Case Study · B2B SaaS · Fleet Fuel & Spend Management

Giving Fillip clean, multi-touch attribution across direct, partner, and association channels.

We rebuilt Fillip’s measurement across Webflow, HubSpot, and partner funnels so the team could finally see which channels, partners, and campaigns were driving qualified fleet accounts—not just form fills.

CanadaB2B SaaS · FintechScale-upNorth America

Attribution coverage

→ ~100%

Partner + direct funnels included in a single measurement view.

Lead → approved visibility

Full funnel

Lifecycle stages visible from first touch through approval.

Wasted spend

Down

Budget moved away from low-quality channels toward proven segments.

Fillip Fleet

B2B SaaS · Fleet Fuel & Spend Management

Primary goals

Clean, compliant analytics that matched internal numbers and unlocked confident decision-making.

TAO focus areas

Track: measurement architecture. Analyze: reconciled reporting. Optimize: budget + funnel decisions.

01 · Company context

Why they came to Analytico.

Fillip offers a modern, card-based fuel and spend solution for fleets. Most demand came from performance marketing, partner programs like Circle K, and association deals—each with their own landing pages and flows.

The marketing team had GA4, Google Ads, and HubSpot set up, but couldn’t clearly see which touchpoints led to approved accounts. Partner funnels and redirects made attribution even noisier.

02 · Key challenges

What wasn't working before we started.

Multiple domains and partner-hosted landing pages broke standard GA4 attribution and funnels.
HubSpot lifecycle stages (lead → MQL → opportunity → customer) weren’t consistently mirrored in GA4.
Google Ads and GA4 disagreed on conversion volume, with offline approvals not reliably connected back to campaigns.
Circle K and other partner programs had bespoke URLs and tracking, but no unified measurement framework.

03 · How we approached it

Track, Analyze, Optimize—applied to a real-world stack.

We didn't just patch tags. We engineered the measurement layer, verified it against reality, and then used it to guide budget and product decisions.

Track

Engineer the data foundation.

Ran a GA4 + GTM audit to map every existing event, conversion, and integration with HubSpot and Google Ads.
Redesigned the event schema around the B2B lifecycle: account created, KYB submitted, approved, activated, and first spend.
Implemented partner-safe tracking patterns for Circle K and other referral sources, preserving attribution through redirects.
Validated GA4 and Ads conversions against HubSpot deal stages and internal reporting.

Analyze

Turn events into decisions.

Built views in GA4 and Looker Studio to break down performance by channel, campaign, partner, and association.
Created cohorts based on deal size and industry to see which sources produced not just more leads, but better fleets.
Reconciled HubSpot lifecycle data with GA4 to create a shared funnel view from first touch to approved account.
Exposed leakage points: where high-intent traffic stalled in the KYB/compliance process.

Optimize

Invest where it truly moves the needle.

Shifted bidding and budget decisions to focus on qualified, approved accounts—not just demo requests.
Identified top-performing partner and association channels and created playbooks to replicate that performance.
Helped marketing refine messaging and landing experiences for key fleet segments based on qualitative + quantitative insight.
Set up ongoing measurement guardrails so new partner pages or campaigns wouldn’t quietly break attribution.

04 · Outcomes

What changed after implementation.

Fillip went from treating all conversions as equal to optimizing for fleets that actually activated and used the product.

Partner and association programs could finally be compared apples-to-apples with performance channels.

Marketing, sales, and leadership aligned around one measurement story instead of stitched spreadsheets.

Attribution coverage

→ ~100%

Partner + direct funnels included in a single measurement view.

Lead → approved visibility

Full funnel

Lifecycle stages visible from first touch through approval.

Wasted spend

Down

Budget moved away from low-quality channels toward proven segments.

05 · Stack & architecture

The measurement stack we worked with.

We don't push a single vendor stack. We work with the reality of your tools and evolve toward a clean, resilient architecture over time.

WebflowGA4Google Tag ManagerHubSpot (CRM + forms)Google AdsLooker Studio

Services included

This engagement pulled from multiple parts of our Track, Analyze, and Optimize framework.

GA4 & GTM audit
B2B lifecycle measurement design
Partner / referral tracking architecture
HubSpot ↔ GA4 alignment
Reporting & attribution layer

Talk through a similar project See more case studies

Next step

Want this level of clarity in your own stack?

We'll review your current tracking and reporting, share the most relevant case studies, and outline a path to reliable, decision-ready data for your team.

Book a measurement review See how we audit GA4