How UserTesting replaced fragmented reporting with a unified analytics system

Key stakeholders didn't have reliable access to full-funnel visibility — from top-of-site traffic through to pipeline outcomes. Without a consistent view of how the funnel was performing, decision-making defaulted to instinct rather than evidence. For a company whose product is literally about understanding behavior, the gap between what the business preached and what the marketing team could actually see was stark. 

UserTesting's website attracted both B2B clients and non-B2B users — a structural complexity that made it genuinely difficult to track and optimize for the conversions that mattered most to the business. Without audience segmentation built into the analytics layer, B2B performance was obscured by the broader traffic picture. Optimizing for the right outcomes required being able to isolate them first. 

Web analytics, marketing automation, and CRM data existed in separate silos with little integration between them. The consequence was inconsistent reporting and dashboards that required significant manual effort to keep current. That time cost is real — and it compounds. Every hour spent updating a dashboard is an hour not spent analyzing what it shows or acting on what it reveals.

Before building anything new, RevX addressed the data quality problem at its source. Google Tag Manager, Google Analytics, and marketing pixel tracking were all cleaned up and reconfigured to ensure accurate measurement of on-site engagement, conversions, and conversion rates. Reliable analytics starts with reliable data collection — and that work had to come first. 

RevX built custom audience segments that separated existing customers, potential B2B clients, and test contributors — giving the team the ability to analyze each group independently. For a company trying to grow its enterprise business, the ability to isolate B2B behavior and optimize specifically for those conversion paths was a meaningful shift in how the team could work. 

RevX developed approximately 10 Looker Studio dashboards covering website traffic, funnel performance, multi-touch attribution, and content effectiveness — used regularly by around 12 team members. Underneath the dashboards, RevX designed and implemented a marketing data warehouse in BigQuery with daily automated SQL query jobs, eliminating the manual update cycle entirely and ensuring every dashboard reflected current data without anyone having to touch it. 

With tracking cleaned up and data flowing correctly from every source, the marketing and sales teams could rely on what the dashboards showed them. That shift — from skepticism about the numbers to confidence in them — changes how decisions get made. When the data is trustworthy, teams act on it rather than around it.

Automating the reporting pipeline through BigQuery eliminated the recurring overhead of keeping dashboards current. The time previously absorbed by manual updates was redirected toward analysis and action — the work that actually generates value. For a team operating in a fast-moving SaaS environment, that reclaimed bandwidth matters.

With B2B traffic properly segmented and tracked, UserTesting's marketing team gained the funnel visibility needed to refine targeting and outreach with precision. Understanding how B2B prospects moved through the site — and where they dropped off — gave the team a factual basis for optimizing the campaigns and content that drove pipeline, rather than optimizing for the wrong audience.