How Closed Loop Reporting Changes the Game for Your Marketing ROI

Overview

In today’s data-driven world, businesses cannot afford to rely on guesswork when it comes to marketing. Success hinges on understanding the exact value each lead brings and which marketing strategies drive the best results. A Florida-based outdoor-enclosure company, Impact Enclosures, recently demonstrated how using HubSpot CRM and a closed-loop reporting on their leads system revolutionized their ability to track ROI, optimize their campaigns, and grow their bottom line. 

Our expertise in home builder marketing and SEO for remodelers allowed us to develop a data-driven approach that leveraged HubSpot CRM, revenue attribution tracking, and strategic paid ad optimizations. The result? A fully optimized marketing system that not only improved lead generation but also maximized profitability.

The Challenge

The client faced three significant challenges:

Lead Attribution Issues

They struggled to determine which marketing sources were bringing in the highest revenue and which Meta + Google Ad campaigns were seeing the highest ROI on their investment.

Limited Revenue Visibility

While they could track lead volume and general source, they lacked insight into which campaigns drove the most revenue.

Inefficient Budget Allocation

Without clear ROI data, the company was not clear on which marketing channels were underperforming.

If they wanted more leads, which marketing source would yield the best results? They needed a way to connect lead-generation efforts to actual revenue and streamline their budget to focus on their high-performing strategies.

The Strategy

The company implemented a robust closed-loop reporting system using HubSpot CRM, connecting their marketing, sales, and revenue data. This allowed them to track leads from their source to their final outcome, whether as closed deals or lost opportunities. Here's the key elements we laid out for our strategy:

Lead Source Tracking

The client used HubSpot to categorize leads by source—organic search, paid search, email marketing, direct traffic, and referral traffic. And UTM parameters and campaign tagging ensured every lead’s origin was tracked accurately for their ad campaigns, enabling them to evaluate the performance of specific campaigns and channels.

Paid Ad Campaign Analysis

HubSpot’s revenue attribution and some good old-fashioned excel spreadsheet tools helped them dig deeper into their paid ad campaigns. They tracked not just lead volume but also the revenue generated from each campaign, the average deal size per campaign, the lead count and conversion, campaign length, ultimate ROI and so much more. For instance:

A high-cost Google ad campaign focused on screen-enclosure that was initially flagged as doing okay revealed with further tracking data to have brought in an average deals size that was two times larger than any other campaign being run. Conversely, a Google Ads campaign for a one-day screen lanai was bringing in a significant amount of qualified leads, but none of the leads were converting into customers.

Revenue Attribution Reporting + Optimization

HubSpot’s reporting and their own company's internal tracking allowed them to attribute revenue across the entire customer journey. By understanding which touchpoints—blogs, emails, or ads—contributed to closed deals, the company optimized their marketing funnel, allowing them to double down on successful efforts and quickly pivot away from underperforming tactics.

The Results

With 8 months of lead and revenue tracking, the company achieved transformative results:

Clear + Improved ROI

They know exactly where their marketing dollars are going. They know now when and where to update their ad spend when they need leads.

Better Budget Allocation

The company shifted budget away from low-performing campaigns and reinvested in strategies that produced the best revenue outcomes.

Stronger Marketing-Sales Collaboration

Impact Enclosure's dedication organize and tracking their numbers by providing the closed-loop reporting to their Builder Funnel marketing team allowed for transformative pivots to strategy that will impact their lead flow and ultimately their bottom line.

Key Takeaways

Track Revenue, Not Just Leads

Many businesses focus on lead count, but true insights come from tying leads to actual revenue. Revenue attribution and original source tracking tools in HubSpot enabled the company to identify high-value campaigns and eliminate wasteful spending.

Invest in the Right Tools + Use Them to Their Full Capacity

A CRM like HubSpot offers powerful capabilities to integrate marketing, sales, and revenue data, ensuring no lead goes untracked. It is only as effective as those that are determined to use and track the information.

Prioritize High-Value Channels

Data showed that certain marketing channels and ads delivered more revenue per lead than others. Investing in these areas significantly amplifies success.

Be Agile and Adaptive

Continuous tracking and optimization allowed the client to pivot quickly when campaigns underperformed, ensuring their marketing strategy remained efficient and effective.

Conclusion:

Impact Enclosures turned their marketing challenges into opportunities by embracing closed-loop reporting, tracking any and all data and really leveraging their CRM's tools. By tying leads to revenue, they didn’t just improve their marketing strategy—they revolutionized it.

The lessons learned from their journey are clear: businesses that invest in tracking ROI at a granular level can unlock powerful insights, optimize their marketing spend, and drive sustainable growth. Whether you’re struggling with lead attribution or looking to maximize the impact of your paid ad campaigns, the key is simple: track everything, analyze deeply, and let data guide your decisions.

If you're a home builder or remodeler looking for a marketing agency that delivers real results through data-driven strategies, we’re here to help. Book a call today and let’s build a marketing strategy that works as hard as you do!

Interested in how Builder Funnel can turn your business into a well-oiled, ultimate sales and marketing machine? Book a call with us today! 👇