See the connections that matter.

Clarity: understand what happens before a conversion.

A campaign attracts visitors, but an application form receives fewer completions than expected. An acquisition report tells you where those visitors came from. Behavior observations help the team ask what stood in their way.

Bring the question into focus

Agree on the funnel first: landing-page visit, form start, and successful submission. Review relevant Clarity behavior observations alongside those steps. Look for patterns such as repeated attempts to use a control or people returning to an earlier section.

Make one useful connection

Compare the affected page and campaign with your conversion events using the same date range. Keep observations at the page or cohort level; a behavior pattern is a clue to investigate, not proof of why every visitor left.

A decision this could support: simplify the form instructions, then compare form-start and completion rates after the change. Record the hypothesis and other changes made during the same period.

HubSpot: follow the lead beyond the click.

Marketing sees form submissions. Sales sees qualified conversations. When those teams use different definitions of a lead, a channel can look successful in one report and disappointing in another.

Define the handoff

Write down what qualifies as a submitted inquiry, a qualified lead, and an opportunity. Decide which HubSpot lifecycle stages represent those milestones and who owns corrections when records are incomplete.

Follow a consistent cohort

Compare leads created in the same period, grouped by an agreed campaign or source field. Give newer leads time to progress before comparing them with older ones. Flag missing sources rather than quietly allocating them to a channel.

A decision this could support: review a campaign with many inquiries but few qualified leads. Check the offer, targeting, sales follow-up, and qualification rules together before moving budget.

Semrush: connect search intent with the customer journey.

A search team spots interest in a topic, while another team sees that a related product page generates useful inquiries. Those observations become more valuable when they point to the same audience need.

Connect topics to pages

Group related search queries by intent and map each group to a landing page. Use Semrush research as context for opportunities, then compare it with your own site behavior and conversion records. Estimated search data and first-party outcomes answer different questions.

Choose the next experiment

For a promising topic, review whether the page answers the query and gives visitors a clear next step. Compare outcomes over a suitable period and account for seasonality or other campaigns.

A decision this could support: improve a page that attracts relevant visits but rarely starts a useful inquiry. Judge the change by agreed conversion quality, alongside traffic.

Build the measurement foundation first: read our guide to shared conversion definitions.