Good Data Analytics & Measurement Make the Path Forward Clearer.
The numbers should help you make a confident decision. Which market deserves more budget? Is a channel actually helping, or is it getting credit for activity that was already there? Are the leads in the report the leads your team actually wants?
When the data behind those questions isn’t quite right, it makes each of those questions a little harder to answer, and the path forward a little less certain.
Why measurement matters:
- ✓ Budget decisions backed by real data
- ✓ Separate credit from coincidence
- ✓ Know which leads actually convert
Before we recommend putting more money behind your marketing, we verify that the numbers you’re seeing reflect what actually happened. Then we connect that activity to calls, leads, CRM stages, and business outcomes. Only then do we use the evidence to decide what should change in bids, budgets, markets, or channel mix. Verify. Connect. Decide.
How We Review Your Numbers
Marketing reports routinely collapse three different questions into one number.
Accuracy — Did the Event Actually Happen?
This is the tracking question. Was the form submitted, the call completed, the appointment booked, the CRM stage reached? Until the event is defined correctly and recorded consistently, nothing built on top of it means anything.
Attribution — Can the Result Be Connected to a Source?
This is the source question. Which campaign, keyword, audience, or market preceded the result? Attribution can describe the observable path to a conversion. It does not establish that the marketing caused it.
Incrementality — What Happened Because the Media Ran?
This is the contribution question, and it’s the one executives are actually asking. Did the investment generate demand that wouldn’t otherwise have existed? Tracking, call measurement, and CRM integration offer answers to the first two. Only comparison markets, geo tests, and lift studies give real evidence around incrementality. Each tells us something useful but trouble starts when one gets treated like it answers all three.
How We Improve Lead, Call, and Business Quality.
One of the first things we often find with a new client is that leads are being tracked without much visibility into what happens next. Getting leads is great, but knowing if they’re the right leads is where measurement makes all the difference.
Our team reviews form submissions, call outcomes, and CRM dispositions to confirm that the leads and calls you’re getting are high quality. Sometimes spam or a broken tag require tooling fixes. And sometimes businesses are getting leads that aren’t right for them.
When the ad platform and the CRM disagree, we fix the measurement before we optimize.
For a regional roofing company spending about $15,000 a month on paid search, the ad platform was reporting leads that did not appear in the CRM. The conversion was firing on visits to the contact page rather than completed inquiries. We rebuilt measurement around actual forms, calls, CRM leads, and business outcomes so campaign decisions were based on real conversion data.
Personal Injury Firm
High lead volume, but poor conversion. Found that prospects wanted property damage representation, not personal injury.
→ Refined CTV creative targeting
Workers’ Comp Specialist
Loose keyword matching was catching general employment law inquiries instead of workers’ comp cases.
→ Tightened audience targeting
In both cases the numbers were accurate but measurement quality needed improvement. Ensuring your leads and contacts are high quality is a big part of our measurement framework. That’s why lead quality is part of the measurement conversation from the beginning. A conversion only gets us so far. We want to know whether it turned into the kind of business you were after.
What Enterprise-Grade Data Analytics & Measurement Look Like.
Our data infrastructure is closer to what an enterprise analytics team runs than what a regional agency typically uses. That’s on purpose. Regional advertisers shouldn’t have to settle for a lighter version of what national brands get — that idea is baked into New Path from day one, and it matters to us more than ever today.
Having more technology available doesn’t mean it belongs in your build. Your setup should fit your business and the questions we’re trying to answer — we don’t force every client into a cookie-cutter architecture if it doesn’t fit your goals.
Collection and Tracking
Google Tag Manager, server-side tracking through Stape and TAGGRS, CallRail for calls, and GA4, Piwik PRO, or Crazy Egg depending on the environment. New Path is a listed Stape partner.
Pipelines and Storage
Adverity for ETL (extract, transform, and load) and Google BigQuery for warehousing, so platform data, web analytics, call records, and CRM outcomes can be queried against each other instead of compared across five tabs.
Reporting
Tableau and TapClicks, delivered as a live dashboard rather than a monthly artifact.
“Server-side tracking can get oversold as a silver bullet. What it actually does is improve how signals are reviewed and transmitted.”
Related capabilities: Analytics & Measurement · Data Visualization & Dashboards · Data Integration & Storage
A Comparison-Market Test: Greensboro and Charlotte.
A Triad home services client wanted to know whether adding CTV was helping the rest of the media work harder.
The Design
CTV was added in the Greensboro DMA in early 2025. Charlotte remained unchanged as the comparison market. Paid search and Local Services Ads continued running in both. CTV was the only major media change introduced in Greensboro.
