Analytics & attribution
Know what happened.
Know what to do next.
Alchemy IBS Private Limited connects website events, advertising reports and CRM outcomes into a more useful measurement system. We separate what the data records from what it can reasonably explain.
Different numbers can be answering different questions.
An advertising platform may credit an interaction within its attribution window. Website analytics may record a session or event. A CRM records a sales outcome. These systems do not become comparable just because each report uses the word conversion.
We start with definitions, event quality and the business question. A dashboard built before those decisions can make an inconsistent dataset look convincing.
Three views. One working explanation.
| View | What it records | What it does not establish alone |
|---|---|---|
| Advertising | Platform-attributed activity | Incremental revenue caused by the campaign |
| Website | Observable visits and interactions | Every offline conversation or sale |
| CRM | Recorded lead and sales progress | Complete exposure to marketing |
Trace the gaps before drawing the chart.
- Define events. Agree which actions matter and when each should be counted.
- Check collection. Test tags, forms, consent behavior and duplication.
- Connect records. Carry source context into the operational system where possible.
- Reconcile. Explain differences in periods, definitions and attribution.
- Report decisions. Show what changed, what remains uncertain and what to investigate next.
Attribution is useful. It is not proof of causation.
Tracking can help you understand a journey without observing every influence on it. Consent, multiple devices, phone calls and incomplete sales records all affect the picture.
Where a result needs stronger evidence, the question may require a controlled experiment or a different analysis. We do not relabel attributed revenue as revenue caused by marketing.
An audit you can act on.
The agreed scope can cover event definitions, analytics configuration, conversion tracking, CRM source fields, reporting consistency and prioritised repairs. We separate technical fixes from questions that need better operational data.
You retain a clear account of the limits as well as the findings. That is part of a useful measurement system, not a qualification buried below a chart.
Give the numbers a common meaning.
Read the attribution guide · Explore CRM operations · Request a growth audit