B2B SaaS Attribution: Connecting Leads to Revenue

The Challenge

TechFlow Solutions, a growing B2B SaaS provider, struggled to prove the ROI of their content marketing. Their existing Google Analytics setup relied on last-click attribution, which heavily favored bottom-of-funnel channels like paid search and retargeting, completely ignoring the blog posts and whitepapers that first introduced users to their brand.

Our Approach

We implemented a custom data warehouse solution using BigQuery and dbt to join their CRM data (Salesforce) with their behavioral data (GA4).

1. Server-Side Tracking: Implemented server-side GTM to ensure 100% signal capture for lead submissions.
2. User ID Stitching: Connected anonymous web sessions to known CRM leads.
3. Linear & Time-Decay Modeling: Built custom attribution models to credit top-of-funnel interactions.

The Results

• 30% increase in attributed revenue to organic search.
• 15% reduction in CPA for paid search by optimizing away from brand terms.
• Complete visibility of the customer journey from first touch to closed-won.