Case Study: ZeniMedia

How we unified conversion metrics across multiple platforms for a marketing SaaS startup

Company Overview

Industry & Size:

  • ZeniMedia is a marketing-focused SaaS startup with ~50 employees.

Business Model:

  • Helps e-commerce brands run targeted ad campaigns on Google, Facebook, and Instagram.
  • Uses an analytics-heavy approach to measure and optimize conversions.

Data Environment:

Google Analytics (GA4) for site traffic and ad performance

CRM (SalesFlow) for lead and deal tracking

Facebook & Instagram Ads dashboards

In-house conversion scripts feeding a MySQL database

The Challenge

Conflicting "Conversion Rates"

GA4 includes "email sign-up" as a conversion, Facebook Ads counts "purchase" as a conversion, and SalesFlow handles partner versus web leads differently.

Siloed Analytics

The marketing manager struggles to produce a single "blended conversion rate" as each platform uses different definitions and time windows.

Disconnected Sales & Marketing

SalesFlow's qualified leads never align with GA's goals, leading to recurring disputes in leadership meetings.

Why ZeniMedia Called Metric Harmony

ZeniMedia needed a quick, lightweight fix rather than a massive data warehouse or month-long governance project. They learned that Metric Harmony could unify the top conversion-related metrics in just 2 weeks by focusing on human-centric stakeholder interviews.

This approach was especially attractive because it would help bridge the gap between the front-end data (ad clicks, sign-ups) and the back-end "qualified leads" in the CRM.

Engagement Scope

Key Metrics to Align:

  1. Overall "Conversion Rate" (the blended version)
  2. Lead Definition (what qualifies as a true lead)
  3. Ad Attribution (which funnel stage belongs to which platform)

Duration:

2 weeks total, with an optional retainer for ongoing adjustments.

Deliverables:

  • A Notion-based document showing each metric's official formula, disclaimers, and designated ownership.
  • Clear differentiation between "Qualified Conversion Rate" and early-funnel or partial leads.
  • A monthly check-up plan to maintain consistent definitions.

Process & Key Activities

1

Interviews & Discovery

  • Interviewed the marketing manager, product analyst, sales lead, and CEO to understand how each channel (GA4, Facebook Ads, CRM) defines "conversion."
  • Mapped out 3–4 friction points, such as GA4 counting email sign-ups versus CRM's focus on qualified leads.
2

Metric Definition Workshop

  • Held a 90-minute meeting with marketing, sales, and the CEO to review side-by-side conversion logic from each platform.
  • Created a concept for a "Qualified Conversion Rate" that merges ad clicks with CRM-qualified leads, and clearly labeled exclusions.
3

Documentation & Linking

  • Drafted a concise "ZeniMedia Marketing Metrics Wiki" in Notion, listing each conversion-related metric with its data sources and disclaimers.
  • Proposed a monthly 30-minute review to update or refine definitions as needed.

Results & Insights

  • Single "Qualified" Conversion Rate: The CEO now sees one standard metric, "Qualified CR," with clear guidelines on what's included.
  • Better Coordination: SalesFlow's qualified leads are now clearly distinguished from early-funnel sign-ups, streamlining cross-team reporting.
  • Shared Language: The marketing manager references the Notion doc whenever discrepancies arise, and the CFO quickly reviews disclaimers in monthly reports.

Reflection & Takeaways

Fast Alignment Without Heavy Infrastructure

ZeniMedia achieved clarity on top metrics in just 2 weeks.

Unity & Trust

Sales, marketing, and product teams now use a single, agreed-upon definition for conversions.

Future-Ready

Consistent definitions now provide a strong foundation for scaling analytics and avoiding future data conflicts.

Tired of juggling multiple "conversion rates" from different ad platforms?

In just a 2-week sprint, we can unify your metrics—no heavy lift required.

Book a Free 15-Minute Discovery Call