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From platform counts to qualified leads.

Guardian Sports sells to B2B buyers and online shoppers across WordPress, Shopify and HubSpot, and campaign sources got lost between them. We connected the sites, tracked completed form bookings, and built a performance dashboard around the marketing-qualified leads in Guardian’s CRM.

Guardian SportsSporting goods · B2B and ecommerce

One B2B leadGuardian report · Ridgeview High School

  1. Clicked a Facebook adTeam pricing – Football
  2. Landed on /team-pricingguardiansports.com
  3. Completed the team pricing formutm_campaign=team-pricing-fb
  4. Created as a CRM leadSource: Facebook · Team pricing – Football
  5. Became a marketing-qualified leadCredited to Team pricing – Football

Ads reported conversions. The CRM held the leads.

Guardian’s buyers moved from WordPress to Shopify or a HubSpot form. An audit found overlapping pixels, form-tracking gaps and campaign parameters lost between sites, blurring tracking errors with real performance changes.

Campaign source known

Website visit

Campaign source lost

Form bookingStore orderCredited campaign

Two businesses, one tag setup, and a dashboard built on CRM leads.

Google Tag Manager runs tracking on both sites, Stape sends store conversions to Meta, and the dashboard counts leads by the stages set in Guardian’s CRM.

Guardian Sports’ environment

B2B

Ecommerce

Server-side events

Ads and analytics

Custom CRM dataset

  • Leads with campaign source
  • MQL definitions
  • Closed deals

Maven

  1. CollectSite, store and form events with campaign parameters
  2. MatchCampaign source tied to CRM leads
  3. ReportMQLs and closes by campaign
Campaign attribution by MQLMQL to Close Rate
Performance dashboardAll campaigns ▾

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MQLs and closes by campaign

How Guardian’s measurement changed, step by step.

Four changes, from carrying campaign source between sites to judging campaigns by marketing-qualified leads.

  1. 01

    Connect the sites

    Google Tag Manager became the central point for tracking, and campaign parameters now pass between sites.

    Before

    Campaign parameters lost between WordPress, Shopify and HubSpot

    After

    Source information carried through to Shopify and HubSpot

  2. 02

    Measure completed actions

    WordPress form tracking now uses completed bookings from the embedded HubSpot forms, with form IDs to tell them apart.

    Before

    Gaps in form tracking and overlapping pixels

    After

    Completed bookings, each form tracked separately in Facebook

  3. 03

    Send store conversions server-side

    Stape takes store conversions from Shopify’s backend and sends them to Meta’s Conversions API, alongside the browser pixel.

    Before

    Store conversions left to overlapping browser pixels

    After

    Backend conversion data sent straight to Meta

  4. 04

    Report on the sales process

    The campaign attribution view counts marketing-qualified leads, and the funnel metric is “MQL to Close Rate.”

    Before

    Campaigns judged by platform conversion counts

    After

    Campaigns judged by marketing-qualified leads from the CRM

Facebook brings the most MQLs. Email closes them at the highest rate.

A Guardian view that credits campaigns with marketing-qualified leads and closed deals, not platform conversion counts, and reports B2B and ecommerce side by side.

Performance dashboardUpdated today, 6:00 AM
All campaigns ▾Last 90 daysLead stage: MQL
Campaign attribution
Ad spend$148,200B2B and ecommerce
Marketing-qualified leads486CRM lifecycle stage
MQL to Close Rate22.4%109 closed won
Ecommerce orders3,912Shopify

B2B funnel

B2B sessions38,400
Completed form bookings1,2143.2%
Marketing-qualified leads48640%
Closed won10922.4%

Campaign attribution by MQL

FacebookTeam pricing – Football15619.9% close
FacebookClub lacrosse – Retargeting7425.7% close
OrganicOrganic search12124.8% close
EmailAthletic directors8326.5% close
DirectDirect & referral5213.5% close

B2B vs ecommerce

B2B

Ad spend
$61,800
MQLs
486
Paid MQLs
230
Cost per paid MQL
$268.70

Ecommerce

Ad spend
$86,400
Store sessions
142,600
Orders
3,912
Blended cost per order
$22.09
Illustrative dataPowered by Maven

B2B leads in your CRM, store orders in Shopify? Guardian’s dashboard reports both against the same campaigns. We’ll show you how it works.

Book a walkthrough

Take B2B leads and store orders from separate systems to one report.

Start with a free scan of where your campaign source drops, or have us connect your sites, store and CRM.

Start hereFind where your campaign source dropsSources lost between your site, store and CRMA list of where tracking breaksRun a free tracking scanBuild itReport both businesses in one placePlatform counts in separate toolsQualified leads and orders in one branded dashboardBook a walkthrough