Case Study: SaaS / B2B

Fixing B2B Lead Gen Attribution via GA4 and Google Ads Rebuild

How we partnered with Enterprise SaaS Company to rebuild their tracking architecture and protect their marketing performance.

Overview

This B2B SaaS client was spending $50k/mo on Google Ads, but their Hubspot-generated leads were not properly matching to Google Ads campaigns, leading to poor optimization decisions.

The Challenge

  • Duplicate tags firing on form submissions causing inflated lead counts.

  • Attribution mismatch: GA4 and Google Ads had vastly different conversion totals.

  • No visibility into which campaigns drove 'Qualified Leads' vs 'Spam'.

The PowerData Approach

1

Audited and cleaned up the GTM container, removing 45 redundant legacy tags.

2

Implemented Google Ads Enhanced Conversions using securely hashed first-party data.

3

Linked Hubspot to GA4/Ads to push downstream lifecycle stage changes (e.g. MQL, SQL) as offline conversions.

4

Built a Looker Studio dashboard blending Google Ads spend data with Hubspot pipeline value.

Engagement Summary

ClientEnterprise SaaS Company
Services Deployed
GA4 ConfigurationGoogle Ads Conversion TrackingCustom Reporting
Deliverables
  • descriptionGTM setup and documentation
  • descriptionLooker Studio Dashboard
  • descriptionTraining session on maintaining Enhanced Conversions

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