signalIQ

Analytics and attribution

Your marketing should not stop at the click

Almost every business we look at can report clicks and almost none can report revenue by campaign. The gap between those two sentences is where the money goes missing.

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Who leads this

Fadi Sader

Marketing, Growth and Performance Strategy

Fadi brings a systems-led approach to marketing, connecting campaign strategy, performance data, automation and continuous feedback so marketing can improve while it runs. He is Head of Growth and Performance Marketing at Fusion5.

Revenue and performance measurement is his discipline: the point of this work is that the numbers coming back are good enough to reallocate budget on.

  • Marketing and growth strategy
  • Performance media
  • Campaign architecture
  • Data-driven optimisation
  • Marketing automation
  • AI-enabled marketing
  • Continuous testing and real-time feedback loops
  • Revenue and performance measurement

Positioning published here is limited to what an external source supports. Read the source

The chain

What has to be joined up, and what is recorded where

No figures are shown below on purpose — the values in this chain are yours, and only appear once your own systems are connected.

A chain from campaign through ad, landing page, enquiry, CRM record and sale to a revenue report, with each stage naming what it records, and a loop feeding the revenue report back into the next campaign.
Read the campaign-to-revenue chain as text
  1. Campaign — recorded: source, medium, campaign name.
  2. Ad / post — recorded: creative and audience.
  3. Landing page — recorded: page, session, referrer.
  4. Enquiry — recorded: form event, timestamp.
  5. CRM record — recorded: owner, stage, response time.
  6. Sale — recorded: value and close date.
  7. Revenue report — recorded: revenue by campaign.
  8. The revenue report feeds back into the campaign, so budget and creative move towards what produced revenue.

No figures are shown here on purpose. The values in this chain are your own and only appear once your accounts and systems are connected.

Audit to solution

The four faults that break measurement

What we implement

The measurement foundation

Tag manager container

One container, versioned, documented, with a changelog rather than anonymous edits.

GA4 configuration

Streams, events, conversions, filters and retention set deliberately, not left at defaults.

Search Console

Verified, connected, and actually read — indexing and query data brought into the reporting.

Platform pixels

Google and Meta signals installed, deduplicated and validated against real events.

Campaign tagging standard

A written convention plus a link register, so tagging survives staff changes.

Revenue reporting

The report that joins campaign, enquiry, CRM stage and closed value into one view.

What becomes measurable

Numbers you can defend in a meeting

  • Which source, medium and campaign produced each enquiry — recorded at the moment it happened, not reconstructed later.
  • Conversion counts you can reconcile against the CRM, with any difference explainable.
  • Revenue by campaign, once the CRM records the outcome of each enquiry.
  • Which checks passed, which failed, and which remain unknown — reported as unknown rather than filled in with an assumption.

signalIQ distinguishes a website improvement from a detector correction. If a score moves because our checks got better rather than because the site did, the report says so.

Engagement options

How involved you want us to be

The same capability, offered six ways. You are not required to buy the whole thing to get any of it.

  • Strategy only

    A measurement plan only: what should be tracked, what each metric means, and what decisions it is meant to support.

  • Audit or review only

    A tracking audit — what is installed, what fires, what duplicates, and what cannot be verified. Findings are yours to act on.

  • Setup only

    We install and verify the whole foundation once, document it, and hand it over under your accounts.

  • Implementation project

    A defined remediation project to close named tracking findings, with each fix re-tested before sign-off.

  • Ongoing management

    Continuous monitoring and reporting, so a broken tag is caught in days rather than at the next quarterly review.

  • Full-service partnership

    Measurement runs underneath everything else, so campaigns, content and website work are all judged on the same verified numbers.

What this doesn't include

Measurement is where overclaiming does the most damage, so the limits are stated plainly.

  • Recovering historical data that was never collected. Measurement starts working from the day it is fixed; it cannot be backdated.
  • Perfect attribution. Cross-device, cookie-blocked and offline journeys are genuinely unknowable in part, and we report that rather than modelling over it.
  • Legal advice on privacy and consent. We implement what your policy requires; the policy itself is yours or your adviser's.
  • Access we do not have. Where an account is held by a third party, ownership recovery has to happen before verification is possible.

Where this connects

Measurement is the precondition, not the product

Campaigns

Google and Meta campaign structure, budget logic and optimisation — built on conversion tracking we verified first.

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CRM and automation

One system of record for every enquiry, with acknowledgement and follow-up that run without anyone remembering.

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Websites

Builds, rebuilds and campaign landing pages designed around measurement — with account ownership that stays in your name.

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Find out what your tracking is really reporting

The audit checks what is installed, what fires and what can be verified — and marks everything it could not see as unknown rather than guessing.

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