My marketing automation stack: real tools, no fluff
There's considerable hype around automation. Most setups resemble "Zapier + 27 SaaS tools + half-broken spreadsheets + a headache."
This guide presents a lean, field-tested stack deployed across client projects and my own properties. Built for data visibility, repeatable workflows, and cross-platform optimisation.
TL;DR: This automation system manages multi-channel campaigns, tracks UTMs, syncs conversions, and optimises independently. Designed for performance-driven marketers and solo operators.
The stack at a glance
| Function | Tools & notes |
|---|---|
| Lead capture | Tally.so, Webflow, WPForms, Typeform (varies by project) |
| Data tracking | Google Analytics 4, Meta Pixel, TikTok Pixel, UTM builder |
| Conversion attribution | Enhanced Conversions, Google Tag Manager, Meta Events Manager |
| Email routing + CRM | MailerLite (lightweight), Brevo, Notion CRM (custom) |
| Automation layer | Zapier + Make (Integromat) |
| Campaign trigger logic | Google Sheets + webhooks + custom scripts |
| Slack / Notion alerts | Custom webhooks via Make/Zapier |
How it works, end to end
Consider a scenario: a user clicks a Facebook ad and completes a lead form on a WordPress site.
- UTM-tagged link generated via the UTM builder
- Page visit and pixel events tracked (GA4, Meta Pixel)
- Form submit triggers WPForms → Zapier
- Zapier records the lead to Google Sheets + Notion
- Webhook fires → Meta Conversions API logs the event
- Slack alert shows UTM source, campaign, timestamp
- Daily digest built in Notion with lead metadata
Bonus: GA4 + Tag Manager return enhanced conversions to optimise PMax.
Sample recipe: lead routing + Meta sync
Trigger: WPForms or Tally submission with UTM fields.
Steps: filter spam by email domain and field logic → write lead row to Google Sheet → enrich with IP info (optional) → POST to Meta Conversions API → Slack alert with UTM breakdown.
Advanced: attach a server-side timestamp and hash the email for enhanced match quality.
Why not just use HubSpot or Salesforce?
Good tools, bloated pricing. This stack costs substantially less, and delivers full control of data flow, instant debugging (versus ticketing support), and easier evolution as projects change.
This is about ownership, not merely automation.
Final thoughts
Enterprise software isn't necessary for operating a high-functioning, insight-rich funnel. Building a modular stack and automating around signal lets you optimise faster, waste less budget, and free up hours each week.
15 or 30 minutes, free.
Book an intro call →