Tasklo had the traffic. What it did not have was a trial that converted: 0.8% of signups became customers. We fixed the measurement first, then the funnel.
Tasklo sells project management software to remote-first startups. Traffic was healthy. Trial conversion sat at 0.8%. Paid was profitable, so the obvious move was to spend more. They had already tried that. Spend went up and MRR stayed flat. Budget was never the constraint. Nobody at Tasklo could say which channels produced revenue, so every decision about where to put the next pound was a guess dressed up as a strategy.
Five steps across six months. The first two were measurement work. Nothing new went live until the numbers could be trusted.
The GA4 audit found three problems sitting on top of each other. Conversion events were firing on the wrong triggers. CRM data was never reaching the ad platforms. The attribution model was crediting the wrong channels.
We rebuilt the tracking stack from the data layer up: GA4 events tied to trial starts, upgrades and churn, HubSpot synced to both ad platforms, and conversion data flowing back to Google and LinkedIn for the first time.
With clean data in place, we traced every trial, upgrade, and churn event back to the source that produced it. Nobody at Tasklo had seen that view before.
One number ended the budget argument. LinkedIn was producing 61% of closed revenue on 22% of the spend. Google Display was taking budget and producing almost none. The reallocation was straightforward once the data made it visible.
We rebuilt the Google Ads and LinkedIn accounts around high-intent keywords and lookalike audiences modelled on closed customers, not all trial signups. Budget moved to follow the attribution evidence. The campaigns that had been running on instinct were replaced with campaigns built on what the data showed about who actually converted.
We built keyword clusters around bottom-of-funnel terms: the searches people run when they are comparing tools and close to buying. Each piece of content answered a specific objection rather than targeting a broad category keyword. Articles targeting decision-maker searches went live across the engagement window and contributed to organic pipeline in months four through six.
72% of trials went cold inside three days. The onboarding flow was the reason: too many steps, unclear first action, no immediate value moment. We rebuilt the trial-to-activation sequence, cut the onboarding to three steps, and ran A/B tests on the signup page headline and CTA.
Trial conversion moved from 0.8% to 2.3% inside eight weeks of the CRO programme going live.
Every number is verified from client reporting and attribution data, not estimated or projected.
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