PropTrack's CRM was full of leads but couldn't show which ones became customers. Attribution mapping revealed LinkedIn was driving 61% of revenue on 22% of spend. Budget moved accordingly.
PropTrack's CRM was filling up with leads, but nobody could show which of them had become customers. Sales was qualifying leads the pipeline had never touched. Marketing reports showed channel spend. They didn't show which channels produced revenue. The team had a guess about what was working. They couldn't prove it either way.
Five steps across 90 days. The first one revealed that LinkedIn was driving 61% of revenue on 22% of spend.
PropTrack’s GA4 was misconfigured, the LinkedIn Insight Tag was firing on the wrong events, and CRM data wasn’t connected to paid acquisition at all. We rebuilt tracking from scratch: GA4 goals tied to qualified leads, LinkedIn matched to closed deals in the CRM, Google tied to the same.
With clean data flowing, the first revenue attribution run changed the conversation entirely. LinkedIn was producing 61% of closed revenue on 22% of the media spend. Google Display was taking 31% of spend and producing almost no revenue. The decision about where to put money next became straightforward.
LinkedIn budget increased. Google Search was retained for branded terms only. Google Display was paused. The total paid budget didn’t change. The allocation shifted toward what the attribution data showed was working.
PropTrack’s existing content targeted property investors. Its customers were property portfolio managers — a different search intent entirely. We built a content plan around what portfolio managers actually searched when evaluating tools, and published twelve articles over the engagement window.
Trial conversion was sitting at 0.8%. A pricing page audit identified three friction points: the free trial required a credit card, the pricing table showed six plan variants, and the trial sign-up flow had six steps. We reduced the sign-up to three steps, removed the card requirement, and simplified the pricing table. Trial conversion moved to 2.3% inside eight weeks.
Every number is verified from client reporting and attribution data, not estimated or projected.
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