Signal lime / ink and brick

A marketing analytics and attribution proposal for a company whose tools report different numbers. It covers demo requests by tool, how the work runs, the conversions to track, an eight-week timeline, a similar client’s results and three one-time options.

Marketing Analytics and Attribution Proposal

Overview

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Thank you for the conversation</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want one set of marketing numbers that sales, marketing and finance all trust.</p>

Introduction

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Where your data stands today</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">From a first look at your tracking and our call.</p>

Demo requests last quarter, by tool

<p>Last quarter GA4 counted 412 demo requests, HubSpot 538 and the ad platforms 690.</p>

Three tools, three answers

<p>Several forms stopped sending events after the website rebuild in June.</p>

Tracking broke in the redesign

<p>Consent mode is not set up, so visits from people who decline cookies are lost or recorded wrongly.</p>

Consent is not handled

<p>Without agreed numbers, spend follows whoever argues best rather than results.</p>

Budget follows opinions

Your situation

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend fixing how conversions are counted before choosing an attribution model.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">A model built on broken tracking only gives a more confident wrong answer.</p>

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">How we work</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Four steps, each signed off by you.</p>

<p>What counts as a lead, a demo request and an opportunity, written down once.</p>

Agree definitions

<p>GA4 and Tag Manager rebuilt, with consent mode and server-side tagging.</p>

Fix tracking

<p>HubSpot records the source of every lead and sends stages back to the ad platforms.</p>

Connect the CRM

<p>One dashboard for leadership, from first visit to closed deal.</p>

Build the dashboard

How we work

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">What we will track</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Twelve conversions in five groups.</p>

What we will track

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Eight weeks from kickoff</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}.</p>

Timeline

Who you will work with

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Results for a similar client</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">A software company, and what changed in ten weeks.</p>

Results for a similar client

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Options and fees</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three options. We recommend Tracking and dashboard.</p>

Tracking fix

Tracking and dashboard

Plus a model for how credit is shared between channels.

Tracking, dashboard and attribution

<p>Fees are in USD and exclude tax. Software costs, such as server-side hosting at about $50 a month, are paid by you directly. This proposal is valid until {{VALID_UNTIL}}.</p>

Options and fees

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Common questions</h2>

Questions

<h2 style="font-family:var(--proposal-font-heading);font-size:clamp(28px,4.2cqw,44px);line-height:1.14;font-weight:700">Next steps</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

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