When your best channels don't click, how do you measure what's working?

Drew Smith sits down with J.P. Carter, VP of Marketing at System Pavers, to break down attribution across a buyer journey that blends digital ads with door-to-door canvassing, events, and in-home sales. J.P. shares the mechanics of turning offline activity into trackable signals, dedicated phone numbers, QR codes, CRM capture, and channel-level ROI, plus why pairing attribution with "how did you hear about us" adds critical context instead of conflict.

They also dig into loss analysis, ROAS as the north star, and a crawl–walk–run testing approach that uses geography-based lift to scale winners without gambling the budget.