Featured engagement · Fractional CMO + RevOps
HR-tech platform, ₹18Cr ARR, 60-person team.
- Engagement
- Fractional CMO + RevOps
- Duration
- 6 months
- ↓42%Cost per lead, 60 days
- 4.8×Blended ROAS
- ₹3.2CrPipeline influenced
- 6%Signal loss (was 38%)
- 01
Before
Three agencies managing Meta, SEO, and content, each reporting different numbers from three dashboards. A 38% gap existed between what Meta claimed as conversions and what the CRM showed as leads. True CPL was ₹3,800 but the team was making decisions using an "official" ₹2,100 figure. ₹22L/month in spend, no confident channel attribution, and weekly marketing-sales stand-offs about lead quality.
- 02
Approach
Ran a two-week attribution audit and identified the gap as browser pixel signal loss, ITP restrictions and ad blockers degrading the Meta Pixel in the browser. Built a server-side GTM container and connected it to Meta Conversions API, deduplicated against browser events, and passed first-party enrichment (email, phone hash, user_data). Then wired one attribution chain from click to closed-won: GTM → GA4 → HubSpot → Looker. Rebuilt the Meta campaign architecture from broad traffic campaigns to value-based Advantage+ sets using CAPI-enriched purchase events as optimization signals. Defined MQL/SQL jointly with the sales team and built a 14-signal lead score in HubSpot.
- 03
After
Signal loss dropped from 38% to 6% within three weeks of CAPI launch. Meta's algorithm immediately had cleaner data, CPL fell 42% in 60 days without any creative change. Blended ROAS reached 4.8× by month 3. ₹3.2Cr of pipeline was traced to specific campaign groups for the first time. The channel-credit argument between marketing and sales stopped because both teams were reading from the same Looker dashboard.
Interactive
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