---
title: "3 c-suite execs have said this to me in the last 3 weeks:"
url: https://sam-page.com/thinking/3-c-suite-execs-have-said-this-to-me-in-the-last-3-weeks
date: 2025-06-23
author: Sam Page
type: Post or article
categories: [Marketing]
reading_time: 2 min
summary: "3 c-suite execs have said this to me in the last 3 weeks: “We can’t attribute leads or sales through our website to marketing”"
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7342928703716225028
---

# 3 c-suite execs have said this to me in the last 3 weeks:

3 c-suite execs have said this to me in the last 3 weeks:  
“We can’t attribute leads or sales through our website to marketing”

![](https://sam-page.com/img/thinking/3-c-suite-execs-have-said-this-to-me-in-the-last-3-weeks-li1.webp)

They are incredibly frustrated by it, especially with increasing pressure on marketing to deliver measurable results and ROI.

I don’t blame them.  
I’m frustrated just hearing that they are in that situation.

And just to note, they're not existing clients of ours!!!! (Yet)

I think the challenge is that if you try to measure everything at once, it's overwhelming, and you get caught trying to do too much at once, and as a result, do nothing.

My advice is to get the basics in place and build from there.

Here’s what I recommend:

1. Get your tracking foundations in place:​

- Track the source of as many visitors as possible (UTMs, referrer, QRs, unique URLs) - and ideally record multiple sources if they visit more than once before converting (which is highly likely).

- Make sure conversion and event tracking is set-up in GA4 and for platforms such as Google Ads, LinkedIn, and Meta.

2. Integrate with your CRM to capture leads, and pass the tracking data through at a point of conversion. If you don’t have a CRM, just record it against the enquiry.

3. Use this data to report on leads and ideally sale value against the source activity (multiple models available including first, last and multi-touch).

4. If you can get sale value attribution in place, pass this data back to relevant sources, such as Google Ads to properly optimise your campaigns against value, not just quantity.

It’s not going to be perfect on day one, but it will give you something to work with and provide a lot more insight than guesswork.

Our mantra at 7DOTS is to ensure we can measure all activity in a meaningful way, and try and hardest to make that measurement attributable to commercial value.

I’d love to hear from you if it’s a challenge you are struggling with, and in particular what the blockers are to getting it sorted out?