Know what your marketing is actually doing for the business.
April Ford is a marketing attribution and reporting agency for Australian businesses that spend real money on marketing but can't say with confidence where their leads and sales come from. We fix the tracking, connect it to your CRM and sales data, and give you reporting that answers the questions your owner, CEO or board actually ask.
It's the most common problem we hear from marketing leads. The agency sends traffic graphs, every platform claims the same sale, the CRM is a mess, and when the budget review comes round there is no clear answer to "what are we getting for this?". We start by making the numbers trustworthy, then build the reporting and the strategy on top.
We work alongside your team and your existing agencies. You keep ownership of the accounts, the data and the dashboards.
Most tracking setups have grown in pieces: a pixel here, a thank-you page there, call tracking that was never connected. We review every form, call, booking and purchase event across your website, ad platforms, Google Analytics 4 and CRM, find what is double-counted or missing, and fix it. Until this is right, every report built on top of it is guesswork, so it is always where we start.
Every platform takes credit for the same sale, and last-click reports undervalue the channels that start the journey. We set up an attribution view that fits how your customers actually buy, from first visit to closed deal, and explain it in plain English so the whole leadership team reads the numbers the same way.
Leads only matter if they turn into revenue. We pass the source, campaign and ad behind every enquiry into your CRM, whether that is HubSpot, Salesforce or something simpler, and map them to your pipeline stages. You can then see which channels bring in customers, not just form fills, and your lead generation campaigns get better signals to optimise to.
Not every sale happens on your website. If customers buy in store, through a retailer, over the phone or through a sales consultant, we agree up front how marketing will be judged: blended measures such as marketing efficiency ratio, store and region reporting, call tracking and brand lift. That way the board knows what proof looks like before the money is spent.
You get a live dashboard for day-to-day decisions and a one-page monthly report for the business: what was spent, what came back, what is working and what changes next. Every metric ties back to an objective agreed at the start, so the conversation is about decisions, not vanity numbers.
Owners often ask what return they should expect, or how much they should spend. We use your own data to set benchmarks for cost per lead, cost per sale and return on ad spend, explain the gap between what the platforms report and what the business sees, and use it to recommend where the next dollar should go, including whether your website conversion rate is the real bottleneck.
Regardless of what platform you use, we cover it all.
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