Marketing Attribution Overhaul for SaaS Company

This SaaS company was investing heavily in digital campaigns across Google Ads, LinkedIn, email, and webinars — but no one could say which channel was driving conversions. Their marketing team had no attribution tracking in place, and HubSpot was being used only for email dispatch. They needed a system-wide overhaul to bring transparency, structure, and accountability to campaign reporting.

Without UTM tracking or lifecycle tagging, contacts entering the CRM appeared as "Offline Source" or "Unknown." This left the marketing team blind to campaign ROI and unable to reallocate budgets intelligently. Regional leads were also being manually routed, leading to delays and missed follow-ups.

My first step was to meet with the marketing and sales leadership to understand reporting expectations and handoff workflows. I conducted a gap audit across HubSpot forms, emails, and landing pages. The following improvements were implemented in a phased rollout:

Campaign Framework Setup: Created campaign objects in HubSpot for each active initiative. Configured campaign membership logic for accurate attribution.

UTM Implementation: Developed a centralized UTM strategy and integrated UTM parameters into all form links, CTAs, and ad URLs. Trained the marketing team on consistent usage.

Attribution & Analytics Configuration: Enabled first-touch, last-touch, and multi-touch attribution reports within HubSpot. Built custom reports for lead source, content performance, and channel conversion rate.

Geo-Workflow Automation: Designed regional lead routing workflows using IP-based logic and custom contact properties.

Dashboard Design: Created marketing dashboards for channel ROI, MQL volume by region, and lead-to-customer conversion timeline.

Within one quarter, the company saw a 35% increase in MQLs and was able to shift spend to top-performing channels based on real attribution data