Site to product handoff
Source and campaign carried into the product at signup.
/INDUSTRIES / SAAS / INSIGHTS
SaaS Marketing Insights
Practical notes on measuring SaaS marketing: signups, activation, paid conversion and payback, connected from the first visit to the billing system.
SaaS growth depends on attracting the right ICP, getting them to activate, and keeping them long enough to expand. Vanity signups don't pay the bills.
/01
THE SITUATION
SaaS funnels run across the marketing site, the product and the billing system. A user signs up on the site, activates in the product, upgrades through billing and may churn months later. Each tool records its part, and the link between them is often a single field that breaks.
/02
WHY IT MATTERS
If marketing sees only signups, it optimizes for users who never activate. Without billing data, the payback period of each channel stays unknown, and growth decisions rest on guesses about which users are worth acquiring.
/03
HOW WE APPROACH IT
We carry the marketing source from the site into the product and billing, define activation with the product team, and send activation and paid events back to the ad platforms. Reports show cost per activated and per paying account, and payback by channel.
/NOTES FROM THE WORK
Where SaaS measurement usually breaks.
- Source lost between the marketing site and the product signup
- Activation never defined, so signups are the only goal
- Billing data separate from marketing reports
- Self-serve and sales-led customers mixed in one funnel
/WHAT THE WORK COVERS
Activation definition
The product event that predicts paying customers, agreed and tracked.
Billing connection
Paid conversions and revenue linked to acquisition channels.
Tracking setup
GA4, Google Tag Manager, consent mode, and server-side tagging where the ad spend justifies it.
Dashboards
Looker Studio reports built around the decisions you make each month, not around every available metric.
/WHAT WE MEASURE
- /01
Signup to activation
By channel and by campaign.
- /02
Activation to paid
Which channels bring paying users.
- /03
Payback period
How long each channel takes to recover acquisition cost.
- /04
Churn by source
Whether paying users from each channel stay.
/HOW LONG IT TAKES
/01
Tracking audit
We list every tag, event and conversion, and check each one against what really happened on the site.
/02
Rebuild and validate
Broken or missing tracking is rebuilt and tested against orders, calls or CRM records.
/03
Reporting and review
A monthly review of the numbers that matter, with the decisions they support written down.
/FAQ
Usually the ones you already have: analytics, a product analytics tool and your billing system, connected properly. New tools come only if a gap remains.
With your product team, by comparing what paying users did early that non-paying users did not. The result is one or two events, not a long list.
Yes, through server-side or offline conversion imports from your product or backend.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
Not always. It pays off when ad spend is significant or when browser tracking loses a large share of conversions. The tracking audit tells you which case you are in.
FIND OUT WHAT YOUR SAAS DATA IS MISSING
We start by following last quarter's new paying accounts back to their first visit and showing you where the source was lost.
REQUEST A TRACKING AUDIT
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