# Marketing infrastructure that lets you trust every number.

> Marketing infrastructure for small business: a fast, working website, conversion and call tracking, email deliverability records and a dashboard tied to sales.

Source: https://satsumahq.com/marketing-operations/infrastructure/

Marketing infrastructure is the plumbing under your marketing: a website that works, tracking for your ads and phone calls, email set up to stay out of spam, and every lead saved with where it came from. We set it up once, set it up right, and write it down, so you can see what brings in sales.

## If the tracking is wrong, every report built on it is wrong too.

Most owners find out the tracking is broken after a month of ad spend. A form that doesn't count. A call that shows up as nothing. A lead with no source. Then nobody can say which ad worked.

Marketing attribution for small business simply means knowing where each customer came from. It can't be added at the end, so we build it first: tracking, records and lead sources, all written down, so the reports on top are ones you can trust.

## If your website is holding you back, we rebuild it.

Your website is part of the plumbing. If it’s outdated, has the wrong information, or just doesn’t do you justice, we rebuild it as a fast, working site made for how people look for help today. This isn’t design for its own sake. It’s a site built to bring in calls and bookings.

Works on every screenLoads fast and reads well on a phone, a tablet or a laptop, because that’s where a lot of people will find you first.Says the right thingsYour real services, service area, hours and contact details, and easy for your team to keep up to date.Turns visits into callsClear ways to call, book or ask for a quote. Every request lands in your customer database with where it came from.Counted from day oneVisits, forms and calls are tracked from launch, so you can see what the site brings in.YoursYour domain and your hosting account, with how it all fits together written down.

## One lead, traced from ad click to sale.

What the setup does automatically, and where a person steps in.

Sample workflow for a fictional company.

1. Machines run it: **Ad clicked**

   The ad link carries a tag that says which ad it was.
2. Machines run it: **Visit recorded**

   Google Analytics 4 records the visit and the tag.
3. Machines run it: **Form sent**

   The form counts as a win in Google Ads and Meta Ads.
4. Machines run it: **Lead saved with its source**

   HubSpot, the customer database, keeps the ad it came from.
5. People keep it: **Owner calls**

   A person calls back and notes what was said.
6. People keep it: **Job won**

   A person marks it won and enters the amount.
7. Machines run it: **Sale matched to the ad**

   The dashboard ties the money back to the ad.

## What we set up.

What each piece does, and what a person still checks.

| Setup | When it runs | What it does | A person checks |
| --- | --- | --- | --- |
| Website tracking | Every visit | Google Analytics 4 and Google Tag Manager (one place to control tracking code) record visits and form sends. Search Console shows what people searched to find you. A cookie banner asks first. | A test visit after every website change |
| Ad conversions | A form is sent or a call comes in | Tells Google Ads and Meta Ads when a click becomes a lead, so they find more people like your customers | Ad counts against CRM counts, monthly |
| Call tracking | A customer phones | CallRail gives each source its own number and sends the call, with its source, to HubSpot | Every number rings the right phone |
| Email sending records | Set once, rechecked after changes | Adds SPF, DKIM and DMARC to your domain: records that prove your email is really from you. | Test emails to Gmail and Outlook inboxes |
| Lead source capture | Any lead arrives | Saves the lead in HubSpot with the ad, page or number it came from | A weekly list of leads with no source |

## The tools we work in.

You own every account, and we write down how they connect.

- Google Analytics 4
- Google Tag Manager
- Search Console
- Google Ads
- Meta Ads
- CallRail
- HubSpot

## One dashboard tied to sales.

Leads, jobs won and money earned, by source, updated on its own instead of copied in by hand. [See how dashboards are built](https://satsumahq.com/business-operations/kpi-dashboards/).

## What this isn't.

Plain answers to common worries.

A report and a goodbyeEvery account is in your name, and every connection is written down: what it does, where it runs and how to switch it off.A promise about the inboxCorrect email records help your messages get delivered. Nobody can promise it, because inbox providers make the final call.

## Questions about marketing infrastructure.

### What is marketing infrastructure?

It is the setup under your marketing: a website that works, website and ad tracking, call tracking, email records, and lead sources saved in your CRM. Customers never see it, but it decides whether your reports can be trusted.

### Do you build websites?

Yes, when the one you have is outdated, wrong or underwhelming. We rebuild it as a fast site that works on every screen, keeps your information accurate and turns visits into calls, with tracking built in. We don’t sell design for its own sake.

### What is conversion tracking setup?

It tells Google Ads and Meta Ads when a click turns into a form or a call. Without it, the ads can't learn who your customers are, and you can't tell which ads paid off.

### What is email deliverability?

It is whether your email reaches the inbox instead of spam. SPF, DKIM and DMARC are records that prove your email is really from you. We set them up and test them.

### Can you track phone calls from ads?

Yes. CallRail gives each source its own phone number, so a call from a Google ad counts as a lead with its source, saved in HubSpot.

## Keep reading.

- [Marketing operations: Four areas, each its own build.](https://satsumahq.com/marketing-operations/)
- [Cold outbound: Email to new businesses, sent from protected domains.](https://satsumahq.com/marketing-operations/cold-outbound/)
- [KPI dashboards: The few numbers that show how the business is doing.](https://satsumahq.com/business-operations/kpi-dashboards/)
- [The two-week review: What we look at first, and what it costs.](https://satsumahq.com/how-we-work/review/)