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Every case study here answers one question: measurable outcome.

signup-conversion-tracking.mdZapier

Signup Conversion Tracking and Insights

ShippedTeam: Data + Eng + Business
TL;DR

Unified conflicting funnel definitions across teams into one tracking model, adopted by both sales and marketing.

Outcome

  • ↑paid advertising efficiency, through a unified conversion metric
  • →adopted by both sales and marketing
Saw It
  • Teams were reporting top-of-funnel leads and conversions in conflicting ways.
  • No shared definition existed, so sales and marketing numbers didn't match, and neither team fully trusted the other's reporting.
↓
Figured It Out
  • Interviewed business owners, PMs, and POs to cross-validate what each team actually needed before defining anything.
  • Web and paid-advertiser flows had real technical differences, so a single definition couldn't be forced without validating each flow separately.
↓
Did It
  • Shipped tracking fixes and a unified lifecycle funnel definition, then built unified marketing reports off it.
  • The separate-flow validation step caught the risk before it became a problem.

My Role

Owned the cross-team interviews, the funnel definition, and the unified reporting rollout.

Full breakdown

Problem & Risk

Business Viability Risk

Conflicting funnel reporting meant sales and marketing were making decisions off different numbers. Risk was continued misalignment on what "a conversion" even meant.

Customer Discovery & Validation

Evidence

Direct interviews with business owners, PMs, and POs surfaced the need to validate web and paid-advertiser flows separately due to real technical differences between them.

Context

Conflicting ways to report on results related to top-of-funnel leads and conversions across teams.

Timeline

git log --oneline⏱ unified across teams
kickoff: conflicting funnel reporting across teamsPhase 0
discovery: interviewed business owners, PMs, POs on definitionsPhase 1
ship v1: tracking fixes shipped, unified funnel definitions livePhase 2
feedback: web and paid-advertiser flows needed separate validationPhase 2
ship v2: unified marketing reports adopted by sales and marketingNext

What We Did

  • Interviewed business owners, PMs, and POs to cross-validate needs
  • Tested tracking across all devices, requested and confirmed fixes with engineering
  • Defined the user lifecycle funnel and conversions tied to each stage
  • Built unified marketing reports off the new shared definitions
~ rough sketch, not an actual screenshot ~

conflicting funnel numbers

cross-team interviews

unified definition

unified marketing reports

Who Benefits

Increased paid advertising efficiency through a unified conversion metric adopted by both sales and marketing.

Next Steps

None flagged, the model is in active use.