ad platforms.