How leading B2B brands are measuring ROI in 2025

Measuring true ROI has always been complex for B2B brands due to lengthy sales processes and numerous touchpoints, while B2C businesses typically focus on more individual-driven desires.

In practice, B2B brands don’t need to reconsider which metrics they track for measuring ROI; however, due to changes in Google Analytics and conversion tracking, brands must reformulate how they accurately measure their data.  

Here, Will Fleming, Head of PPC at I-COM International, provides top tips and recommendations for improving data consistency and accuracy. 

Server-side tracking is essential
In the ever-evolving world of digital analytics, accurately tracking and collecting user behaviour is vital for B2B brands to measure ROI. Currently, most businesses employ a type of analytical tracking known as client-side tracking. This tracking method relies on a user’s browser sending data to a server (most commonly through tags), which is then forwarded to a third-party analytics solution. As a result, some data may be lost due to various issues such as ad blockers or privacy-focused browser extensions. 

Server-side tracking offers a more robust and accurate approach to data tracking. It eliminates the client-side tracking component by collecting and processing data on the server and sending it directly to the third-party analytics tool. This gives B2B brands confidence in measuring ROI, knowing their data is comprehensive. 

Align your goals with the appropriate attribution
While this is not a new issue, it remains surprising how many businesses still lack a complete understanding of which attribution model aligns best with their B2B business and user journey. With changes to GA4 data processing and the introduction of Performance Max, it is vital for brands to grasp how to accurately measure results using a multi-channel attribution model. Within the multi-channel ecosystem, various options exist; the most common for B2B businesses using GA4 is the ‘Data-Driven’ model. We also recommend reviewing other attribution models such as W-shaped, U-shaped, or a more straightforward multi-touch attribution model. 

Understanding which attribution model works best for your business will enable you to measure ROI for each channel effectively. This data is invaluable for assessing the true performance of each channel and, consequently, helps businesses determine where to invest in the future to ensure growth. 

Be prepared for data blackholes and their implications for your business
Regrettably, given the current landscape, businesses can implement every possible process to reduce data drop-offs. Nevertheless, we are in an era where major search and social platforms cannot display 100% accurate data. Google’s challenges in providing precise touch-point data, owing to the introduction of Cross-Network and Performance Max, alongside continuous issues with social media platforms over-attributing their channel impact, add to this complexity. 

As such, decision-makers in B2B companies must clearly understand that individual channel data will contain discrepancies. While the data might be 15% inaccurate, the story it conveys remains valid. Therefore, B2B businesses need to accept that although the overall ROI figure will be accurate, the interactions of each channel in generating individual sales may be obscured. 

Ensure your business implements a proven CRM system
A robust CRM system is essential for B2B businesses to accurately measure ROI in 2025. As sales cycles extend, it is crucial for companies to have a central hub for all customer data. Although this is not new in 2025, it is still shocking how many reasonably sized B2B businesses lack this infrastructure. Without a CRM system in place, measuring ROI becomes nearly impossible for B2B companies. 

Do not overlook simple attribution
Despite everything discussed above, businesses should never disregard simpler attribution and reporting. In the daily operations of a B2B business, decision-makers and marketers do not need to ascertain the exact ROI of each channel to make informed decisions about necessary marketing activities to enhance results. Examining data in a straightforward format, such as first-click or last-click attribution models, provides excellent insight into whether activities are effective. This approach aids daily marketing efforts, with the recognition that a more thorough review of all marketing channels is necessary at least quarterly. 

Overall, the manner in which businesses measure ROI in 2025 has not significantly changed; rather, what has changed is how businesses must operate to ensure data tracking is as precise as possible. Without modernising the approach within the tracking platforms, a grey area will inevitably exist where the ROI metric is slightly off for all channels. While this may not jeopardise a business’s survival, minimising budget and marketing wastage will help streamline operations and ultimately improve the ROI attainable by a business.