The thing that actually changed how we work is that we can finally see which campaigns bring in real projects, not just leads. Our projects are always custom quote work, so a deal closes weeks after the first contact, usually over a call or email. Before Octanist our ad platforms had no idea any of that happened.
We mark leads as won or lost in Octanist (we do it manually) and that data goes back to Google and Meta. Within a couple of months it was obvious that one of our "cheapest" campaigns was barely producing actual signed projects, while another one we'd nearly paused was driving most of our revenue. We'd have made the wrong call without it. Review collected by and hosted on G2.com.
Honestly the only downside was the initial setup. Getting the tracking and the connection to our ad platforms configured properly took longer than I'd hoped, and I had to lean on their support a bit.
That said, they've since launched a WordPress plugin for onboarding which apparently makes this much simpler. I just set things up before it existed. Review collected by and hosted on G2.com.
