Westwise Group centralizes five platforms into one analytics layer and finally sees the full lead journey

At a glance

• Google Ads, Zoho CRM, Zoho Voice, Zoho Books and Google Analytics unified into a single reporting environment
• Near real-time data refresh every fifteen minutes across all marketing and sales metrics
• Full lead journey tracked from first ad impression through to conversion — in one place for the first time

Westwise Group runs a digital platform that connects people involved in personal injury cases with qualified law firms. It is a performance-driven business. Every pound of advertising spend is measured against lead volume and conversion rate. Marketing needs to know which campaigns generate qualified leads. Sales needs to track the full lifecycle from first contact to signed case. Finance needs spend visibility against revenue.

They had the tools to run all of this. Google Ads for paid acquisition. Zoho CRM for lead and sales management. Zoho Voice for call tracking. Zoho Books for financial data. Google Analytics for website behaviour. Five systems. Five separate environments. No layer connecting them.

The data to run the business existed. The ability to act on it as a whole did not.

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The Reporting Gap That Slows a Lead Generation Business

For a company where acquisition cost and conversion rate determine profitability, fragmented data is not just inconvenient. It is operationally costly.

Marketing teams could see click volume inside Google Ads but had no way to match it against conversion outcomes in Zoho CRM without a manual process. Sales had lead records but no campaign attribution to explain where those leads came from. Finance tracked spend and revenue in separate systems with no shared layer to connect them.

Answering a basic question — what is our cost per qualified lead this month — required pulling numbers from three systems, cleaning them, and combining them in a spreadsheet. That process took time and produced a figure that was already out of date by the time it was ready. And it had to be repeated every time the question was asked.

Leadership decisions moved slowly because the data did not move fast enough to support them.

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Why Patching Individual Tools Would Not Solve It

The instinctive response to this kind of fragmentation is to add reporting inside each tool. Better Google Ads dashboards. More Zoho CRM views. Exporting Zoho Books data into a shared spreadsheet. These fixes are fast to implement and look like progress.

They do not work. Each tool defines its own metrics according to its own logic. A lead in Zoho CRM is not automatically the same entity as a click in Google Ads. A conversion in Google Analytics is not automatically aligned with a closed deal in CRM. No amount of configuration inside individual tools creates a shared definition across all of them.

What Westwise needed was a data layer that sat beneath all five systems, pulled from each one, and defined metrics in a single place. Not a better dashboard inside Zoho. A warehouse with a governed transformation layer on top of it.

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What Datum Labs Built

The solution was delivered through Pulse Starter: a structured analytics foundation for businesses that need a reliable single source of truth without the cost or complexity of enterprise data infrastructure. Pulse Starter handles the full stack — ingestion, transformation, orchestration, and reporting — so teams engage with data rather than managing the systems that produce it.

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Pulling All Five Sources Into One Place

Automated Python pipelines built with DLT Hub extract data from Google Ads, Zoho CRM, Zoho Voice, Zoho Books, and Google Analytics on a regular schedule. All raw data lands in Google BigQuery, which serves as the central warehouse. Every source feeds into the same environment. There is one place where all operational data lives.

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Defining Metrics That Everyone Agrees On

Raw ingestion gets data into BigQuery. dbt makes it usable and trustworthy. The transformation layer structures raw datasets into staging tables, intermediate models, and analytics marts. Lead attribution logic is defined once in the transformation layer and applied consistently. A lead from Google Ads connects to its CRM outcome using the same join logic every time. Cost-per-acquisition is calculated by a model that every dashboard draws from, not by individual analysts applying their own formulas.

When a metric definition needs to change, the change happens once in the dbt project and propagates to every report that references it. There is no more inconsistency between what one team calls conversion and what another team calls conversion.

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Keeping It Running Reliably

Dagster orchestrates the full pipeline. It manages execution schedules, handles dependencies between pipeline stages, and surfaces failures before they affect reporting. If an ingestion run fails, the team knows immediately — not when someone notices a dashboard has stopped updating. Data refreshes every fifteen minutes across all sources.

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Making the Data Accessible to Every Team

Hex Analytics connects to the warehouse and provides the reporting surface. Dashboards cover marketing performance, sales conversion, and operational metrics. Teams across the business can explore insights and answer questions without writing queries or waiting for a data pull from engineering.

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How the Build Happened

The engagement started with alignment on what each team needed to trust. Marketing, sales, and finance each had different reporting requirements. Getting those defined before building anything meant the transformation layer was designed around actual business questions rather than guesses about what might be useful.

Ingestion was stood up first. Each source was connected and validated individually against its own system before any cross-source joins were attempted. Data accuracy was confirmed at the raw layer before the transformation work began.

The transformation layer was built incrementally. Lead attribution models came first because they had the highest immediate value. Revenue and spend models followed. Dashboards were connected once the underlying models were stable and tested against known figures.

The full platform was live and in daily use within a few weeks of the engagement starting.

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What the Team Works With Now

The before and after is measurable in how the business makes decisions.

Before, the answer to most cross-platform questions arrived late and required manual assembly. After the platform was live, the same questions are answered by dashboards that update automatically every fifteen minutes.

• Full lead journey visibility from first ad impression through to CRM outcome, in one view with consistent attribution
• Campaign performance by quality not just clicks and spend, but lead volume and conversion rate by campaign, channel and creative
• Call activity connected to outcomes Zoho Voice data joined to lead records so call behaviour is analysed alongside acquisition and conversion data
• Financial and operational data in context Zoho Books spend data in the same environment as marketing and sales metrics
• Near real-time refresh reports reflect the current state of the business, not yesterday's export

Nobody on the team manages infrastructure or assembles spreadsheets to answer business questions. The data layer runs automatically, refreshes continuously, and produces consistent numbers every time.

This is what Pulse Starter is built to deliver: a governed, reliable analytics foundation for businesses where data quality and reporting speed directly affect commercial outcomes. Westwise now operates on that foundation.

If your marketing and sales data lives across disconnected platforms and the full picture only comes together manually, the gap between your data and your decisions will not close on its own.