Rebuilding measurement first, then rebuilding growth.
A broken GA4 and CRM handoff meant Northwind couldn't see which campaigns drove trial-to-paid conversion. We rebuilt tracking end to end before touching a single campaign.
Cost per qualified lead
Trial-to-paid conversion
Time to clean reporting
The challenge
Northwind's GA4 and CRM handoff had drifted out of sync, so the team couldn't trace which campaigns actually produced trial-to-paid customers. Budget was being allocated on gut feel, and every optimization decision downstream was built on numbers nobody fully trusted.
Our approach
Before touching a single campaign, we rebuilt the tracking layer end to end: clean GA4 event architecture, a repaired CRM handoff so trial signups matched paid conversions one-to-one, and a reporting model tied to trial-to-paid revenue instead of clicks. Only once that foundation was verified did we start reallocating spend.
“Revenue Craft Digital rebuilt our tracking before touching a single campaign. Within two months our cost per qualified lead dropped by a third and, for the first time, we trusted the numbers.”