TrackFunnels is formalizing what has quietly become a core part of its business: helping B2B marketing teams untangle broken tracking, unreliable data, and brittle automation across increasingly complex MarTech stacks.

The company announced it is expanding into focused MarTech consulting, building on years of hands-on work with teams struggling to make tools like GA4, attribution platforms, and marketing automation actually work together. The move reflects a broader reality in modern marketing: most problems don’t come from a lack of software, but from how systems interact—or fail to.

Originally, TrackFunnels gained traction with its UTM Link Builder, designed to bring discipline and consistency to campaign tracking. But as customers implemented the tool, deeper issues surfaced.

When Tools Aren’t the Problem

As TrackFunnels worked alongside marketing teams, a recurring pattern emerged. Campaign delays, reporting confusion, and data disputes were rarely caused by a single platform. Instead, they showed up at the seams—between analytics, automation, CRM systems, and internal teams.

“Teams don’t struggle because they lack software,” said Shadab Malik, founder of TrackFunnels. “They struggle because data doesn’t move cleanly between systems. Numbers need explaining. And teams either hesitate to launch campaigns, or delay the launch because they’re unsure what might break downstream.”

Those downstream risks often live in organizational blind spots. Ownership is fragmented across marketing, engineering, analytics, and RevOps. Dependencies are high, but accountability is unclear.

According to Malik, this is where execution slows—and where trust in data starts to erode.

Consulting Focused on Upstream Correctness

Rather than offering broad, agency-style services, TrackFunnels is narrowing its consulting focus to areas where upstream correctness has the biggest impact on speed and confidence.

The consulting practice will center on three core areas:

1. MarTech implementation and integrations
   Designing stacks where each tool has a clear role, intentional data flows, and documented dependencies.

2. Marketing measurement and GA4
   Establishing reliable tracking, attribution logic, and shared definitions so teams stop debating numbers and start using them.

3. Marketing automation and AI orchestration
   Ensuring workflows and AI-driven systems operate on clean, validated signals instead of brittle assumptions.

This targeted approach reflects how modern marketing stacks behave in reality. A small change in tracking or data definitions can quietly break reporting, automation, or downstream decisioning—often without anyone noticing until results look “off.”

Why This Matters More in the Age of AI

The timing of TrackFunnels’ consulting expansion is not accidental. AI-driven decisioning is rapidly becoming embedded across marketing platforms, from ad optimization to lead scoring and lifecycle automation.

While AI promises efficiency, it also raises the stakes.

“As stacks grow more complex, the real work becomes connective,” Malik said. “Someone has to define data, validate integrations, and ensure that changes in one system don’t quietly undermine measurement or automation elsewhere.”

He was more direct about the risk: “AI doesn’t change the fundamentals. Garbage in, garbage out still applies. If tracking and attribution aren’t sound, automation simply amplifies the problem.”

For B2B teams under pressure to “use AI,” that message cuts against the hype. TrackFunnels’ stance is pragmatic: fix the foundations first, or risk scaling the wrong outcomes faster.

A Different Kind of MarTech Partner

TrackFunnels’ consulting positioning is notable because it sits somewhere between tooling and traditional consulting. It’s not offering high-level strategy decks or outsourced execution. Instead, it’s stepping into the uncomfortable middle ground—where systems meet, assumptions collide, and things quietly break.

That middle ground is increasingly where MarTech success or failure is decided.

As marketing stacks expand, teams often accumulate tools faster than they establish shared definitions, documentation, or integration discipline. The result is a fragile system that technically “works,” but only as long as nothing changes.

TrackFunnels is betting there’s growing demand for partners who can help teams slow down just enough to make stacks resilient.

Product Development Continues—Informed by the Messy Reality

Importantly, the consulting expansion does not replace TrackFunnels’ product roadmap. The company says it will continue building tools informed directly by real-world implementation work.

Recent product releases include:

• A GA4 internal traffic filter Chrome extension

• A HubSpot attribution validator

• Email open tracking integrated into the TrackFunnels UTM Link Builder

The feedback loop is intentional. “Working closely with teams exposes what actually breaks in practice,” Malik said. “Consulting improves our tools, and tools make our consulting more grounded.”

This product-plus-practice model mirrors a broader trend in MarTech, where vendors increasingly differentiate by showing they understand operational reality—not just feature checklists.

The Bigger Picture

TrackFunnels’ move highlights a shift happening across B2B marketing. As stacks grow more powerful, they also become more fragile. The bottleneck is no longer software capability, but connectivity, clarity, and confidence in data.

By formalizing its consulting practice, TrackFunnels is positioning itself not just as a tool provider, but as a partner focused on making modern marketing systems trustworthy again.

In a landscape obsessed with speed and automation, that focus on upstream correctness may prove to be a competitive advantage.

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