Brandon Dossantos

I build attribution systems that give agencies leverage, clarity, and proof | Request a Signal Audit →

[Brandon Dossantos @realizingdata]

Your ad platforms are only as smart as the signals you send them.

[Brandon Dossantos @realizingdata]

@borjafat SKILL

[Brandon Dossantos @realizingdata]

90% of CRM data aren’t being used.

The biggest opportunity is turning your CRM data into a growth and revenue engine your ads can learn from.

[Brandon Dossantos @realizingdata]

Ad agencies are slowly realizing they’re becoming data companies whether they want to or not.

The problem is most are still underbuilt for the shift.

They know enough to feel the pain:

- broken attribution
- disconnected CRM data
- unreliable reporting
- platforms optimizing on web signals only

But not enough to build durable infrastructure internally.

Anyone else coming to the same conclusion?

[Brandon Dossantos @realizingdata]

@Jonny_J_ @analyticsnerd What would the propensity model be based on for B2B clients where the sales cycle is longer than 90 days?

[Brandon Dossantos @realizingdata]

Bad signals create expensive decisions.

[Brandon Dossantos @realizingdata]

The longer a company grows, the more expensive bad data becomes.

At some point, the business stops needing more traffic.

It starts needing more truth.

[Brandon Dossantos @realizingdata]

The best signal is usually the highest quality signal that still has enough volume for the platform to learn.

Most companies get this wrong.

They either optimize on low quality signals that don’t predict revenue or high quality signals that don’t happen often enough for the algorithm to learn.

The goal isn’t more conversions.

It’s teaching the ad platforms what success actually looks like.

Fix the signal.

[Brandon Dossantos @realizingdata]

Most agencies don’t lose clients because of bad ads.

They lose clients because nobody can confidently explain what’s driving revenue.

[Brandon Dossantos @realizingdata]

Most agencies operate on partial truth.

[Brandon Dossantos @realizingdata]

@AlfieJCarter Agents

[RioStack @RioStackApp]

We send CRM revenue data back into Google and Meta so campaigns optimize on revenue instead of leads.

[Brandon Dossantos @realizingdata]

@AlfieJCarter OUTREACH

[Brandon Dossantos @realizingdata]

@DentesLeo In the trenches

[Brandon Dossantos @realizingdata]

Stop measuring marketing. Start measuring revenue.

[Brandon Dossantos @realizingdata]

@daicandev Paying customers

[Brandon Dossantos @realizingdata]

Revenue feedback loops change
performance.

Your CRM has information Google can learn from.

What are you doing to improve your signal quality?

[Brandon Dossantos @realizingdata]

Most attribution tools exist to explain the past, not improve the future.

Dashboards don’t change outcomes.
Signal quality does.

If your CRM and revenue data never reaches your ad platforms, you’re just reporting better guesses.

Fix the signal quality before your clients churn.

[Brandon Dossantos @realizingdata]

Bad signals create expensive decisions and churning clients.

[Brandon Dossantos @realizingdata]

@paolo_scales AUDIT