[Client] rebuilds paid acquisition around qualified pipeline
[One paragraph on the tracking rebuild, the campaign structure and what it changed about spend.]
Related service: Advertising
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Problem
[Spend reported against clicks and form fills that sales did not recognise as leads.]
Constraints
[An existing CRM, consent rules, and a budget that could not pause while the tracking was rebuilt.]
Decisions
[The tracking plan, server-side conversions, campaign structure by intent, and the landing pages the spend points at.]
Trade-offs
[Channels paused, audiences cut, the attribution model accepted as imperfect.]
Results
[Cost per qualified lead, share of spend on converting terms, pipeline attributed to paid.]