Innovative Source Traffic Attribution for Climate Investment Advisors
Carbon Collective is an online investment advisor solely focused on solving climate change. It helps users divest from fossil fuels and invest their savings in green, sustainable stock & bond portfolios.
Project Type: Marketing Attribution, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
50%
ROAS uplift, Drove $100k+ budget reallocation
30%
more closed deals tracked through full funnel attribution across web, Typeform, and CRM
25%
faster sales cycle by connecting marketing touchpoints to advisory call outcomes.
Carbon Collective
Traffic Attribution
Funnel Optimization
The Challenge
Carbon Collective has a complex multi-domain funnel. Users first come to the company’s landing page, then move to a Typeform to fill in their details, and finally receive an advisory call scheduled to close the deal. This process can sometimes take weeks, if not days, as the user moves through multiple platforms.
All this back and forth is a nightmare for attribution. Carbon Collective had no way to see how its landing pages and marketing channels were really performing. Consequently, this made it tough to allocate ad spend to the right channels.
The Solution
We helped solve the problem by setting up source traffic attribution. Here’s how:
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We stored source traffic information in a cookie and embedded that information as parameters into the links of the sign-up button. -
Next, we created hidden fields in the sign-up form and added custom properties in their CRM to pass that information. This allowed us to show attribution data in their CRM.
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Finally, we created several zaps to send this data to Facebook and Google Ads to help Carbon Collective optimize their marketing campaigns.
The Result
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Source traffic attribution was implemented across Carbon Collective’s website, Typeform, and Hubspot CRM.
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They now have access to accurate landing page performance data and insights into paid advertising success.
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A clear view of the entire marketing funnel has been established.
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With knowledge of user sources and drop-off points, Carbon Collective is making data-backed decisions.
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These actions are helping them boost their overall impact.
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50% ROAS uplift, drove $100k+ budget reallocation.
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Set up full funnel attribution of offline sales to marketing channels.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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