Tracking that shows what actually drives pipeline

Most marketing sites track pageviews and form fills. Neither tells you which pages create pipeline. So redesigns get decided by opinion, because the data cannot answer the questions that matter.

Start with the questions

Before setting up a single event, write down what you want to know. For a B2B site it is usually:

1. Which pages do people visit before they request a demo?
2. Which traffic sources bring buyers, not just visitors?
3. Where do qualified visitors drop off?

The events we set up at launch

• Demo or audit request, with the page it came from
• Pricing page view, the strongest intent signal on most sites
• CTA clicks, split by placement: hero, mid-page, footer
• Scroll depth on the homepage and product pages
• Outbound clicks to booking tools and the app

If a number does not change a decision, stop reporting it.

Connect the site to the CRM

The real answer lives in the CRM. Pass UTM parameters and the first landing page into every form submission, so each deal shows where it started. After a quarter, you can see which pages and channels produce deals, not just leads.

One dashboard, five numbers

We keep the report short: visitors from target accounts, pricing page views, demo requests, demo-to-opportunity rate and pipeline by source. Everything else is available, but these five tell you whether the site is working.

Improve from day one

With tracking in place before launch, the first month of data shows where to focus. Without it, you wait a quarter to learn what you could have known in two weeks.