What we do
We rebuild your measurement architecture from the signal layer up — so that every platform, every campaign, and every spend decision works from the same clean foundation.
Measurement Audit
What you're currently tracking, what's missing, and what's actively misleading you. Most companies have three to five measurement gaps that consistently underreport conversion or misattribute pipeline.
Attribution Architecture
Server-side tracking (CAPI) setup across Google, Meta, and LinkedIn. Advanced matching with first-party identifiers. Consent Mode implementation for EU/GDPR compliance that doesn't kill your signal quality.
First-Party Data Plan
What to collect at each touchpoint, where to store it, how to structure it for activation. This is the asset that compounds — the longer you wait to build it, the further behind you fall.
Dashboard Specification
A pipeline-level view, not a channel-level vanity dashboard. What it costs to acquire a qualified opportunity. What it costs to close. Where payback breaks down.
30/90-Day Roadmap
Quick wins implementable in 30 days. Structural changes that hold for 2–3 years in 90.
On measurement and AI
This engagement draws on the thinking behind Prooflytics — a measurement platform we built specifically for B2B SaaS teams navigating the transition to AI-optimized advertising. The advisory reflects direct, first-hand experience building that system: what breaks, what compounds, and what actually moves pipeline attribution from guesswork to signal.
Signs this is the right engagement
- You can't confidently answer "which channel is driving qualified pipeline"
- You're scaling paid media but losing attribution confidence as you scale
- Your GA4 and CRM numbers don't match — and you don't know which to trust
- You're in the EU and haven't revisited tracking since GDPR enforcement tightened
- You're preparing for a fundraise and need clean data to back your growth story
Format
Audit + architecture engagement: 4–6 weeks. Current-state audit, architecture design, implementation spec for your team or ours. Optional: Exceltic RevOps team handles full implementation.
Who this is for
B2B SaaS in EU · Scaling paid media · Post-iOS/cookieless transition · Pre-Series B data preparation · Teams running Performance Max or Advantage+