DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
Google's Data Manager Overhaul: What the Migration Means for Your Pipeline
Google quietly broke offline conversion imports for dormant developer tokens, and if your CRM-to-Ads pipeline went silent without anyone noticing, you're not alone. The Data Manager migration isn't a routine API bump, it's a structural shift that exposes every fragile handoff between your CRM, consent layer, and ad accounts.
AI Max for Search: The 10-Click A/B Test That Demands a CFO-Grade Hypothesis
Google's AI Max auto-upgrades hit in September, and that shiny 10-click A/B test setup won't save you if your hypothesis is garbage. The real question: can you defend your results in a pipeline review, or just in a dashboard screenshot?
Your "Winning" Campaign Might Be Lying to You
That 4X ROAS on your dashboard? It might be a beautiful lie. I've watched marketing teams kill their best-performing campaigns because they couldn't wait for the data to mature, and the attribution window problem is why.
Google Ads API v25.1: The Measurement Upgrade Your CFO Has Been Waiting For
Google's API v25.1 finally gives B2B marketers programmatic access to Brand Lift and Conversion Lift data, the incrementality metrics your CFO actually cares about. With AI Max migration dates now visible in the API, you have a narrow window to establish baselines before everything changes.
GA4's Custom Attribution Windows: The CFO Conversation You've Been Avoiding
Your CFO wants to know why Google Ads and GA4 show different conversion numbers. The January 2026 update finally lets you set attribution windows per conversion type, here's how to use it to build measurement your finance team will actually trust.
Google's Campaign Data Import Validation Report: A Bidding Control Fix, Not a Reporting Feature
Your Smart Bidding strategy is optimizing against broken data and you don't even know it. Google's new validation report catches missing costs, clicks, and impressions before they sabotage your automated bidding, here's how to use it before your next budget review turns into a blame game.
Local Customer Optimization in Performance Max: What the CFO Needs to See Before You Flip the Switch
Google's new local customer optimization for Performance Max sounds like a CAC win, but the math gets complicated fast. Before you flip the switch, here's exactly what your CFO needs to see, and the pilot structure that will actually prove the case.
Google Ends API Support for New Smart Campaigns: What B2B Teams Need to Know Before the Cutoff
Google's killing API support for new Smart Campaigns, and if your B2B team relies on programmatic provisioning, you've got homework to do. The migration to Performance Max or AI Max isn't optional, but it's also your chance to finally fix that lead quality problem you've been ignoring.
Google Ads API v24.2: What the New Fields Mean for Your Pipeline Forecast
Your CFO wants an audit trail for AI-generated ad copy. Your RevOps lead needs cleaner Demand Gen attribution. Google's v24.2 release addresses both, here's what the new fields mean for your pipeline reporting.