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three core phases: 1. Initial Setup (Web Tracking & Reporting): Integration of Google Analytics, Google Ads, Meta, and Reddit conversion data via Google Tag Manager (GTM) to track the full conversion funnel. This includes a Looker Studio dashboard for channel performance (Direct, Organic, Paid, Referral) and drop-off visualization. 2. HubSpot Investigation: Time is allocated for the discovery phase regarding HubSpot (CRM) to determine the best approach for tracking conversions. 3. Audience Building & Activation: Strategic setup to sync defined HubSpot CRM lists with Google Ads and Meta for precise cross-channel retargeting and the creation of Lookalike/Expansion Audiences. 1) Step 1 – Web tracking + GA4 Implementing tracking for the full quote funnel via GA4 + GTM -Making sure we can see: -Each step of the funnel -Where users drop off -Which channels (Direct / Organic / Paid / Referral) are driving leads Creating a reporting view so we can easily monitor performance and optimise This view is limited in GA4 therefore we need a Looker studio view Deliverables for Step 1, e.g.: GA4 + GTM events set up for each funnel step + final “quote submitted” Validated data for key events (so we know it’s tracking correctly) We need a day or two to see dat pull through but yes we will be able to pull a funnel in GA4 to see the data A standard set of reports/dashboards (either in GA4 or Looker) with: Funnel visualisation and drop-off. The funnel will show percentage drop and the team can use this info to investigate the UI or UX Channel performance breakdown. Per lead and per conversion Basic conversion metrics (CTR, CVR, CPL where available) Correct. Plus CPA when we combine the data from Hubspot