Case Study: Kees de Boekhouder proves the impact of upper-funnel marketing with Billy Grace

Kees De Boekhouder boosts attributed conversions by 34% with Billy Grace

Kees de Boekhouder, a leading accounting firm for Dutch freelancers, faced a challenge with their expanded marketing mix. After moving beyond search into upper-funnel channels like TikTok, YouTube, and display, they found that standard analytics tools, including GA4, could not show the true impact of these activities. This lack of clarity on which channels were driving high-quality leads and clients made it impossible to scale their budget with confidence. They partnered with their agency, Draft Digital, and the vendor Billy Grace to find a solution.

Billy Grace implemented a solution by connecting the firm's HubSpot CRM with their marketing data to create a unified view of the full customer journey. Using Unified Marketing Measurement (UMM) models, Billy Grace fairly assigned value to every touchpoint, including non-click impressions. This provided full-funnel attribution and visibility into lead quality and conversions. The results were significant: Billy Grace helped reassign 34% of previously unattributed conversions to the correct channel, revealed that Meta was generating 40% more leads than previously thought, and proved the measurable impact of TikTok, enabling confident budget shifts based on cost per client.

Kees De Boekhouder