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4.9/5 rating based on verified reviews

Attribution & pipeline performance analytics management for B2B tech companies

You’ll get a unified & trustworthy data foundation for a clear view of channel performance, pipeline performance, and granular CAC.

Pēteris Asbahs
karin_kustavus
andreas-velling-fractory
Kristjan Toop
Oliver Vesi - KatanaMRP
Elena Benito Ruiz - Beebole
Pēteris Asbahs
karin_kustavus
andreas-velling-fractory
Oliver Vesi - KatanaMRP
Elena Benito Ruiz - Beebole
Recommended by leading B2B tech CMOs & marketing managers
Discover the process

Meet the team

Analytics developers with specialised B2B experience help you build a reliable data foundation, reveal true pipeline performance and CAC, and upskill your team along the way.

Platforms & tech stack expertise

These are some of the APIs, analytics, and CRM tools we use to deliver pipeline growth and measure performance for B2B tech companies.

google api
salesforce-logo

This isn’t a complete list of the tools we use. It highlights the platforms we use most often.

Discover our analytics management process

We begin with a comprehensive audit of your entire marketing data ecosystem. This foundational step is designed to identify critical issues that compromise data quality, break attribution, and hide valuable insights from your team.

Conduct deep data integrity audit: we assess your complete tracking stack, including GA4, Google Tag Manager, and tag for your key ad platforms (like Google Ads, LinkedIn Ads, Microsoft Ads, etc). This ensures your foundational event and conversion data is collected and stored accurately.

Audit your consent management setup: we review your consent management platform (CMP) and its configuration to ensure compliance with the privacy regulations relevant to your target markets (like GDPR and ePrivacy), and to assess how your current setup impacts your data collection capabilities (like Google Consent Mode v2))

Map your data flow & key integrations: we map how data moves between all your key systems (website, ad platforms, CDP, CRM, data warehouse) and review the connections to ensure conversion and pipeline data is passed back and forth reliably. This process allows us to understand the complete data journey and pinpoint where information is being lost or incorrectly attributed.

Deliver a measurement plan: based on our findings, we deliver a comprehensive measurement plan. This is a detailed roadmap that outlines the exact steps needed to build a trustworthy data foundation.

Based on the measurement plan from our audit, we implement the technical changes required to capture the full-funnel journey. We configure your systems and unify your data streams to ensure every metric is accurate, consistent, and reliable.

Resolve foundational tracking issues: our first action is to resolve the most critical tracking and attribution issues found during the audit. This ensures we are building upon a solid and reliable data foundation for all subsequent work.

Unify marketing data in the data warehouse: we clean, stitch, and enrich your data in a cloud data warehouse (typically Google BigQuery). This creates a single, trustworthy source for all your reporting and analysis.

Implement server-side tagging: where needed, we implement server-side GTM to improve data accuracy, mitigate data loss due to browser restrictions and privacy tools, and build a durable tracking setup for a privacy-focused world.

Establish full-funnel conversion tracking: we configure reliable tracking for the entire customer journey. This means measuring every key conversion point, from an initial lead and qualified opportunity all the way to closed-won revenue.

Sync ad platform data with your business data: we establish a seamless sync to unify your ad platform data with your core business systems (like your CRM or data warehouse). This not only allows for integrated reporting but also enables you to send pipeline data back to the ad platforms for more advanced targeting and optimisation.

To move beyond optimising for lead volume, we implement a custom-built lead scoring system based on your own business data. This trains your ad platforms to find more high-value customers by focusing on lead quality, not just quantity.

Build a predictive scoring model: using a combination of your historical customer data and enriched data from each new lead, we build a model that predicts its potential annual revenue value.

Automatically score new leads: each new lead is automatically scored in real time, giving you an immediate signal of which prospects are most likely to become valuable customers. As a result, your MQL definition becomes more meaningful and directly aligned with the down-funnel pipeline metrics that your sales team cares about.

Filter out low-quality leads: our custom system proactively identifies and filters out low-quality or junk leads, protecting your budget and ensuring your performance data remains clean.

Create a real-time feedback loop: we send the scored lead data automatically back to the PPC platforms. This creates an intelligent feedback loop that enables value-based bidding, training the platforms to find more customers just like your best ones and systematically improving your ROAS.

Data is only useful if it’s easy to access and understand. We build custom, live dashboards that give everyone from your marketing team to the C-suite a clear and reliable view of performance.

Connect all key data sources: we pull performance and cost data from all your key sources, including ad platforms, analytics tools, and your CRM/database, into one centralised dashboard. This provides a unified view of ad performance at every stage of your pipeline, including your granular Customer Acquisition Cost (CAC).

Focus on important business & pipeline metrics: we focus on visualising the numbers that truly matter. This includes key business outcomes like Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS), with detailed performance breakdowns by funnel stage, channel, device, and landing page.

Create custom views for different stakeholders: our dashboards are built to provide the right level of detail for each team member. We create high-level summary views for your VP of Marketing, with the built-in flexibility for your Demand Generation Manager to explore the granular campaign data behind the numbers.

