Marketing operations: tracking, tools and reports you can trust
Before you can improve marketing you have to see it, and in most companies the tracking is half broken and the CRM is a junk drawer. A marketing operations specialist fixes the data, connects the tools and builds the dashboard that ends the arguments.
Free, with no commitment. A senior project manager walks you through the analysis.
What you get
You get tracking that counts every lead and sale, a tool stack that talks to itself, and a dashboard your team opens instead of asking for a report.
What the specialist does
What the marketing operations specialist does for you
The job is plumbing: make sure every inquiry, call and order is recorded once, attributed to a source, and visible in one place. It is unglamorous work that every other channel depends on.
At the start
Audit of tracking, tools and data
Checks GA4, Tag Manager, ad platform conversions, call tracking and the CRM, finds events that fire twice or not at all, tools paid for and unused, and fields nobody fills in.
During the setup
Tracking, integrations and processes
Rebuilds conversion tracking, connects forms and phone calls to the CRM, writes naming conventions for campaigns and UTMs, and documents who does what from first contact to closed sale.
Every month
Dashboards and data checks
Maintains the Looker Studio dashboard, verifies that the numbers still match across platforms, catches breakage after website or tool changes, and reports what was fixed.
Scope of work
When marketing operations is the fix and what determines the scope
This service is for the company whose reports disagree with each other. Google Ads shows one number of leads, GA4 another, the CRM a third, and the phone calls are not counted anywhere. It is also for the company that has grown into a pile of tools, HubSpot next to a spreadsheet next to a form builder, with data typed twice and lost once. If you cannot say what a customer costs by channel, start here.
The scope is set by the stack and the funnel. A local service company needs call tracking, form tracking and a clean handoff to the office; an ecommerce store needs GA4 ecommerce events reconciled with actual orders; a B2B or SaaS company needs the CRM connected to marketing so pipeline and revenue tie back to campaigns. How many tools are integrated and whether attribution modeling is included is agreed up front.
Metrics the work is designed to improve
- Share of leads with a known source
- Time from inquiry to first response
- Hours spent preparing reports
Typical scope
- Tracking audit across GA4, ads and CRM
- Tag Manager and conversion tracking setup
- Call tracking and form attribution
- CRM and tool stack cleanup and integrations
- Naming conventions, UTMs and processes
- Dashboards in Looker Studio and documentation
You agree on the scope with the senior project manager before the start, and the same person oversees the work.
How we match
You do not pick the marketer. A senior project manager with 15+ years of experience does.
What to know
What to know before you fix your marketing data
US companies collect leads through more doors than they think: website forms, phone calls from Google Business Profile, chat widgets, Meta lead forms, directories and walk-ins typed into the CRM by hand. If any of those doors is unmeasured, every cost per lead you calculate is wrong, and the channel that produces phone calls looks worse than the one that produces form fills. Call tracking, consistent UTMs and a CRM that records the source on every record turn marketing from a guess into accounting.
The recurring mistakes: conversion events that count a page view as a lead, the same purchase counted by the pixel and by the server, GA4 left on default settings with no key events defined, UTMs typed by hand differently by each person, a CRM where the lead source field is optional, and dashboards built once and never checked, so they keep showing numbers from a tag that broke months ago. Each one is small; together they make every report unreliable and every budget decision a coin toss.
Your project manager starts by asking which decisions the data is supposed to support, because that decides what gets tracked and what does not. The specialist audits, proposes the fixes in order of impact, and you approve the list. Setup is done in your accounts, with your access, and documented so the next person can understand it. The monthly report lists what was fixed, what still does not reconcile and what to watch after the next website or tool change.
How we work
How the operations work starts and continues
Step 1
Free analysis
Share your website address and the tools you use for ads, analytics and the CRM. Within 24 hours you receive a PDF that points out what is not being tracked and where the numbers cannot match.
Step 2
Call and scope
With a senior project manager who has 15+ years of marketing experience you go through the funnel step by step and agree what needs to be measured, connected and documented.
Step 3
Matching
A specialist who has set up tracking and CRM integrations for a business of your type is matched to the scope. You meet before the first tag is touched and decide whether to proceed.
Step 4
Work and reporting
Audit and fix list first, then the setup in order of impact, then a dashboard. Each month you get a note on data quality: what broke, what was repaired and what the numbers now allow you to decide.
FAQ
Questions before you start
If your question is not here, order the analysis: the project manager answers everything on the first call.
01Do we need to switch tools, or can you work with what we have?
With what you have, in almost every case. GA4, Tag Manager, HubSpot, Salesforce, Klaviyo, call tracking platforms and form builders can all be made to talk to each other. A tool is replaced only when it duplicates another one you already pay for, or when it cannot pass data on. The audit names those cases, and you decide.
02What is call tracking and do I really need it?
Call tracking swaps the phone number on your website and ads for numbers that record which source the caller came from, then sends the call to your regular line. If a meaningful share of your customers call rather than fill out a form, which is typical for home services, clinics and law firms, without it you have no idea which campaigns bring the phone calls.
03What does attribution mean at our size?
At the basic level it means every lead and sale carries a source you can trust: the campaign, the keyword, the referring site, the phone call. That alone answers most budget questions. Fancier models that split credit between touchpoints come later, and only if your sales cycle and volume justify them. The specialist starts with the basics and tells you when the fancier version would actually change a decision.
04Who owns the accounts and the documentation afterward?
You do. Everything is built inside your GA4, Tag Manager, ad and CRM accounts, with the specialist working on access you can remove. The naming conventions, the tracking plan and the dashboard setup are written down and handed to you, so a new employee or another vendor can pick them up without starting over.
05How do we know the tracking keeps working after the setup?
Tracking breaks when the website changes, a form is replaced or a tool updates. Part of the monthly routine is a check that the numbers in the ad platforms, GA4 and the CRM still reconcile, plus a test of the key events. When something drifts, it is repaired and the report says what happened, so you never find out about a broken tag from a bad quarter.
Fix the data first
Put marketing operations in order before spending more on ads
Send the address of your site and a list of the tools you use. Within 24 hours you get a PDF analysis of your tracking and data, and if the fixes are worth doing, a specialist is matched to carry them out.
- Analysis within 24 h
- No commitment
- PDF and 5 competitors
- Team picked by your PM