Go back to Success Stories

plancraft

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.

“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

How plancraft built a CRM-First Hybrid Attribution System for Product-Led Growth

plancraft

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.

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

Challenges

At the beginning of the collaboration, plancraft faced 6 core challenges:

‍

  1. Fragmented entry points & inconsistent tracking: Users could start their journey on multiple domains (plancraft.com, Webflow landing pages, the web app itself). UTMs, referrers, and click IDs were not handled consistently, leading to many sign-ups being classified as “direct / unknown”.

  2. No durable first-touch memory: The first source that brought a company to plancraft was often lost after a few sessions or overwritten by later touches, making it hard to understand which content or channels actually initiated the customer journey.

  3. Self-reported sources were underused: plancraft collected qualitative “How did you hear about us?” information in free-text fields and sales notes, but these weren’t normalised or connected cleanly to Companies and Deals, so they rarely made it into reporting.

  4. Limited visibility from ad click to revenue: Several platforms (Google, Bing, Meta, LinkedIn, etc.) drove leads, but click IDs and campaign parameters weren’t reliably persisted into HubSpot or tied to opportunities and closed-won revenue. Offline conversion uploads were partial and not standardised.

  5. Inconsistent event schemas across GTM, web, server and CRM: Event names and parameters differed across web and server-side GTM containers, forms, and HubSpot workflows, making it difficult to create one coherent reporting layer or use the same definition of a “conversion” across tools.

  6. No MECE channel taxonomy. Channel and campaign naming grew organically over time. Without a mutually exclusive and collectively exhaustive (MECE) taxonomy, performance data was scattered across many overlapping labels that couldn’t be easily rolled up for strategic decisions.
plancraft

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
Read more
plancraft

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

Creative showcase

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
Share this Success Story
Speak with experts, Not with sales.
Book a call now

Creative showcase

Other customer stories

View all Success Stories

10x pipeline with 25% win rate in 9 months

Zur Success Story

Scaling without limits through improved CRM & Revops

Zur Success Story

126% Pipeline Increase with SEO, AI & Thought Leadership

Zur Success Story
Alle Fallstudien anzeigen

Deine Strategie für mehr Demand, Pipeline und Revenue

Revenue marketing increases your inbound conversions and ensures measurably more qualified leads, pipeline and profit. Click on the link below to book a strategy call today.

Strategy Call
Contact