Propel Book a call

Make the budget call with people who’ve made it before

Most measurement makes marketing fit around it. We’re an agency that builds measurement for the campaigns and channels you run, and keeps iterating as they evolve.

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  1. Podcast Hears about you
  2. Meta video ad Watches, doesn’t click
  3. Blog post Reads it on another device
  4. Webinar Joins from an email
  5. What attribution commonly sees Brand search Gets all the credit
  6. $40k deal Won in your CRM

Your reporting says one thing. You know the reality is different.

  • Direct looks like your biggest channel

    A big share of signups lands there, with no sign of where they came from.

  • Search takes the credit

    For demand your podcast, video or TV created.

  • Paid social looks weak

    People see the ad and come back later, without clicking.

You know the numbers are off, but you can’t prove it or change how they’re calculated. Usually because the measurement was built for someone else:

Attribution toolsCredit one channel per conversion, and won’t show you how.
Your data teamHas a backlog full of other teams’ requests.
MMM, incrementality and brand liftValuable, but the results sit apart from everything else you look at.

When it stops being just a reporting problem

Most teams live with imperfect reporting for years. It becomes a business problem when there’s a budget decision riding on it. That usually happens in one of three ways.

01

You want to spend more

Before adding budget, you need to know which channels can take it. Otherwise more money goes to the wrong places.

02

Your spend feels inefficient

Part of your budget isn’t working, but you can’t tell which part. Cut the wrong channel and you often find out a quarter later.

03

You have to move away from search

Search gets harder to grow as people turn to LLMs. The budget moves into channels your attribution doesn’t see, and you’re moving money blind.

In each case, measurement costs a small share of the budget it helps you steer.

Who we work with

Marketing teams whose attribution misses a lot of what they do: channels that rarely get a click, customers who take months to buy, or revenue that only shows up later in a CRM or billing system. Most of them look like one of these.

B2B with long sales cycles

Journeys that run for months, across several people, ending in a sales conversation.

How we measure B2B journeys

Mobile apps

Installs measured through an MMP, little click data since ATT, and paid social doing most of the work.

Subscription products

Trials, renewals and churn, where the first conversion tells you little about what a customer is worth.

Brands with offline or brand-heavy media

TV, out-of-home, podcasts and sponsorships that create demand but rarely get a click.

Workshop: how to defend the channels your attribution can’t see

Fintech and regulated industries

Data that can’t leave your environment, strict consent rules, and compliance teams who need to sign off on how it’s built.

A measurement team fully dedicated to marketing

Propel is run by a marketer and a data engineer, and marketing measurement is all we do. We’ve solved these problems plenty of times before, so we move faster. And you get judgement, not just a report.

Barbara Galiza

Barbara Galiza

Marketing

Nearly 15 years in marketing measurement, at brands like Microsoft, WeTransfer and Mollie. Writes the 021 Newsletter on attribution and measurement.

Knows where Meta, Google, TV, podcasts and partnerships show up in data, and where they go missing.

  • What to measure
  • How to read it
  • What to do next
Timo Dechau

Timo Dechau

Data engineering

Builds the tracking and data systems marketing teams can trust, for companies like Amplitude, Shimano, Cricut and Audible.

Knows the stack: GA4, Amplitude, Mixpanel, Segment, dbt, Snowflake, BigQuery and the ad platforms.

  • Pipelines
  • Models
  • Infrastructure

We work with a maximum of six clients at a time. That way both of us stay involved in every project, and your measurement gets senior thinking, not a template. Taking on more clients would mean less of that.

Marketing first, measurement second

We’ve spent years building measurement for marketing teams, and the same thing keeps going wrong: measurement gets designed first, and marketing has to bend to fit it. We do it the other way round.

01

We start from your marketing

What you run, what you’re planning and the decisions you need to make come first. Then we work out what to measure.

02

We build on what you have

Your events, survey, naming and UTMs. We start with what’s there and tell you which gaps are worth closing.

03

You can see how every number is made

Rules in plain language, documented models. You can question any number and get an answer, so you can act on it.

04

We’re honest about the gaps

Data can show where a channel appears in the journey. On its own, it can’t prove that channel caused the sale. We’ll tell you where the evidence is strong and where it’s thin.

Zeffy signups reported as direct or referral

More than half of Zeffy’s signups showed up as direct or referral. We combined their Amplitude data, signup survey answers and ad platform data into one model their marketing team can see and change.

“Now we have something flexible. We can play around with the rules, add new channels, and actually see the impact of what we’re doing.”

Alexandre Piron, Paid Marketing Specialist, Zeffy

Read the case study

Ways to work with us

Every project is scoped around your marketing, after the first call. Most take one of these three shapes.

Fractional measurement team + managed infrastructure

Ongoing, monthly

We become your marketing measurement team, and build and run everything in our infrastructure. No data team needed.

