Voys’ tracking software almost convinced them to turn off their most profitable channel. Here’s how we fixed it

Standard B2B tracking couldn’t see long buying cycles. Magpie proved LinkedIn was creating high-value leads the dashboard missed.

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+15%

Leads

-30%

Cost per attributed lead

-30%

Cost per attributed lead

What the marketing dashboard said

Standard B2B tracking showed that channels like LinkedIn were underperforming or too expensive per lead. Based on that, investing further in upper-funnel LinkedIn spend looked hard to justify.

What Magpie actually showed

B2B cycles run weeks or months. People who saw an ad on LinkedIn were converting later, through completely different channels, and LinkedIn got no credit for it. By pausing LinkedIn in specific regions and tracking what happened to leads overall, we proved it was generating high-value business leads the dashboard simply couldn’t see.

The blind spot

Voys knew their LinkedIn ads were helping, but their tracking software couldn’t handle long B2B buying decisions, sales events, or delayed phone calls. This created a disconnect between what the dashboard reported and what was actually happening in the business.

What Magpie did

We built a measurement framework tailored for long sales cycles, combining real-world tests with custom modeling to show which channels truly create leads.

Regional geo-testing: we turned off ads in specific regions to see how many leads disappeared when LinkedIn was off, giving clean proof of its real impact over longer decision cycles.
B2B Bayesian MMM: a custom Marketing Mix Model built for business sales, fed with seasonality, sales events, and team inputs, so budget choices were guided by true lead growth rather than direct clicks.
Long-window attribution: we stretched the tracking timeline so campaigns got fair credit for buyers who took weeks to decide. This removed the unfair bias toward quick-click channels.

The result

Voys confidently cut underperforming channels and safely scaled up their LinkedIn investment. This delivered a 15% boost in total leads, cut 20% of wasted budget, and dropped their cost per attributed lead by 30%.

With the growing complexity of the customer journey, measuring incremental channel value is increasingly difficult, often shifting focus to short-term ROAS. Magpie Technology acts like your in-house data science team, offering insights and tools to uncover true impact, so your budget works harder and ROI improves.

Voys