Marketing Attribution Framework
Your ad platforms say it's working.
Your revenue says otherwise.
The Growth Multiplier Method connects your real business data to your marketing. Stop optimizing to platform metrics. Start optimizing to actual revenue.
The Problem
The measurement problem nobody talks about
Google says your campaigns are converting. Meta says awareness is up. Your dashboard is green.
But your CFO is asking why revenue isn't growing.
Ad platforms grade their own homework. They report conversions they can see (clicks, form fills, pixel fires). But they can't see what actually matters: closed deals, real revenue, net-new customers.
The result:
- ×Spend on channels that look good but don't close
- ×Conversion values based on estimates, not reality
- ×Paying to "acquire" customers you already have
The Framework
Connect. Value. Capture.
Three multipliers. Three ways your data beats platform data.
Connect
Connect Your Data. See What's Real.
Platform conversions aren't business outcomes. A form fill isn't revenue. A phone call isn't a sale. The Connect Multiplier links your actual source of truth (CRM, call center, e-commerce transactions) directly to your ad spend.
- GCLID imports connecting Google Ads clicks to CRM closed-won deals
- Call tracking tied to actual sales, not call duration proxies
- E-commerce transaction data replacing estimated conversion values
What we've found
One client was spending $7.5M annually on a sub-strategy recommended by Google. Platform data said it was working. When we connected their CRM, we found zero MQLs from that channel. $7.5M/year on ads that generated nothing but form spam.
Value
Value Every Conversion. For Real.
"Every call over 5 minutes is worth $40." "A lead is worth $200." These are guesses. And you're optimizing your entire marketing strategy around them. The Value Multiplier replaces proxies with actual transaction data.
- Dynamic conversion values from your transaction system
- Actual call center sales data, not duration-based estimates
- Customer lifetime value from your CDP, not industry benchmarks
Capture
Capture What Actually Grows Your Business.
Are you acquiring customers or re-acquiring them? Most marketing counts gross conversions. But if you're paying to "acquire" someone already in your CRM, that's not growth. That's waste.
- Net-new customer flags in your conversion tracking
- Holdco-level deduplication across brands
- Existing customer suppression in acquisition campaigns
What we've found
A multi-brand CPG company was celebrating "customer acquisition" across their portfolio. When we deduplicated at the holding company level, 40% of their "new customers" had already purchased from a sister brand.
The Process
How it works
A structured approach to fixing marketing measurement permanently.
Audit
2-3 weeks
Map your current measurement infrastructure. Where is platform data diverging from business outcomes?
Connect
2-4 weeks
Build connections between your business data and marketing platforms. CRM integrations, call tracking, offline conversion tracking.
Validate
2-3 weeks
With real data flowing, validate what's actually working. Which channels drive real outcomes?
Optimize
Ongoing
Reallocate spend from waste to winners. Every decision grounded in your business data.
FAQ
Common questions
Most audits review your campaigns and make optimization recommendations. We audit your measurement infrastructure: the foundation everything else is built on. You can't optimize what you can't accurately measure.
Find out what your data is hiding
Every audit starts with a simple question: What does your platform data say, and what does your business data say?
Request Your Free Audit