Originally launched as a productivity tool to improve campaign tracking consistency, TrackFunnels observed recurring structural issues across modern MarTech stacks. While teams had access to powerful tools, execution often slowed due to fragile integrations, unclear data definitions, and unreliable measurement.

“Teams weren’t struggling because they lacked platforms,” said Shadab Malik, founder of TrackFunnels. “They struggled because data didn’t flow cleanly between systems, numbers needed explanation, and even small changes felt risky.”

According to Malik, these challenges typically arise at the intersections between marketing, engineering, analytics, and RevOps, where multiple teams depend on shared systems but lack clear ownership of how those systems connect.

As AI-driven decisioning becomes increasingly embedded across marketing platforms, the cost of poor inputs has grown.

“Garbage in, garbage out still applies,” Malik said. “If tracking, attribution, and data flows aren’t sound, automation and AI simply amplify the problem. Fixing things upstream matters more than ever.”

As part of the expansion, TrackFunnels will focus on three areas where upstream correctness has the greatest impact: MarTech implementation and integrations, GA4 measurement and tracking, and marketing automation and AI orchestration.

“MarTech has expanded into thousands of increasingly specialized tools,” Malik said. “Generalist setups become harder to sustain over time. Specialization is inevitable if teams want systems that remain reliable as complexity increases.”

The company will continue developing purpose-built tools alongside its consulting work, including its UTM Link Builder and other tracking utilities informed by direct work with B2B marketing teams.

About TrackFunnels

TrackFunnels is a MarTech agency helping B2B teams fix broken tracking and unreliable data flows across their marketing stack. The company specializes in GA4 measurement, MarTech implementation, and marketing automation, and builds tools such as the TrackFunnels UTM Link Builder to support consistent, reliable tracking.

For more information, visit https://trackfunnels.com.