Why B2B Companies Need Closed-Loop Analytics

In 2020, B2B digital marketing spend surpassed $8 billion and accounted for 11.3% of company budgets, on average. However, only 1 out of 5 B2B brands are successfully tracking the ROI of their paid media campaigns. Closed-loop attribution is the answer, as it provides a complete picture of a user’s interactions with every touchpoint in the customer journey.

Google Analytics is not enough to measure the success of PPC campaigns, as it only tracks visitors from initial website landing to lead conversion. By setting up closed-loop analytics, it will be easier to optimize campaigns to drive the most qualified traffic and improve the ROI of digital marketing budgets.

To set up closed-loop analytics, B2B companies must add a script to their website, customize the form to send Client ID to CRM, and use CRM integrations or plugins to export custom events. This will give companies a holistic view of which PPC campaigns are the most successful and help to refine their paid search campaigns.