Marketing Infrastructure & Paid Acquisition Services
Marketing infrastructure audits, martech implementation, paid acquisition management, and analytics consulting. We fix broken tracking and attribution for B2C and B2B2C companies.
Softpath fixes marketing infrastructure and runs acquisition you can actually measure. Most growth problems are measurement problems in disguise. You cannot optimize what you cannot measure, and you cannot trust decisions based on data you know is wrong.
Three interconnected areas: getting your tracking and tools working correctly, running paid acquisition tied to real business outcomes, and building analytics systems that tell you what is actually happening.
Marketing Infrastructure Audits
We audit your stack, then fix what’s broken.
The audit is a 2-3 week diagnostic covering your tracking implementation, martech architecture, and paid acquisition setup. From there, we handle implementation directly. Most companies discover their tracking overcounts conversions by 15-40% and their martech stack has redundant tools costing thousands per month that nobody uses.
What we examine: Event tracking accuracy and completeness across web and app. Data flow between marketing tools, CRM, and analytics platforms. Pixel health and conversion API implementation. Attribution configuration and its alignment with how your business actually works.
What we fix: Event tracking across web, mobile, and server-side. CDP configuration and optimization (Segment, Rudderstack, others). GA4 setup including the parts Google makes unnecessarily complicated. Conversion APIs for Meta, Google, and TikTok. Integrations connecting marketing data to your CRM and business systems.
What you get: A findings document identifying what is broken, misconfigured, or missing. Prioritized recommendations ranked by impact and effort. And if you bring us in for implementation, tracking you can trust.
The audit pays for itself. Every client we have audited has discovered tracking gaps, measurement errors, or wasted spend they did not know existed.
Paid Acquisition Management
Campaigns optimized to business outcomes, not platform metrics.
We manage paid acquisition across Meta, Google, and TikTok for B2C and B2B2C companies. The difference: we optimize to actual customer value, not in-platform ROAS.
Platform metrics lie. They over-attribute, double-count, and are increasingly modeled rather than measured. We build measurement systems that show true acquisition cost and customer value, then use that data to make real optimization decisions. The metric that matters most is Marketing Efficiency Ratio (MER): total revenue divided by total marketing spend.
What we manage: Full-funnel Meta campaigns from prospecting through retargeting. Google Ads including Search, Shopping, Performance Max, and YouTube. TikTok for brands where the audience and creative fit. Creative strategy and iteration based on actual performance data.
How we approach it: Fix measurement first so we know what is working. Structure campaigns for incrementality testing, not efficiency theater. Focus on contribution margin and LTV, not vanity ROAS. Communicate in business terms, not ad platform jargon.
Monthly spend from $1K to $1M+. Agnostic on budget size, selective on fit.
Analytics & Measurement Consulting
Dashboards people trust. Metrics that drive decisions.
Analytics implementations fail for two reasons: the underlying data is wrong, or the reporting does not answer the questions people actually have. We fix both.
What we build: Attribution models that reflect how your business actually acquires customers, not how platforms want to take credit. LTV and cohort analyses that inform acquisition efficiency decisions. Executive dashboards that answer “how are we doing” without requiring a data team to interpret. Marketing mix models for companies with enough scale and channel diversity.
What we use: BigQuery, Looker Studio, Metabase, or whatever BI tool you already have. We have replaced $40K/year attribution tools with BigQuery views that are more accurate and entirely under client control.
What we don’t do: We are not a data warehouse shop. If you need a full modern data stack from scratch, we can advise on architecture and recommend specialists. We operate at the analytics and measurement layer, assuming reasonably clean data exists or can be created.
How engagements typically work
Infrastructure Audit: 2-3 weeks, fixed scope. The diagnostic that tells you what is broken and what to fix first. Often leads to implementation work, but no obligation.
Implementation Projects: Scope and timeline vary by complexity. Tracking overhauls typically run 4-8 weeks. Martech integrations depend on the systems involved. We scope tightly and communicate constantly.
Ongoing Retainers: For paid acquisition management and continuous analytics support. Monthly commitment, typically 20-40 hours depending on channel complexity and spend level. Scales up or down as needs change.
Pricing: Time and materials, always. We estimate ranges upfront, but project-based pricing does not make sense for work that is inherently iterative. You pay for the time we spend, and we are transparent about where it goes.
Is this a fit?
Softpath works best with companies that have traction but cannot trust their numbers. You have customers, you are spending on acquisition, but you suspect you are leaving money on the table because your measurement is broken or your tools don’t work together.
Not a fit if you are pre-product-market-fit, need a full-service agency for creative production, or want someone to “just run the ads” without caring about measurement.
If you are unsure, let’s talk. A 30-minute conversation will tell us both whether there is something here.
Frequently Asked Questions
What does a marketing infrastructure audit include?
A marketing infrastructure audit is a 2-3 week diagnostic that examines your event tracking accuracy, data flow between marketing tools and CRM, pixel health, conversion API implementation, attribution configuration, and martech stack efficiency. You get a findings document with prioritized recommendations ranked by impact and effort. Most companies discover tracking gaps, measurement errors, or wasted spend they did not know existed.
How do I know if my marketing tracking is broken?
Common signs include: your ad platform conversions do not match your CRM or revenue data (typical gaps run 15-40%), different tools show different numbers for the same metric, your GA4 data does not match Google Ads data, you cannot connect ad spend to actual revenue, or your team has stopped trusting the dashboard. If platform-reported ROAS looks great but revenue growth does not match, your tracking is almost certainly broken.
What is the difference between a fractional head of growth and a marketing agency?
A fractional head of growth is an experienced practitioner who works embedded with your team on strategy and execution, typically 20-40 hours per month. Unlike an agency, a fractional consultant focuses on fixing infrastructure and measurement first, then optimizing acquisition. Agencies tend to focus on campaign execution. Softpath operates as a fractional consultancy that bridges strategy and technical implementation.
How much does a marketing infrastructure audit cost?
Softpath pricing is time and materials. Project minimums typically run $30-50K, with hourly rates of $200-400/hour. A marketing infrastructure audit is a fixed-scope 2-3 week engagement. The audit consistently pays for itself by identifying tracking gaps, wasted spend, and measurement errors that are costing you money you did not know you were losing.
Do you work with companies outside the US?
Softpath primarily works with US-based B2C and B2B2C companies in the $2M-$100M revenue range, but we have worked with international companies where the marketing infrastructure challenges are similar. The work is remote-first.
What marketing tools do you work with?
Softpath works with Segment, BigQuery, Looker Studio, GA4 and GTM, ActiveCampaign, Attio, HubSpot, Klaviyo, Meta Ads Manager, Google Ads, TikTok Ads, and various MMPs. We are tool-agnostic and focus on making whatever stack you have actually work together.