DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
GA4's Custom Attribution Windows: The CFO Conversation You've Been Avoiding
Your CFO wants to know why Google Ads and GA4 show different conversion numbers. The January 2026 update finally lets you set attribution windows per conversion type, here's how to use it to build measurement your finance team will actually trust.
The Cross-Platform Measurement Problem Nobody Wants to Solve
You're staring at three dashboards and each platform is taking credit for revenue that doesn't mathematically exist. Welcome to the measurement problem that keeps B2B marketers up at night, and here's how to actually fix it.
Google Ads Tracking in 2026: Five Fixes That Actually Move the Forecast
Your Smart Bidding is only as good as the signals feeding it, and most accounts are bleeding budget into modeled guesswork without knowing it. Here's the five-point audit that separates predictable pipeline from CFO heartburn.
The CFO Question Your Gemini Ads Strategy Has to Answer First
Google's AI Mode hit one billion users, but your 2024 playbook is now a liability. The CFO will ask what Gemini ads mean for CAC payback before you finish your first pilot.
GA4 for Paid Media Tracking: What B2B Marketers Actually Need to Know
Your CFO just asked why Google Ads shows 47 conversions while GA4 shows 31, and the board meeting is in three hours. This is the reality of paid media measurement in 2026: multiple systems, conflicting numbers, and executives who want a single source of truth.
Why Your B2B PPC Metrics May Be Lying to You
Your Google Ads dashboard says the campaign is working. The CRM says otherwise. When your sales cycle runs 84 days and involves six to ten decision-makers, a 28-day attribution window captures a fraction of the conversions your campaigns actually influence.