B2B Conversion Funnel Tracking

How to Understand Each Paying Customer Journey and Find Out What Drives 99% of Revenue

This page focuses on high-touch sales funnels.

If you're using low-touch sales with automated online purchases you may be interested to read more about SaaS conversion funnels and our solutions instead.

Key Points

Attribute 99% of customers to the original marketing sources

Majority of B2B businesses don't know what sources produce revenue and ROI exactly. With improved conversion funnel tracking it is possible to map each customer's journey and attribute 99% of won deals to the original marketing sources.

Increase RoAS up to 7x. Determine who is likely to become paying customers.

Not every lead has the same chance of becoming a paying customer. Attributing sales to leads and leads to marketing sources allows you to determine what marketing activity actually drives sales.

Learn how to track customers in complex funnels

Customers can be tracked even in complex B2B funnels by utilising first-party tracking and mapping customer journey from the first ad click and landing page visit to marketing website and through to the closed won CRM deal.

Follow four easy steps to see how Able can help your B2B business attribute purchases to customers.

Connecting Able CDP to your B2B business requires no complex coding or expertise, making the implementation process quick and efficient. In just minutes, you can see first-hand the benefits Able's tracking and integration capabilities will bring you.

Step 1. Recognize the difficulty in understanding your customers’ journeys

B2B sales present a unique set of challenges for tracking conversions in a sales funnel. Landing pages may be on a separate domain from the main marketing website.

Many companies with B2B sales resort to tracking sources only of leads, attempting to measure conversion to sales and revenue indirectly.

It doesn't have to be this way. SaaS customers can be tracked throughout the entire funnel: from the first interaction to the revenue.

Step 2. Let Able CDP track your website visitors

Able CDP automatically recognizes forms used on the website and creates custom tracking code in the Dashboard.

After adding lead form tracking code to the website, we will track:

Able CDP tracking builds a 360-degree view of each customer by recording both:

Personal information such as email, phone and proprietary client identifiers.

Visitor details including Referrer URL, ad click ID (fbclid/gclid) and browser identifiers for IOS 14+ traffic, Google Analytics Client Id, landing page URL and UTM parameters.

Recording this information allows Able to build your customers’ profiles by tracking all website activity and, most importantly, lead and sign-up form submissions.

Complete customer view in Able CDP associates subscriptions and payments with online page views and lead forms activity. The 'offline' conversions are then attributed and sent to Google Analytics and ad platforms as e-commerce purchase conversions.

Step 3. Integrate Conversion Data

Able CDP uses its customer tracking data to attribute all subsequent revenue (Purchases) and other conversions to the original source.

Revenue can be sent to Able CDP using one of its built-in integrations such as Salesforce or Scoro, allowing you to track closed won deals in CRM and attribute them to original website visits automatically.

It also supports tracking of custom conversions from proprietary back-office apps using web hooks, as well as upload of sales in CSV format for compatibility with legacy ERPs.

Able CDP then attributes each Purchase event to the original visitor and sends Purchase events to all standard integrations such as Google Analytics, Facebook Ads Conversions API, Google Ads API etc.

360-degree Customer View

In most implementations, Able CDP uses a simplified three-stage conversion funnel map. Intelligent understanding of each interaction and conversion action enables it to automatically connect important interactions between different systems and services.

Page Views

When a website visitor accesses landing page or internal website page. Able records all click and browser identifiers to later associate them with the customer's conversions.

Leads and Sign-ups

When a website visitor completes a contact, lead or a sign-up form. Able automatically recognizes and tracks HTML forms on the landing pages, extracting customer details such as email and phone to associate with the website visitor.

Subscriptions and Payments

When a subscription payment is made by the customer, Able receives notifications from payment systems such as Stripe to attribute them to the customer without relying on browser tracking.

Able CDP makes it easy to visualize what conversion events and touch points are tracked and allows you to add inbound and outbound integrations for attributed events such as lead or purchase with a couple of clicks.

Step 4. Allow Able CDP to report conversions

Able CDP is capable of using its customer tracking data to attribute all subsequent revenue (purchases) to the source. Revenue can be sent to Able CDP either via one of its built-in integrations, such as Stripe Invoice Payments Tracking, or custom conversions from your application using webhooks.

Able CDP then attributes each purchase to the original visitor and sends the data to all standard integrations, such as Google Analytics, Facebook Ads Conversions API, Google Ads API, etc.

Begin Tracking Actual Sources of Your SaaS Revenue

“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.

Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.

And so we've been focusing on paid search, which does have return on investment.”

— Bryan Brinton, Co-Founder, Aluvii Software