On-demand access to performance data: your custom dashboards are live and accessible at any time. This provides your team with complete transparency and the ability to get insights whenever a question arises.

Our partnership goes beyond building technical systems. We act as your data analysis partner, conducting deep-dive investigations to turn your data into clear, actionable answers for your most burning business questions.

Analyse multi-channel attribution: we analyse how different channels and touchpoints work together to create pipeline and revenue, helping you understand the complete customer journey.

Analyse customer lifetime value (LTV): we analyse your data to model the long-term value (LTV) of your customers, with breakdowns by channel, campaign, geography, or device. This helps identify your most profitable acquisition sources.

Analyse your pipeline velocity: we analyse how quickly leads move through your sales funnel, identifying key conversion rates between stages and potential bottlenecks to address.

Deliver ad-hoc insights & strategic recommendations: our ultimate goal is to translate our findings into clear, actionable recommendations. We provide the insights you need to make more confident budget allocations and smarter business decisions.

Here’s an example data flow for a B2B tech company.

The results speak for themselves

+19.66%
More accurate transaction counts
+7.33%
More accurate
trial counts
Read case study
−23%
Less "not set" values
in GA4
−61%
Customer acquisition cost (CAC)
Read case study
View all case studies

Trusted by fast-growing B2B tech companies

Growth phase
Annual revenue: $8M+
Case study
Growth phase
Annual revenue: $14.8M+
Growth phase
Annual revenue: $3.8M+
Case study
Growth phase
Annual revenue: $55M+
Growth phase
Annual revenue: $12M+
Case study
Growth phase
Annual revenue: $3.8M+
Case study
Veriff-Logo
Series C
Total funding: $192.3M
Case study
Series C
Total funding: $75.2M
sonarworks-black-logo
Series A
Total funding: $11.9M
Case study
Series C
Total funding: $119.7M
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Series A
Total funding: $3.2M
Case study
Seed
Total funding: $1.3M

Is Holini the right analytics partner for you?

We are a good fit if your company:

Is an ambitious and growing B2B tech company.

Knows that reliable data gives a competitive advantage.

Has an in-house marketing lead or a growth team.

Views analytics as an investment, not just a reporting cost.

Expects proactive, accountable, and open collaboration.

We are not a good fit if your company:

Doesn’t use data to inform its marketing strategy.

Operates in B2C, e-commerce, crypto, or gambling sectors.

Requires a government-style procurement process.

Doesn’t use any PPC or analytics platforms.

Chooses partners by the lowest fee, not expected ROI.

Discover our onboarding process

The first call is a straightforward conversation to understand your data challenges and see if we’re the right fit to help. You’ll meet directly with one of our analytics developers to discuss your current situation and goals.

Here’s what to expect on our call:

  • We’ll discuss your current data stack, your biggest tracking problems or challenges, and the key business questions you need to answer.
  • Next, we’ll walk you through our analytics process and answer your questions about how we work.
  • Finally, we’ll decide together if it makes sense to proceed to the next steps.

The entire purpose is to quickly establish if we’re the right fit to help you achieve your goals, respecting your time and focusing only on what matters.

After an optional NDA, you’ll grant us read-only access to your key platforms (like GA4, GTM, your CRM, and ad accounts). One of our analytics developers conducts an initial review of your current setup.

The initial review is designed to:

  • Assess your core tracking stack and integrations (e.g. CRM, GA4, GTM, data warehouse, PPC platforms, etc) for most critical technical errors and opportunities.
  • Review your consent management setup and its impact on data collection.
  • Map the data flow between your key data systems to identify integration gaps and data quality issues.

This process gives you immediate value by answering the question:

“How trustworthy is our current data, and where are the biggest opportunities for improvement?”

We schedule a meeting to present our findings from the initial review and discuss our strategic recommendations. We don’t just point out problems, we present a clear roadmap to possible solutions.

If our initial review shows we can make a significant impact, we will deliver a proposal for our analytics management service. It will clearly outline:

  • Our strategic recommendations and a detailed action plan.
  • Key deliverables, such as a deep-dive audit and a full measurement plan.
  • A clear scope of work and project timeline.
  • Simple, transparent pricing for the project or partnership.

If we determine we’re not the right partner, we’ll be upfront and explain why.

The kickoff phase ensures we start the project smoothly and effectively. We set up our shared communication channel (e.g., Slack) and schedule the kickoff call with all key stakeholders.

Our goal is to establish clear alignment from day one. Our agenda is to:

  • Finalise the project plan, confirming key outcomes and milestones.
  • Gain a deep understanding of your business model, KPIs, and data needs.
  • Establish our communication rhythm, including regular syncs and communication formats.
  • Coordinate all necessary access to your analytics, CRM, and other tools.

This is where our analytics developers begin executing the measurement plan. We focus on building a reliable and trustworthy data foundation that will serve as the engine for all future marketing data analysis and reporting.

This hands-on work includes:

  • Resolving the critical tracking and attribution issues found in the audit.
  • Unifying your marketing data in a cloud data warehouse to ensure all your reporting is based on one consistent, reliable dataset.
  • If relevant, implementing server-side tagging to improve data accuracy and durability.
  • Configuring key platform integrations for full-funnel tracking, from lead to closed-won revenue.

