Reporting

Know what is actually driving pipeline.

We join your ad platforms data and your CRM into one data warehouse. Then we figure out what ads, campaigns and channels drove qualified leads and deals.

  1. Join spend with pipeline
  2. Cost per SQL and opp
  3. Optimise based on revenue

The data

We join all of your data up for you.

  1. 01Ad ChannelsSpend, clicks and conversions
  2. 02CRM DataLeads, SQLs and Opps
  3. 03Data warehouseJoin the data
  4. 04Pipeline reportBeautiful visuals

The channels

We understand your full GTM stack.

Inbound marketing

  • Direct
  • Organic search
  • Organic social
  • AI models
  • Referrals

Outbound marketing

  • Paid Search
  • Paid Social
  • G2 & Capterra
  • Display
  • ChatGPT

Outbound sales

  • Sales outreach
  • Email
  • Networking
  • Sponsorships
  • Events

The impact

We track paid's full impact on pipeline.

  1. 01

    First Touch

    Paid first clickAny last clickImpact
  2. 02

    Last Touch

    Any first clickPaid last clickImpact
  3. 03

    Halo Effect

    Impressions & ClicksOther channel=Influenced

The metrics

We have full control of your paid program.

  • CPM(Cost ÷ impressions) × 1000
  • Cost per leadCost ÷ leads
  • CVRLeads ÷ clicks
  • Cost per MQLCost ÷ MQLs
  • Cost per SQLCost ÷ SQLs
  • Cost per oppCost ÷ opportunities
  • Monthly pacingCost ÷ monthly budget
  • Target daily spendBudget left ÷ days left
  • Baseline targetMonthly budget ÷ total month days

The report

One report, every view you need.

  1. WeeklyPerformance, trends, campaigns breakdown
  2. MonthlyPerformance, trends, campaigns breakdown
  3. QuarterlyPerformance, trends, campaigns breakdown
  4. Deep DiveJob titles, keywords, ads, search terms etc
  5. Pipeline AnalysisComprehensive breakdown of CRM data

The reports

We report on more than just clicks.

Every report we run
  1. Paid search
    • Search terms
    • Quality score
    • Impression share
    • Keyword exposure
    • Keyword duplicates
    • Negative audit
    • Competitor comparison
    • Best headlines
    • Ad combinations
  2. Paid social
    • Demographics
    • Job titles and seniority
    • Lead analysis
    • Ad performance
    • Creative performance
    • Best headlines
  3. Budget
    • Budget and pacing
    • Monthly pacing
    • Target daily spend
    • Spend analysis
    • Period analysis
    • Gross performance
    • Campaign labels
  4. Pipeline
    • Pipeline by channel
    • Cost per lead
    • Cost per MQL
    • Cost per SQL
    • Cost per opportunity
    • Weekly and monthly
    • Campaign deep dives

FAQ

Questions we get asked.

Which tools do you report from?

Your ad platforms and your CRM. We pipe them into Funnel as our data warehouse, and build the report in Looker Studio. HubSpot and Salesforce both work. We can connect to pretty much any channel or data source.

How do you know where leads came from?

We map every CRM contact to its traffic source, then keep checking the mapping until every lead that should have a channel has the right one. We look at the last and first click, to make sure we don't miss anything.

What do you actually report on?

Spend and leads, but mainly what each channel costs per SQL and per opportunity, week by week and month by month, plus how every budget is pacing. Then we'll do routine deep dives into niche areas like demographics or keyword performance to take a deeper look under the hood.

How often is the report updated?

The data refreshes every hour. You get weekly, monthly and quarterly views for every channel, plus campaign deep dives when we need to dig in.

Can you compare LinkedIn and Google?

Yes. Every channel is mapped the same way in the data warehouse, so LinkedIn, Google and the rest sit side by side, judged on the same cost per SQL and opportunity. You just can't compare LinkedIn on quality score, or Google on ad frequency. They are channel specific.

Book a CallView Pricing