Challenges
At the beginning of the collaboration, plancraft faced 6 core challenges:
- Fragmented entry points & inconsistent tracking: Users could start their journey on multiple domains (plancraft.com, Webflow landing pages, the web app itself). UTMs, referrers, and click IDs were not handled consistently, leading to many sign-ups being classified as “direct / unknown”.
- No durable first-touch memory: The first source that brought a company to plancraft was often lost after a few sessions or overwritten by later touches, making it hard to understand which content or channels actually initiated the customer journey.
- Self-reported sources were underused: plancraft collected qualitative “How did you hear about us?” information in free-text fields and sales notes, but these weren’t normalised or connected cleanly to Companies and Deals, so they rarely made it into reporting.
- Limited visibility from ad click to revenue: Several platforms (Google, Bing, Meta, LinkedIn, etc.) drove leads, but click IDs and campaign parameters weren’t reliably persisted into HubSpot or tied to opportunities and closed-won revenue. Offline conversion uploads were partial and not standardised.
- Inconsistent event schemas across GTM, web, server and CRM: Event names and parameters differed across web and server-side GTM containers, forms, and HubSpot workflows, making it difficult to create one coherent reporting layer or use the same definition of a “conversion” across tools.
- No MECE channel taxonomy. Channel and campaign naming grew organically over time. Without a mutually exclusive and collectively exhaustive (MECE) taxonomy, performance data was scattered across many overlapping labels that couldn’t be easily rolled up for strategic decisions.
Main areas of collaboration
To tackle these challenges, our collaboration focused on four main areas:
- Attribution strategy & data modeling:
We designed a CRM-first single-touch ladder (first touch, last touch, recent conversion) that combines software-based tracking, self-reported attribution, and conversion types across Contacts, Companies, and Deals. - Web tracking & telemetry:
We implemented a lightweight multi-domain tracking script and standardised GTM events so that UTMs, click IDs, and landing pages are captured once and flow cleanly into HubSpot and RevenueHero forms. - HubSpot workflows & mastering:
We built clustered workflows for UTM persistence, source clustering, self-reported attribution, conversion laddering, and SRA/SBA mastering into a single channel field used for reporting. - Offline conversions & enablement:
We prepared IPaaS-based offline conversion flows, standardised event names and values, and documented the system so plancraft’s internal team can operate and extend it
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