Best for: teams without the data resources or expertise to build it themselves.

Usually includes: One view of your customer journeys, a call every two weeks to plan measurement before each launch, and the infrastructure and monitoring to run it.

Measurement setup

Fixed scope

We build the same foundation with your data team, in your own infrastructure.

Best for: a strong data team that wants full ownership, for example for regulation.

Usually includes: Pipelines, models and attribution in your warehouse, reporting in your BI tool, and documentation.

Measurement audit

Fixed scope

A second set of eyes on how you measure marketing today.

Best for: confirming a suspicion, building a case for leadership, or answering one question before investing.

Usually includes: Answers, a walkthrough with your stakeholders, and a roadmap of what to fix first.

How we build the marketing data foundation

What you have with Propel-built measurement

Whether we run it in our infrastructure or build it in yours, this is what your team can end up with.

The journey, not one touchpoint

Every touchpoint we can connect, across sessions and devices, joined to pipeline and revenue from your CRM or billing system. Instead of crediting whatever came last, you can see what a customer did on the way to a deal, and how that differs by channel, segment or campaign.

One customer’s journey · Illustrative example

  1. Hears about you on a podcast
  2. Sees a Meta video ad
  3. Reads a blog post
  4. Downloads a whitepaper
  5. Joins a webinar
  6. Searches your brand name
  7. Books a demo
  8. Won opportunity: $40k

What your reporting says

Branded search.

What more sources can add

The blog post and whitepaper, once their sessions are connected. The webinar and the won deal, from your CRM. The podcast, because they mentioned it when booking the demo. The ad is harder: it shows up at channel level in MMM or a lift test, not in this one journey.

What still needs judgement

Which of these made the difference. Data alone can’t tell you that, and we won’t pretend it can.

Better signals for your ad platforms

Ad platforms optimise on whatever you send them, and usually that’s a signup or a form fill. We send back what you actually care about, like qualified leads, deal stages and revenue, so Meta and Google bid for the customers you want, not just the cheapest conversions.

Today

The platform sees a form fill and finds more people who fill in forms.

With better signals

The platform sees which form fills became pipeline, and finds more of those.

One view instead of competing reports

Most teams end up with an attribution report, an MMM and a few lift tests that all say something different. We bring MMM and incrementality results into the same view as your journey data, and show where they agree and where they don’t. The conversation moves to decisions, not which report to trust.

How triangulated attribution works

Incrementality tests, designed and fed back in

When the data can’t settle a question, we test it. We design the test with you, analyse the results, and feed them back into the model. So the next budget decision uses what the test found, not just what the tracking saw.

Ask your data in Claude

We build a semantic layer over your marketing data and connect it to Claude through MCP. It documents what each metric means, how channels are defined and how revenue is joined. So anyone on your team can ask a question in plain English and get an answer that matches your reporting. No dashboard to learn, no ticket to file.

Illustrative example

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Questions we usually get

How is this different from an attribution tool?

We’re a measurement team, not a tool. A tool gives you its model and asks you to fit around it. We design measurement around the campaigns and channels you run and how your customers buy, and combine sources a tool won’t.

We already have a data team. Why would we need you?

They keep the platform. We build the marketing layer on top, so it doesn’t sit in their backlog. If you’d rather they own it, we build it with them.

Why not hire someone instead?

You could. It usually takes an analytics engineer, a measurement analyst, months of recruiting and infrastructure. We’re one team that already knows the problem.

Do you replace MMM?

No. We bring MMM and incrementality results into the same view as your journey data, so you’re not left with two answers that don’t agree.

Can you tell us exactly how much revenue each channel drove?

Not exactly, and we’d be wary of anyone who says they can. We can show where each channel appears in the journeys that turn into revenue. That’s usually enough to make a much better budget call.

How long until we see results?

Roughly a month for the first standard data sources, two if they’re custom or there are many.

What if we want to leave?

Everything we build is yours, in dbt, with nothing locked to us. We spend 30 days handing over the data, models and documentation.

What do you need from us?

A few discovery workshops with your marketing and data people, and access to the tools in scope.

Who isn’t a good fit?

If you only run paid search, want a tool rather than a team, or already have a data team covering marketing well, you probably don’t need us.

What don’t you do?

Tags and pixels on your site, predictive models like lead scoring, and certainty. We help you make better calls with the data you can get.

The first call is for us to work out whether Propel is the right fit.

If we think it is, we book a second call. If we don’t, we’ll tell you.

01

First call: is it a fit?

A 30-minute diagnostic. We ask about your channels, budget, how you measure today and what’s changed.

02

If we think it’s a fit, we do the homework

The team goes through what you shared, works out where your measurement is likely falling short, and puts together our recommendations.

03

Second call: our insights and our take

A few days later, we walk you through what we found, what we’d do next and why, the scope and the price. It should be useful even if you don’t work with us.

Propel