The Results
Greensboro’s conversion rate across paid search and LSA rose 82%, with cost per conversion down 2%. Charlotte’s conversion rate rose 34%, with cost per conversion up 20%.
What It Supports
Both markets improved, which means seasonal or category-wide effects were present — a Greensboro-only before-and-after would have overstated CTV’s contribution. Greensboro nevertheless outperformed Charlotte on both measures over the same period, with CTV as the principal difference between them. That’s evidence consistent with CTV improving lower-funnel efficiency.
What It Does Not Establish
This was a structured comparison, not a randomized experiment. Greensboro and Charlotte are not identical markets, and the design can’t isolate every variable. The results don’t prove CTV caused every point of difference. They are stronger evidence than either last-click attribution or a single-market before-and-after could produce alone.
We’ve since seen a similar pattern for a personal injury firm — roughly 30% lower cost per lead in markets where CTV was running. That’s a second observation, not a replication of the same design.
Conversion Rate Lift
Cost Per Conversion
Cost Per Lead
Numbers you can trust. Start the conversation.
Request Your Free AuditWhere Marketing Measurement Becomes Less Precise.
“The best measurement approach is the one your team can actually understand and use to make clear decisions. Sophisticated tools can do this, or they can generate extra noise.”
There are parts of marketing that don’t come with perfectly clean attribution, no matter how powerful the technology available. When this happens, we give you the numbers you can actually stand behind and our perspective instead of asking you to take a chance on faith.
Upper-Funnel ROAS
When a CMO asks for the ROAS on connected TV, a last-click model gives a badly incomplete answer. We can report reach and frequency against the market, CPM efficiency, and downstream movement in branded search, calls, and lower-funnel conversion rate — plus comparison-market results where the design supports them. What we won’t do is present a single attribution number as though it captured the contribution of an impression delivered on a television.
Brand Lift Studies
Useful, and we’ve run them. For most regional advertisers the cost and required scale aren’t justified. When a cheaper comparison-market design answers the practical question, we’ll recommend the cheaper one.
Marketing Mix Modeling
Real at scale, and we’ve built it for a client with the volume to support it. Most regional programs don’t generate enough stable data for a model to say anything more reliable than a well-designed market test. More sophisticated is not automatically more credible.
The rule underneath all of it: if we can’t explain how a number was produced, what it assumes, and what would make it wrong, it doesn’t get presented as proof.
What Data Feedback & Measurement Systems We Won’t Build.
The rule from the last section cuts both ways. Two things it keeps off the dashboard:
Automated Bidding Loops From Insufficient Data
Capturing qualified-lead and closed-business outcomes improves reporting and decision-making even at modest volume. Feeding those outcomes back into platform bidding is a different question — the platforms need enough consistent conversion activity to learn from the signal. Below that threshold, an elaborate offline-conversion architecture produces an impressive diagram and no change in performance. Where volume supports it, downstream activation is the goal. Where it doesn’t, we preserve and analyze the outcome without pretending a platform can optimize from an insufficient sample.
False Precision
A model reporting contribution to two decimal places masks the assumptions underneath it. A market test that produces a range and states its limits is more honest.
We Believe That Your Data Should Stay Yours
Your client-specific measurement accounts — think Google Tag Manager, Stape, CallRail, and other client-level measurement systems — always belong to you. Clients are often surprised we even have to say this, but with some agencies, it isn’t a given.
If an engagement ends, you keep your accounts and we export your data. We don’t withhold client data as leverage to keep a relationship, and we’d think less of an agency that did.
It’s all written into the agreement — access, export, retention, deletion — so “your data is yours” isn’t a promise you have to take on faith. We like long client relationships, and we’d rather earn them than make them difficult to leave.
Privacy and Consent
Adding more tracking doesn’t fix a measurement problem by itself. The design has to account for consent requirements, platform policy, the sensitivity of the data, and the jurisdictions a client operates in.
New Path is a Termageddon partner agency, and where it’s appropriate to the client we implement their policy generation and consent management tooling as part of the measurement build.
Sensitive categories — particularly in legal and healthcare work — are handled case by case and in coordination with the client’s counsel. Consent tooling supports that process; it doesn’t replace legal advice, and server-side tracking doesn’t remove the obligation to collect and use data responsibly.
Data Analytics & Measurement FAQs
Questions we hear most about data architecture, consent, and what measurement can and can’t tell you.
[ More Questions? ] Contact us today!Does every client need a marketing data warehouse?
How do you connect advertising data to qualified leads and revenue?
When should offline conversions be sent back to the ad platforms?
How do you measure whether connected TV is working?
Who owns the tracking accounts and marketing data?
Clear data. Confident decisions. Let’s talk.
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