Your Funnel Isn’t Broken. It’s Blurred.

Why attribution reports are lying, and how FunnelAudit helps you see the real story

Most marketing teams report funnel performance with confidence.Lead-to-MQL, MQL-to-SQL, opportunity conversion. The numbers are neat. The reports look clean.

But ask the sales team where the good leads came from.Ask the finance team which deals can be tied back to campaigns.Ask the RevOps team which sources are consistently repeatable.

Suddenly, the clarity fades. What looked like a structured funnel starts to feel more like a guess.

Attribution Models Can’t Fix Dirty Funnels

Marketers spend months building attribution models. First-touch. Multi-touch. Weighted scoring.But none of that matters if the underlying data is flawed.

Here’s what we find when we audit funnel stages across companies:

• Campaigns misattributed because lead source was overwritten

• Stages skipped due to manual updates or sync delays

• MQLs marked qualified even when they never met criteria

• Duplicate leads that split the signal across multiple journeys

• SQLs with no recorded marketing touch, breaking attribution logic

The result: dashboards show conversions, but the story behind them is incomplete or inaccurate. And when strategy is based on that story, the decisions that follow are misaligned.

FunnelAudit: Where the Numbers Meet Reality

FunnelAudit by Peepal Data is a full structural review of your funnel data. We trace how leads, contacts, and opportunities move through your systems and highlight where definitions are misaligned, data is missing, or tracking is unreliable.

We audit:

• Lead and contact stage definitions in your CRM and MAP

• Funnel entry and exit logic

• Attribution tagging accuracy

• Campaign influence tracking

• Conversion timestamp integrity

• Handoff points between marketing, SDR, and sales

We don’t just give you a better report. We show you where trust in your funnel is compromised and how to repair the breakpoints.

Why This Matters More Than Ever

If you can’t explain how a deal got into the pipeline, you can’t scale it.If your data can’t prove impact, your marketing budget stays in question.If attribution isn’t trusted, your performance story doesn’t hold up.

In a down-funnel economy, clarity isn’t optional. It’s operational.

FunnelAudit helps you stop relying on cosmetic KPIs and start building strategy on real conversion insight.

Outcomes We Deliver

• One client found 27 percent of closed-won deals had zero mapped campaign influence due to tagging gaps

• Another uncovered that 42 percent of their MQLs skipped the defined qualification criteria due to routing errors

• A third rebuilt their entire lead scoring logic after our audit exposed misalignments between personas and pipeline stages

This isn’t reporting. This is root-cause clarity.

You Don’t Need New Tools. You Need Clean Flow

FunnelAudit doesn’t require platform migrations or tool replacements. It simply helps you make your existing systems work as they were intended - aligned, traceable, and ready to scale.

If your funnel reports look good but revenue feels off, it’s time for a second opinion.