Solutions by Business Area.
Growth, customer and revenue, and finance. Each one starts from a real problem and the systems that hold the answer.
Ad Platform Conversions, Checked Against GA4 and the CRM.
Google Ads, Meta, LinkedIn, and TikTok each count their own conversions. GA4 and the CRM usually count fewer, and budget decisions depend on which count gets used.
- The Signal
Meta CAC rose 22% on the EMEA prospecting campaign. Read on its own, that looks like a performance problem.
- Tracking First
Before judging the campaign, ACE checks the measurement under it. CAPI deduplication was running at 14% against an 8% threshold, so Meta was counting conversions twice.
- The CRM Join
HubSpot had stopped capturing paid social UTMs on /book and /quote, so an estimated 11% of paid social leads were credited to the wrong source.
- The Recommendation
Hold Meta spend, fix CAPI deduplication this week, and re-run attribution after the CRM fix. Held for the paid media specialist, who accepted it.
Each Customer Matched Across Shopify, the CRM, and NetSuite.
A customer orders in Shopify, converts in HubSpot, calls the team, and is billed in NetSuite. ACE matches those records to one customer on email and billing address.
- The Records
A Shopify customer, a HubSpot contact, NetSuite invoices, Aircall calls, and a Google Ads click. Five systems, five IDs, and no shared key.
- The Match
ACE joins them on email and billing address. A matching name alone is never treated as the same customer.
- The Customer
One record now carries the campaign that acquired the customer, what they ordered, what they were billed, and every call with the team.
- The Review
When a high-value account goes quiet, ACE prepares an account review from that record and holds it for customer success.
Billed Revenue, Traced to the Campaign That Won It.
Ad platforms report conversions, the CRM reports closed-won deals, and NetSuite reports what was billed. Finance reports the third number, and marketing budgets are usually set on the first.
- The Invoice
NetSuite holds what the customer was billed.
- The Deal
The CRM holds the closed-won deal and the lead source the form captured.
- The Campaign
The lead source points to the ad platform and campaign that acquired the customer.
- The Result
Billed revenue by acquisition source, set next to what each platform reported. Held for finance to review.