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RevOps

CRM-First Hybrid Attribution System for PLG

“Before this project we had bits and pieces of tracking, but no reliable story from first touch to revenue. YOYABA helped us design and implement a clean attribution engine on top of HubSpot and our product. Today we can actually see which channels create valuable signups & pipeline and make budget decisions with confidence.”

Artur Gutjahr
Artur Gutjahr
Head of RevOps
One coherent view
of customer journey across web, product and CRM
Single “source of truth”
for all channels
Stable foundation
for performance marketing and offline conversions

Executive summary

plancraft wanted to understand which channels and campaigns actually create high-value clients and deals, not just clicks and form fills. Before working with YOYABA, web tracking, form attribution, and CRM data lived in separate silos, with inconsistent UTMs, free-text self-reported sources and partial coverage of key conversions.

‍

Together we designed and implemented a hybrid single-touch attribution model (first touch, last touch, recent conversion), giving plancraft’s marketing and RevOps teams the confidence to analyze performance by channel and campaign and a robust foundation for scaling spend and experimentation.

Challenges

To tackle these challenges, our collaboration focused on four main areas:

‍

  1. Attribution strategy & data modeling:
    We designed a CRM-first single-touch ladder (first touch, last touch, recent conversion) that combines software-based tracking, self-reported attribution, and conversion types across Contacts, Companies, and Deals.

  2. Web tracking & telemetry:
    We implemented a lightweight multi-domain tracking script and standardised GTM events so that UTMs, click IDs, and landing pages are captured once and flow cleanly into HubSpot and RevenueHero forms.

  3. HubSpot workflows & mastering:
    We built clustered workflows for UTM persistence, source clustering, self-reported attribution, conversion laddering, and SRA/SBA mastering into a single channel field used for reporting.

  4. Offline conversions & enablement:
    We prepared IPaaS-based offline conversion flows, standardised event names and values, and documented the system so plancraft’s internal team can operate and extend it

Main areas of collaboration

To tackle these challenges, our collaboration focused on four main areas:

‍

  1. Attribution strategy & data modeling:
    We designed a CRM-first single-touch ladder (first touch, last touch, recent conversion) that combines software-based tracking, self-reported attribution, and conversion types across Contacts, Companies, and Deals.

  2. Web tracking & telemetry:
    We implemented a lightweight multi-domain tracking script and standardised GTM events so that UTMs, click IDs, and landing pages are captured once and flow cleanly into HubSpot and RevenueHero forms.

  3. HubSpot workflows & mastering:
    We built clustered workflows for UTM persistence, source clustering, self-reported attribution, conversion laddering, and SRA/SBA mastering into a single channel field used for reporting.

  4. Offline conversions & enablement:
    We prepared IPaaS-based offline conversion flows, standardised event names and values, and documented the system so plancraft’s internal team can operate and extend it
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The Results

  1. One coherent view of the customer journey across web, product and CRM:
    First, last and recent touch – plus conversion type – are now written consistently to Contact, Company and Deal records. plancraft can trace how a workspace moved from first website visit to trial, demo and closed-won without manually stitching data in spreadsheets.

  2. A single, mastered “source of truth” for channels:
    A custom SRA/SBA mastering layer unifies software-based tracking (UTMs, referrers) and self-reported sources into one final, normalised source field. This removes conflicting labels and makes it possible to answer questions like “Which channels drive pipeline?” in a single report.

  3. A stable foundation for performance marketing and offline conversions:
    With standardised event names, parameters and value logic across GTM (web + server), HubSpot and IPaaS, plancraft can reliably feed high-intent conversions back into Google, LinkedIn, TikTok and Bing – and iterate on bidding strategies without worrying about broken attribution.

  4. Channel taxonomy and reporting that is finally aligned with how the business thinks:
    A MECE channel and sub-channel taxonomy spans UTMs, CRM picklists and self-reported categories, so finance, marketing and sales are now looking at the same breakdown when they discuss CAC, payback and channel mix.

  5. Internal team enabled to run and extend the system:
    Documentation, handover sessions and a clear workflow map mean plancraft’s own team can operate the attribution engine, add new channels, and adapt to future product or funnel changes without starting from scratch.

“Before this project we had bits and pieces of tracking, but no reliable story from first touch to revenue. YOYABA helped us design and implement a clean attribution engine on top of HubSpot and our product. Today we can actually see which channels create valuable signups & pipeline and make budget decisions with confidence.”

Artur Gutjahr
Head of RevOps
Artur Gutjahr

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Summary
plancraft is a SaaS platform for trades and construction businesses, helping small and mid-sized craft companies digitise their workflows, from offers and invoices to time tracking and project management. The company grows primarily product-led, supported by a mix of search, paid social, partner channels, and brand activities.
Industry
trades and construction
Headquarters
Hamburg, Germany
Company size
130+ employees
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