Reporting, Attribution, and Traffic Quality
Connect media delivery to engaged visits, qualified leads, CRM stages, revenue, and transparent client-ready reporting.
Aug 18, 2026
What Is a North Star Metric? Why Most Businesses Are Tracking the Wrong KPI
Learn what a North Star metric is, why cost per lead and short-window ROAS can mislead your team, and how to choose the KPI that reflects real business growth.
Read resourceJul 6, 2026
Why Meta Ads Are Underreporting Results (And How Conversion API Fixes It)
A practical guide for agencies using Meta Conversion API, first-party CRM data, and qualified outcome signals to improve attribution and optimization.
Read resourceJun 30, 2026
Maximize Your CRM: The Overlooked Powerhouse in B2B Advertising
Discover how to turn your CRM into a strategic asset for marketing and advertising success. Learn why organizing your data is crucial to improve ROI and targeting precision.
Read resourceApr 10, 2026
Moving the Needle: How to Find and Fix Your Leaky Advertising Funnel and Increase Revenue
Are your digital ads running but revenue still isn't where it should be? The problem almost certainly isn't your budget — it's a leak somewhere in your marketing funnel. We break down the three funnel buckets every business needs to diagnose, the exact metrics to watch in each one, and the specific needle movers to implement when the numbers are off.
Read resourceFeb 25, 2026
The No-Fumble Handoff: How to Align Sales and Marketing for Better Lead Quality and Faster Close Rates
Are your leads fumbling at the handoff between marketing and sales? In this episode of the EIC Podcast, we break down exactly how to build a no-fumble lead handoff system that improves lead quality, accelerates your pipeline, and gets sales and marketing finally working from the same playbook.
Read resourceFeb 3, 2026
The Complete Guide to CRM Funnel Setup: Stop Flying Blind and Start Closing Deals
Most businesses invest heavily in lead generation but have no system for qualifying, nurturing, or tracking those leads through to closed deals. In this episode, we reveal the exact CRM funnel setup that separates world-class marketing from amateur operations.
Read resourceDec 18, 2025
How to Track Your B2B Advertising ROI: The Complete Guide to UTM Tracking and Deal Attribution
Can you tell which specific ad campaign closed that $50K deal? If not, you're leaving money on the table. We reveal the complete system for tracking every advertising dollar to every deal closed—no more guessing which campaigns actually drive revenue.
Read resourceDec 6, 2025
B2B Lead Scoring for Paid Media and Sales
Build a transparent B2B lead scoring model that separates account fit, buyer behavior, data confidence, and sales validation.
Read resourceNov 26, 2025
Value-Based Bidding for B2B Paid Media
Learn how agencies prepare CRM stages, conversion values, identity matching, and QA before using value-based bidding in B2B paid media.
Read resourceNov 11, 2025
ROAS vs. Revenue: A Paid Media Reporting Guide
Understand the difference between ROAS and revenue, when each metric helps, and how agencies connect ad-platform reporting to business outcomes.
Read resourceOct 28, 2025
Don't Cut Off Your Best Marketing Channels!
Are you only tracking last-click attribution? Then you're probably cutting off your best marketing channels without even knowing it. In this episode of Click and Order, Mike and Dustin break down the attribution trap that 90% of B2B marketers fall into—and show you exactly how to fix it.
Read resourceAug 5, 2025
The Marketing Dashboard Question Every Business Owner Should Ask
Are you spending thousands on marketing but can't quickly answer if it's actually working? You're not alone. In this episode, Mike and Dustin reveal the exact dashboard structure they use with clients to turn scattered marketing data into actionable insights. You'll see real dashboard demos and learn the 3 critical questions every marketing dashboard must answer.
Read resourceJun 30, 2025
Stop Tracking the Wrong Metrics: A Guide to B2B Marketing Funnel Metrics That Actually Drive Revenue
99% of marketers judge awareness campaigns by conversion rates. It's like using a thermometer to measure distance. In this episode, we break down: Why your cost-per-lead obsession is killing growth The exact metrics to track at each funnel stage How better creative beats conversion optimization Real case study: 15¢ to 2¢ cost-per-view = 10x revenue
Read resourceJan 6, 2025
The Hidden Math Behind Profitable Marketing: Why ROI Tracking Isn't Optional Anymore
Stop throwing money at marketing without knowing if it works! In this episode of the Click and Mortar Podcast, Mike and Dustin from EIC Agency break down exactly how to track and calculate your marketing ROI. Whether you're just starting out or looking to optimize your current tracking systems, this episode gives you the exact formula for success.
Read resourceJan 13, 2026
How Bot Traffic Is Draining Your Digital Ad Budget (And What You Can Do About It)
Up to 50% of digital ad spend is wasted on bot traffic. Learn the tools and strategies we use to detect and eliminate fraudulent traffic for our clients.
Read resourceDec 6, 2024
EIC Agency Podcast: Dr. Augustine Fou talks Bots and Other Digital Advertising Pitfalls
Dr. Augustine Fou reveals the hidden world of digital ad fraud: 50% bot traffic, fake audiences, and how small businesses can protect their marketing dollars. Learn insider strategies to combat bot fraud, understand true ad performance, and maximize your advertising ROI. Uncover the truth behind programmatic advertising, audience targeting, and conversion metrics.
Read resourceNov 14, 2024
How Agencies Can Detect and Reduce Bot Traffic in Paid Media
Learn how agencies can identify bot traffic, separate suspicious activity from poor-fit users, protect lead quality, and report traffic-quality evidence responsibly.
Read resourceConnect the topic to delivery