With a reliable data foundation in place, we build your live, centralised dashboards. This is often the first moment where you see the true, unified story your data has to tell.

  • Delivering your marketing performance dashboards: your team receives 24/7 on-demand access to the new, custom-built dashboards.
  • Highlighting key points: we walk you through the dashboards, pointing out the first strategic insights that emerge from your newly cleaned and organised data.
  • Delivering clarity across your team: your team gains the ability to find clear answers to their most common questions independently, allowing them to make faster, data-informed decisions without having to wait for assistance.

Once the foundation is built, our partnership typically continues on an ad-hoc basis. We remain available as your on-demand analytics partner to help you answer complex questions and adapt your setup as your business evolves.

Our ad-hoc support can include:

  • Deep-dive data analysis: when new, complex business questions arise that your dashboards can’t answer, we can conduct ad-hoc deep-dive analyses to provide you with clear, data-backed answers.
  • Tracking & measurement adjustments: as your website, product, or business goals evolve, we can update your tracking configuration and measurement plan to ensure your data collection remains accurate and aligned.
  • Support for new analytics tools & integrations: when you add a new tool to your marketing stack (like a new CRM or advertising platform), we can manage the technical setup to ensure its data flows correctly into your existing analytics foundation.

Recommended by B2B tech marketing leaders

“Working with Holini has been one of my greatest experiences about data-driven analytics. I have worked with several agencies and analytics professionals in the past and I have never seen such a level of implication, accuracy and relevant advice. I have liked especially their hands-on approach, it’s not that you get an amazing audit full of specific steps but also someone who will implement them with the precision of a surgeon. They also created ad-hoc reports on GA for a better understanding of all the event tracking they have deployed.

I would like to recommend them, whenever you need analysts with in-depth technical knowledge of GA and GTM implementation or a Google ads agency that delivers.”

Elena Benito Ruiz - Beebole
Elena Benito Ruiz
Chief Marketing Officer at BeeBole

“After seeking advice from countless marketing and analytics agencies and freelancers, I thought my tracking problem was unsolvable. That was until I found Holini.

The Holini team was able to understand the problem instantly and shared detailed solutions that even a non-developer could easily understand (I’m a marketer). Their help has been insurmountable to our company’s growth, in which we have a plan in place to accurately track users and make data-driven data solutions.

Being a former Director of Paid Media at a large growth agency (100+ org), we couldn’t even solve this problem. That said, the team at Holini knows their stuff, and I highly recommend anyone looking for agency services.”

Sam Lepak
Sam Lepak
Head of Growth at Matter
Read 35+ more reviews
Holini Google Partner Badge - 2025
Holini - Premier Partner Awards 2023

Frequently asked questions

Your project will be led from start to finish by one of our experienced analytics developers. This person acts as your primary point of contact and is responsible for the strategic planning, data analysis, and hands-on technical implementation.

This is our core promise: the specialist you meet in the kick-off call is the same person who will lead and execute the work. We do not have any junior team members.

Initial review: Our complimentary analytics review (typically completed within a week) will provide immediate insights into the health of your data setup and the biggest opportunities for improvement.

Data clarity, setup & dashboards: once a project begins, you can expect to have a reliable data foundation and trustworthy dashboards within the first 30-60 days, depending on factors like the complexity of your setup and number of custom integrations. This is the point where you can start making decisions based on data you can finally trust.

Our analytics work is typically priced on a project or hourly basis. After our initial review, we will provide you with a detailed proposal that outlines the full scope of work, a project timeline, and a transparent price based on the estimated hours required, with a clear maximum cost to ensure there are no surprises.

For any additional support after the initial project is complete, we work on a flexible, ad-hoc basis (either hourly or per-project). We believe in upfront pricing, so all costs are detailed in a proposal and agreed upon before any work begins.

We don’t require long-term contracts for our services. Our engagements are typically structured as fixed-scope projects with a clear start date, end date, and set of deliverables. Our goal is to build a long-term partnership based on the value we provide, not a contractual lock-in.

After the initial foundational project is complete, you have the flexibility to re-engage us for on-demand support and analysis as needed, without any ongoing commitment.

The process from our initial discovery call to delivering your initial analytics review and proposal typically takes about one week, depending on mutual availability.

From there, our ability to start the project depends on our current availability. Our primary focus is on delivering for our existing partners. This approach ensures our analytics developers have the dedicated time required for both deep analysis and hands-on technical work. That’s why we only accept a limited number of new projects each quarter.

Because we are committed to this high standard, we recommend reaching out soon to discuss your timeline and our current availability.

The first step is a discovery call with one of our analytics developers to discuss your goals. On the call, we’ll answer your questions and determine if we’re a mutual fit.

If it’s a good fit, the next step is our initial analytics review to identify key issues and opportunities in your current data setup.

Ready to talk? Check our availability and schedule a call with us.

Any questions or ready to take the next step?

Get in touch and Artur will answer all your questions. We have room for only 3–4 new analytics partnerships each quarter.

Artur Marharian

Artur Marharian

Analytics @ Holini