Attribution Engagement
Marketing attribution for booked-call funnels
One month, fixed scope. I trace every booked call and every sale back to the ad, the email or the post that started it, then fix what's broken so your numbers add up.
Scaile's Attribution Engagement is a one-month, fixed-scope project for companies that sell through booked calls. Your ads drive people to a page, the page drives them to a calendar, and a closer turns the call into a sale. I make every step of that path report back, so you can see which dollars produce booked calls and which produce nothing, and decide where the next dollar goes.
I'm Guy Miotke. I led marketing at a FinTech SaaS company that ran exactly this model: direct to calendar, every number measured against booked demos. It went from 4,000 demos booked in 2023 to 15,000+ in 2024, and ROAS went up 20% while the budget grew about 300%. None of that happens if you can't trace a booking to its source. Read the full fractional CMO case study for the story.
Who this is for
- You spend real money on ads (Meta, Google, YouTube) and the goal of that spend is a booked call or demo.
- You use a scheduler (Calendly, iClosed, GoHighLevel's calendar or similar), a CRM, and maybe an attribution tool on top.
- The ad platform, the attribution tool and the CRM each tell a different story, and nobody can say which is right.
- Your closers say lead quality changed, and you can't prove or disprove it by source.
If that's you, the problem usually isn't the ads. It's that the data stops halfway down the funnel.
Where booked-call funnels go dark
The same gaps show up again and again. A few of the most common:
- Bookings arrive with no source. The calendar or an embedded form drops the campaign tags, so the CRM records a booked call from "unknown".
- Pixels fire only in the browser. Ad blockers and privacy settings cut a share of the conversions the ad platform should be learning from.
- The sale never goes back to the ad platform. The platform optimizes for bookings, including the ones that never show or never buy, because it never hears about the money.
- Every team defines a lead differently. Marketing counts opt-ins, sales counts held calls, finance counts cash. Nobody's wrong, and nothing adds up.
- Campaign tags are improvised. "facebook", "Facebook", "fb" and "meta" are four sources in your reports.
See your own gaps first. The free attribution scan checks your site for tracking, campaign tags, forms and ad tags in about a minute. The funnel trace follows your main button step by step until it reaches the form or calendar.
What happens in the month
The work follows the same order every time, because each step depends on the one before it.
| Step | What I do | What you get |
|---|---|---|
| 1. Access | Get admin access to your stack through user invitations and roles, never shared passwords | A clean list of who owns what |
| 2. KPIs | Agree the handful of numbers the business actually runs on, from ad spend to cash collected | A KPI stack where every step has a minimum standard |
| 3. Data fields | Check that each KPI has a field in your CRM that something actually fills | A list of missing or empty fields, then the fixes |
| 4. User journey | Map your funnel and define what counts as an opt-in, a qualified lead, a booked call and a sale for your business | One set of stage definitions both teams use |
| 5. Blind spots | Measure where the journey goes dark, including how much of your traffic stays anonymous | A blind-spot report, quantified where your data allows |
| 6. Campaign tags | Audit your UTMs and rebuild the convention | A UTM guide and a training session for whoever builds campaigns |
| 7. Automations | Audit the automations between your forms, calendar, CRM and ad platforms | What's broken, what's duplicated, what to switch off |
| 8. Data map | Map each step of the journey to a CRM field and to where the data is stored | A data map your team can maintain |
| 9. Reporting | Set up the first marketing report on the cleaned data | A report that ties spend to booked calls by source |
At the end of the month you get a written summary of what was done and what I'd do next. The framework, the templates and the UTM guide are yours to keep using.
What it costs
It's a fixed fee for the month, agreed before we start, so there's no hourly meter running while we dig. Software stays in your own accounts and on your own bill. Anything you want beyond the scope is agreed in writing first. We'll scope it on a 30-minute call, and I'll tell you on that call if I don't think it's worth it for your size.
Why one month, and what comes after
Attribution is the foundation, not the house. A month is enough to make the numbers trustworthy without signing a long contract with someone you've never worked with. After that, most companies either run with it themselves, or keep me on as a fractional CMO to make decisions with the numbers we just fixed. It's your call, and the month stands on its own either way.
This is also how I'd start any fractional CMO engagement. Begin with the end in mind: decide what a good month looks like in booked calls and revenue, then make sure you can measure it.
What I need from you
- Admin invitations to the ad accounts, analytics, CRM, scheduler and any attribution tool.
- One person who can make decisions and answer questions within a few business days.
- Your own definition of a good lead. We'll sharpen it together, but it starts with yours.
Frequently asked questions
What is marketing attribution?
It's how you work out which ads, emails, posts and pages led to a lead or a sale. For a booked-call business it means connecting the ad click to the booking, the booking to the held call, and the held call to the money.
We already pay for an attribution tool. Why do we need this?
A tool only reports what it receives. If bookings land in the CRM without a source, or the sale never reaches the tool, it reports confidently on partial data. The engagement fixes what feeds the tool, so the tool becomes worth what you pay for it.
Will this replace my media buyer or agency?
No. It gives them numbers they can trust and a clear definition of a good lead. A good media buyer welcomes it, because it lets them prove what's working.
Which tools do you work with?
The common booked-call stack: Meta and Google ads, GA4, GoHighLevel, HubSpot and other CRMs, Calendly, iClosed and similar schedulers, and attribution tools layered on top. If you use something unusual, tell me on the call.
How much of my team's time does it take?
Mostly at the start: sending the access invitations and a working session on KPIs and lead definitions. After that it's quick answers to questions, usually within three business days.
Is the price listed anywhere?
It's a fixed fee for the month, and I confirm it on the first call once I've seen your stack. There are no hourly surprises: extra work only happens if you approve it in writing first.
Next step
Talk to a CMO for 30 minutes.
No pitch deck. We look at where growth is stuck and whether fractional leadership is the right fix.