Attribution & Data

4 articles for B2B event services operators.

2 May 2026

Your CRM said "source unknown." Here's what actually happened.

A £180,000 event contract the analytics never saw coming. The story of the touchpoints your CRM will never log, and how to read them anyway.

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4 Nov 2025

Universal Attribution for Event Businesses: Track Every Lead Across Any Form Tool

Why event businesses need universal data enrichment when using third-party forms—and how to preserve UTMs, tracking parameters, timezone data, and complete customer journey attribution regardless of…

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6 Oct 2025

Meta's Incremental Attribution: Why Event Businesses Need to Stop Chasing First-Order Profit

Meta just rolled out a feature that fundamentally changes how event businesses should think about their advertising. It's called incremental attribution, and it validates something we've known for…

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9 Sept 2025

Most Event Companies Measure Success Wrong - Here's The Data That Changes Everything

I watched an audio-visual company burn £4,500 on Google Ads without generating a single lead.

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