From Attribution Confusion to 98% Clarity
Supreme Opti is a performance driven agency that helps life sciences brands grow through SEO, paid media, and web design. For a team deeply focused on marketing performance, understanding what drives conversions isn’t optional, it’s essential.
Project Type: Marketing Attribution, Audit & Analytics, Data Story Telling
98%
attribution coverage achieved
95%
attribution accuracy linking calls to revenue, creating confidence in SEO ROI.
15+
regions covered with expanded SEO, enabling location-level visibility for clients.
Supreme Opti
Fixed Project
Marketing Attribution
The Problem
Supreme Opti was investing heavily in paid media, SEO, and content marketing, but their reports showed the majority of leads as “direct.” They knew that wasn’t the full story. The marketing team couldn’t tie sales back to specific efforts, and performance reporting became more guesswork than guidance.
As the business scaled quickly, so did the complexity of their data. Their CRM and analytics setup hadn’t been designed for multi-brand attribution, and the gaps began to show. This wasn’t due to oversight, it was a common byproduct of scaling fast across multiple websites, each with its own tracking quirks. HubSpot’s built-in attribution wasn’t designed for this level of complexity, and GA4 was running in isolation. Teams were manually updating spreadsheets to stitch together performance data which was time-consuming, inconsistent, and not scalable.
Without a unified system, attribution was fragmented and misleading, and important decisions were delayed due to a lack of trustworthy insight. Therefore, they needed a solution that could keep pace with their growth and give their teams the clarity to make confident, data-backed decisions.
The Challenge
The real issue wasn’t just missing data, it was disjointed systems and a lack of automation. With data flowing in from multiple websites and platforms, there was no consistent structure for how it was compiled. Strategic reporting had become a manual, error-prone process.
- They needed more than visibility.
- They needed accuracy, consistency, and automation.
- Limited visibility into which channels and campaigns were driving leads
- Most high-intent contacts lacked attribution data altogether
- Performance reporting was manual and inconsistent
The client needed a way to:
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Combine HubSpot and GA4 data into a single, automated system. -
Confidently assign attribution using a custom, channel-priority model.
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Connect each lead with its respective attribution journey.
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Consolidate reporting across all websites in one place.
The Solution
We helped them integrate and automate their entire attribution system, so every high-intent lead could be traced back to its true source, in real-time, with over 98% attribution coverage. We designed the solution around one key idea: solving the fragmentation and inconsistency across platforms that prevented meaningful insights. Attribution couldn’t just be patched together, we needed to rebuild the system to ensure it worked end-to-end.
Here’s how we addressed it step-by-step:
1. Creating a Clear Link Between Systems
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We ensured that new leads coming into HubSpot could be accurately connected with their website activity. This gave us the foundation to track where each lead was coming from, without relying on guesswork.
2. Bringing All Data Together
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We combined the client’s marketing and lead data into one centralized platform. This allowed us to see the full picture—how people first discovered the business, what pages they visited, and what led them to convert.
3. Defining What Deserves Credit
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Rather than using a generic attribution model, we built one that reflected the client’s actual marketing priorities. This helped identify which channels were truly driving leads—whether that was word-of-mouth, social, search, or something else.
4. Understanding the Full Customer Journey
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We turned scattered user interactions into clear, easy-to-follow stories. The client could now see every step a lead took—from first click to form submission—and which marketing efforts made the biggest impact.
5. Unified View Across All Websites
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We connected the data in a way that allowed the team to view lead performance across all websites—directly within their existing HubSpot setup and reports. This eliminated silos and gave them a complete, consistent view of what channels and websites were driving results.
6. Making It Effortless
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Everything updates automatically. Attribution values sync directly into HubSpot, and live reports in Google Sheets mean the marketing and sales teams always have the latest data—no more manual work.
The Result
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Most of the high-intent contacts, nearly all now have complete and accurate attribution data stitched together using a mix of crm, analytics and sales call surveys.
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One live report now covers all websites, giving full visibility into what’s driving leads.
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Attribution updates and reporting now run without manual input, saving time and reducing errors.
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Key attribution insights available across their existing systems whether they are looking at exec dashboards or inside hubspot everyone sees the same picture.
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Achieved 98.77% attribution coverage across all websites
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Nearly all high-intent contacts now have complete and accurate attribution
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One centralized, trustworthy report now powers campaign and budget decisions
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Real-time syncing eliminated hours of manual work every week
Conclusion
By connecting GA4, HubSpot, and BigQuery using a consistent lead identifier, we built an attribution engine that scales across all of the client’s websites.
Before, there was no consistent way to trust the data.
Now, attribution is over 98% complete, automatically updated, and tied directly into HubSpot workflows and reporting dashboards.
The reason this challenge was so critical is that the client’s data was spread across multiple sources without a consistent structure. That made it impossible to draw clear conclusions or optimize marketing spend.
With a single source of truth in place, the client now has the visibility they need to make smarter decisions and show the impact of their work with clarity.
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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