Performance Measurement System

01

Business challenge

Campaign reporting lived across ad platforms, GA4, HubSpot, Salesforce, and internal reporting. Duplicate records, null values, sync gaps, and lifecycle issues made a clean MQL-to-pipeline view difficult.

02

My role

I led the marketing-side investigation, reconciled source systems, documented gaps, and translated findings into decisions and follow-up work with analytics, sales, RevOps, and agency partners.

03

Strategy

• Start with the business question, then identify which system should be authoritative for each part of the funnel.
• Separate true performance movement from tracking, taxonomy, and lifecycle-data problems.
• Create consistent campaign naming and UTM practices before adding more reporting layers.
• Make uncertainty visible so small samples and unverified hypotheses are not presented as conclusions.

04

Execution

• Reconciled channel, web, automation, CRM, and internal reporting views.
• Investigated duplicate and null records, sync gaps, source classification, and lifecycle movement.
• Built reusable monitoring workflows and clear handoffs for unresolved data issues.
• Connected measurement findings back to audience, budget, landing-page, and channel decisions.

05

Business impact

• Improved confidence in campaign reporting and reduced ambiguity in optimization conversations.
• Surfaced data-quality issues that were obscuring funnel progression.
• Made performance decisions easier to explain across technical and nontechnical partners.

06

Tools and channels