The Challenge
Midwest agency Make The Turn had driven rapid growth for a custom sporting goods supplier through social media and brand campaigns. However, when they introduced Google Ads, the client—already skeptical of paid search—questioned lead quality. They wanted clarity on who the leads were, whether they converted to sales, and the value of those sales. Without detailed attribution, the agency struggled to validate the ROI of their efforts.
“Being able to go in and show a client, ‘Here’s the number of quotable leads you got last month, here are the sales numbers.’ That’s how we justify the work we do for clients. And there really is no price you can put on that as far as how valuable it is to us.”
The Solution
Make The Turn implemented WhatConverts to gain comprehensive lead tracking and attribution capabilities. This allowed them to:
- Drill down into individual lead details, connecting online leads to in-person customers.
- Attach specific sales data to each converted lead, providing clear revenue attribution.
- Utilize a white-labeled dashboard, offering the client 24/7 visibility into lead performance.
With over 70 data points per lead, the agency could now demonstrate the direct impact of their marketing efforts on sales.
“There really wasn’t a way to quantify the true lead quality that we were getting them. We were just showing them these mystery numbers on a sheet, not knowing if these were real, quality leads and what the end result of these calls were.”
The Results
By leveraging WhatConverts, Make The Turn achieved a 67% lead-to-MQL conversion rate within a few months. The client could see real-time results, identifying leads by name and tracking their journey from inquiry to sale. This transparency not only improved the sales team's effectiveness but also strengthened the client-agency relationship.
“What’s been really great is being able to pull up the dashboard and show the client, ‘This lead was Keith who came in last week and he booked this custom bag fitting, leading to this amount in sales.’ What we had before didn’t provide this level of reporting, so they’ve been over the moon happy with us because of this."
Why It Matters
Transparent lead tracking and attribution empower agencies to validate their impact, optimize campaigns, and build lasting client trust.
