Advanced Competitive Research Tactics for Local Firms

Broken down by channel, project, and where possible by lead quality tier. For B2B SaaS with a sales team. How much qualified pipeline did performance marketing create this month, and at what expense per opportunity? CTR, hook rate (for video), conversion rate by innovative. Which concepts are winning, which are fatiguing.

A firm that surfaces vanity metricsimpressions, follower development, natural reachwithout the business-level metrics above is obscuring more than they're revealing. The tool matters less than the underlying information quality, however these are the most common reporting platforms you'll encounter.

Flexible for customized dashboards. Limitations: no real-time information mixing, limited cross-platform attribution. Primarily for e-commerce. Blends Shopify revenue with advertisement platform information to offer a clearer attribution image. Uses pixel-level tracking and accomplice analysis. Multi-touch attribution platform with cross-channel blending. More precise than platform-native attribution. Requires a setup period. Comparable to Northbeam.

Online Website Marketing

Beneficial when HubSpot is the CRM. Attribution is limited to HubSpot-tracked touchpoints, which can undercount paid impact. Some companies build proprietary dashboards that surface their favored metrics. These can be exceptional or deceptive depending upon what's included. When assessing firms, ask which tool they use, who owns the information (you or the agency), and what happens to your reporting gain access to if you end the engagement.