You're optimizing toward the wrong event
Almost every B2B account we audit feeds form submissions back to the ad platforms. The platforms then get very good at finding people who fill in forms and never buy.
What's different here
The defining measurement problem in B2B isn't lost events, it's the wrong event. A demo request fires immediately and is easy to wire up; a closed-won deal happens months later in a CRM nobody connected. So the optimization signal is a proxy that correlates weakly with revenue, and the algorithm does exactly what you asked. It finds more of the proxy. Closing that loop changes performance more than any collection work.
Trusted by teams at
What analytics & measurement looks like for SaaS companies.
These are the plays that wouldn't appear on a generic analytics & measurement page. They only make sense in b2b saas.
Import closed-won back to the ad platforms
Offline conversion import sends the actual outcome, with its value, back to where the bidding happens. It is fiddly, it requires the CRM to hold the original click identifier, and it is the single highest-return measurement project available to a B2B advertiser.
Optimize on qualified pipeline where volume is thin
Closed-won is often too rare to optimize on directly. Sales-accepted opportunity is usually the deepest event with enough weekly volume to keep campaigns out of permanent learning, and it correlates far better with revenue than a form fill.
Report on pipeline created in period
With a long cycle, revenue booked this quarter reflects demand generated last quarter. Reporting bookings against current spend makes good months look bad and bad months look good, and it's why marketing and finance argue.
Instrument the self-serve and sales-led paths separately
Most SaaS runs both, with completely different economics and cycle lengths. Blending them produces an average that describes neither and hides which motion is actually working.
What holds SaaS companies back
Sales ignores marketing leads
The clearest sign your targeting is wrong. Volume-based lead gen optimizes for people who download things, not people who buy things.
CAC payback is too long
Boards get nervous above 12 months. Fixing payback usually means better conversion and expansion revenue, not cheaper clicks.
Growth stops when spend stops
If every deal traces to paid, you have no compounding asset. Organic and product-led motions are what change the shape of the curve.
You sound like every competitor
Undifferentiated positioning turns every deal into a feature comparison and a price negotiation.
Same rigor, applied here.
The full analytics & measurement scope and process are identical whoever the client is. What changes for b2b saas is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit and reconcile — Week 1–2
- 02Rebuild collection — Week 2–4
- 03Validate against reality — Week 4–5
- 04Design the holdout — Week 5–6
- 05Read the result and reallocate — Post-test
- 06Hand over the documentation — Ongoing
B2B SaaS results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Audit
Teams who suspect the numbers are wrong and need to know how wrong.
Scoped to your brief
- Full event and tag audit
- Platform vs actual revenue reconciliation
- Consent and compliance review
- Prioritised remediation plan
- Findings session with your team
- Documentation yours to keep
Rebuild
Companies acting on data they cannot currently defend.
Scoped to your brief
- Everything in Audit
- Server-side collection implementation
- Deduplication and consent handling
- Conversion event re-mapping
- Parallel validation against order data
- Blended efficiency reporting
- 60 days of post-launch support
Measurement partner
Accounts where testing needs to be ongoing, not a one-off project.
Scoped to your brief
- Everything in Rebuild
- Quarterly geo holdout programme
- Ongoing reconciliation and QA
- Incrementality-informed budget guidance
- Board-ready reporting pack
- Named analytics lead
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
B2B SaaS questions, answered straight.
Yes, but you have to change what you measure instead of trying to shorten the feedback loop. Report pipeline created, not revenue booked, optimize on the deepest event with enough weekly volume to be stable, and accept that any judgment on a campaign is provisional until a full cycle has passed. What doesn't work is the common compromise (optimizing on form fills because they're fast) which trains the platform to find people who will never buy.
Let's talk about your growth constraint.
Almost every B2B account we audit feeds form submissions back to the ad platforms. The platforms then get very good at finding people who fill in forms and never buy.
Our commitment: The audit is a fixed fee, and the findings are yours either way. That includes if we find your measurement is fine and you should spend the money elsewhere.