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Analytics & Intelligence Solutions

Measure Marketing Performance

To measure marketing performance properly, you need numbers that connect spend to revenue, rather than stopping at clicks and impressions. We set up tracking, define the metrics that matter to your business and build reports leadership can act on.

Talk to an Expert How it works

What you can expect to move

  • Data coverage
  • Attribution accuracy
  • Time to insight
  • Decision speed
The problem

Why “measure marketing performance” rarely happens with one channel

Marketing reports often show activity rather than results: reach, clicks, followers and cost per lead. Leadership asks what marketing contributed to revenue and nobody can answer confidently. Tracking gaps, inconsistent UTMs and a CRM that does not record lead source make the link impossible.

We start by agreeing a measurement framework with marketing, sales and finance: what counts as a lead, a qualified lead, an opportunity and revenue from marketing. Then we fix tracking in GA4 and GTM, standardise UTMs, connect forms and calls to the CRM and capture source on every record. Reports in Looker Studio or Power BI show spend, leads, pipeline and revenue by channel, plus customer acquisition cost and payback.

Brand and awareness work is harder to measure directly. We use search demand, direct traffic and surveys to track it.

How Nians approaches it

We find the constraint first, then put the right specialist services under one plan and one owner, so every change is measured against the same outcome.

How the solution works

How it all comes together

Diagnose

Baseline the metric, find the constraint and size the opportunity.

Design

Choose the service mix and sequence that removes the constraint fastest.

Deploy

Specialists execute in parallel under one plan and one owner.

Optimise

Weekly iteration against the outcome, not vanity metrics.

The service bundle

Services that deliver this solution

Each one is a specialist discipline. Together they remove the constraint.

Google Analytics 4 Setup Services

GA4 property setup with planned events, key conversions, ecommerce tracking, consent mode and reports matched to your goals.

Analytics and Data Services
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Google Tag Manager Services

GTM container setup, audits and clean-ups, with data layer planning, ad pixels, event tracking and consent controls.

Analytics and Data Services
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Marketing Analytics Services

Joined-up reporting from ad spend to CRM revenue, with channel performance, funnel drop-offs and cost per customer.

Analytics and Data Services
Explore

Attribution Modeling Services

Find out which channels and campaigns really contribute to revenue, using CRM outcomes rather than platform-reported conversions.

Analytics and Data Services
Explore

Looker Studio Dashboard Services

Marketing and SEO dashboards in Looker Studio, blending GA4, Ads, Search Console, Meta and CRM data with automatic refresh.

Analytics and Data Services
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Expected outcomes

What we measure

Data coverage

Baselined in week one and reported monthly.

Attribution accuracy

Baselined in week one and reported monthly.

Time to insight

Baselined in week one and reported monthly.

Decision speed

Baselined in week one and reported monthly.

Engagement timeline

Your first three months

MONTH ONE

Diagnose & quick wins

Audit, tracking fixes, baseline and the first quick wins live.

MONTH TWO

Build & launch

Core changes shipped across the service bundle; testing begins.

MONTH THREE

Optimise & scale

Double down on what works, cut what does not, plan the next quarter.

Explore more

You may also be interested in

Roles that use it

Solutions for Chief Marketing OfficerSolutions for Marketing HeadSolutions for Digital Marketing ManagerSolutions for Performance Marketing ManagerSolutions for SEO ManagerSolutions for Marketing Operations Team

Platforms involved

Google AdsGoogle Analytics 4Google Tag Manager

More analytics & intelligence solutions

Improve Attribution and TrackingBuild Executive DashboardsEnable Smarter Decision Making
Learn more

Case studies & resources

Real-world results and practical reading to help you plan your next step.

Client stories

How similar work has played out for other businesses.

1dashboard for every brandGiving a pharma marketing team one source of truthRead the story +71%booked appointmentsFilling appointment calendars for a multi-city clinic chainRead the story +31%cross-sell conversionsGiving a regional bank a single view of every customerRead the story
Browse all case studies

Helpful resources

Guides, tools and articles our team recommends on this topic.

GuideAnalytics & Data GuideArticleFixing conversion tracking when your ad platforms and CRM never agreeArticlePlatform audit: what it uncovers and why it pays for itselfFree toolUTM Link BuilderFree toolMarketing ROI Calculator
Explore all resources
FAQ

Questions we often hear

Straight answers to the things clients ask us most. If yours isn’t here, just ask.

Still have a question?Talk to a strategist. We usually reply within one working day.Ask us directly
What metrics should we use to measure marketing performance?
Focus on outcomes: qualified leads, pipeline, revenue, customer acquisition cost, return on ad spend and payback period. Supporting metrics like click-through or engagement help diagnose problems but should not be the headline. The right set depends on your business model.
How do we connect marketing data to sales revenue?
Capture source and campaign data on every lead in the CRM, track the lead through stages to closed revenue, and report on that. Call tracking and offline conversion imports close more gaps. It requires sales to update the CRM consistently.
How quickly can you help us measure marketing performance?
Quick wins usually go live in the first month, and the bigger structural changes land over the following two. You see the plan and milestones before we start.
Do we need all the services in the bundle?
Not always. The diagnosis tells us which ones matter for you. Some clients start with two, others with the full bundle.
Can you work with our in-house team?
Yes. We often lead strategy and specialist execution while your team owns brand, approvals and day-to-day channels.
Next step

Talk it through with someone who has done it before.

A free 30-minute session with a senior Nians strategist. You leave with a prioritised plan, whether or not you work with us.

Talk to an Expert
Talk to an Expert
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