Case Studies / Third i
3i
SaaS · B2B
How Third i grew pipeline 142% in two quarters
A tracking rebuild and attribution overhaul turned a SaaS company’s guesswork marketing into a revenue-linked growth engine.
- Tracking
- Attribution
- SEO
ClientThird i
SectorSaaS · B2B
EngagementTracking & Attribution
Timeframe6 months
01
The challenge
Marketing spend with no way to prove it worked
Third i had grown fast on inbound alone, but paid channels were a black box. Every platform claimed its own conversions, and none of it tied back to closed revenue in the CRM.
- Conversions double-counted across Meta, Google, and LinkedIn
- No visibility into which channel actually influenced closed-won deals
- Marketing and sales reporting two different sets of numbers
The real costBudget kept getting reallocated toward whichever platform’s dashboard looked best that month — not whichever channel actually drove revenue.
02
The approach
Three moves, in this order
Measurement first — nothing else can be judged without it.
01
Audit & rebuild tracking
Mapped every event across the funnel and rebuilt collection server-side.
- GTM server container
- CRM sync
02
Implement multi-touch attribution
Rolled out a data-driven attribution model tied to closed-won revenue.
- 5 attribution models
- Revenue dashboards
03
Reallocate budget toward what works
Shifted spend toward the channels actually driving pipeline once the data could be trusted.
- Monthly optimization
- Sales alignment
03
The results
Six months later
Pipeline, cost, and tracking coverage all moved together — and stayed there.
Pipeline
$1.2M$2.9M+142%
Qualified pipeline generated per quarter.
Cost per lead
$210$96-54%
Across all paid channels combined.
Tracking coverage
61%100%+39pts
Server-side collection closing the gap.
“
Adsmoxie gave us, for the first time, one number everyone in the company trusted. That changed every budget conversation we had after.
RP
Riya Patel
VP Marketing, Third i
04
What’s next