How Stocksy Tracks and Scales both PLG and SLG with HockeyStack

The Who:

Stocksy is an artist-owned cooperative that provides royalty-free, human-created stock imagery, with 50–75% of royalties going back to the creators. Their carefully curated library of authentic, non-generic visuals serves diverse agency and enterprise clients. They also support clients with bespoke content, creative consultations, and custom curations. 

Masagi Sinnott is the Senior Marketing Operations Specialist on the Growth Team at Stocksy United. She bridges sales, marketing, and customer support operations to create seamless customer experiences from lead creation through deal closure and repeat purchases. Her work spans reporting, MarTech support, campaign and project support, with a recent focus on connecting analytics tools like HockeyStack to make customer insights more actionable.

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The Problem:

Stocksy was struggling with fragmented reporting across three to four ad platforms, each claiming different conversion numbers — Pinterest showing massive results while Google reported modest ones, creating confusion about where to invest.

"Each platform has so many different valuations of our return on ad spend... like what is the source of truth?" 

This fragmentation made it nearly impossible to justify marketing investments or connect advertising efforts to actual revenue. Beyond consolidating data, Stocksy wanted insight into account-level purchases and the ability to track key user activities, like their interactions with their Curation Services team, as well as results of offline, in-person events.

Their goal was clear: create a unified system that could break down performance by customer type (enterprise versus self-serve), allowing budget decisions to follow evidence rather than assumptions.

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The Requirements

Stocksy needed an analytics platform that could:

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• Consolidate multiple ad platforms into a single source of truth, eliminating conflicting attribution claims from Pinterest, Google, LinkedIn and others
• Connect marketing touchpoints to revenue by linking advertising data directly to CRM and purchase-level outcomes
• Distinguish between SLG and PLG: Getting visibility into metrics specific to sales-led enterprise/managed accounts and product-led self-serve customers for targeted budget allocation
• Track offline events and human touchpoints including their Curation Service impact, which traditional platforms can’t measure
• Enable confident stakeholder reporting with clear ROI metrics for monthly reviews and quarterly business presentations

The Alternatives:

During evaluation, Stocksy considered expanding their homegrown solution within their CRM but realized the maintenance burden would only compound existing challenges. They needed a purpose-built attribution platform that could handle their dual-motion business model out of the box.

The Insights:

With HockeyStack in place, Stocksy gained clarity into channels, conversions, and services that were previously invisible.

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• One Source of Truth for Attribution: Instead of reconciling conflicting numbers from various point solutions, Stocksy consolidated all ad data into HockeyStack and tied it directly to CRM. 
• Segment Specific Pipeline Visibility: Their enterprise form-fill dashboard revealed how inbound requests influenced sign-ups and purchases, with clear conversion lifts at the account level. This helped validate the ROI of their enterprise (sales-led) pipeline.
• Quantifying Service Impact: For the first time, they could measure the lift and velocity impact of their Curation Service on purchases. 
• Campaign ROI by Motion: By surfacing data for self-serve (PLG) and enterprise (SLG) pipelines separately, Stocksy identified high-performing campaigns that had been hidden before. 

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“Seeing clear ROI from our always-on campaign on the managed side let us translate the finding into action—and win more budget to scale the search ad.”

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The Results:

Stocksy’s marketing function overall has become more data-driven, structured, and actionable. Through their partnership with HockeyStack, Stocksy: 

• Consolidated cross-channel reporting eliminated manual stitching of platform data
• Increased marketing budget for high-performing search campaigns, backed by evidence
• Ability to quantify and communicate the ROI of offline and human-led services like Curation Service
• Enterprise (SLG) and Self-Serve (PLG) motions now analyzed side-by-side, with clear attribution filters
• Faster decision-making through cohort analysis and channel or campaign-level lift reports
• More confidence in reporting to stakeholders, moving from assumptions to data-backed insights

HockeyStack helps us track and scale smarter, which ultimately means more opportunities for our artist community.  Now we can tie everything back to CRM and revenue—and really understand what’s working. Every insight strengthens our ability to connect their work with the brands and designers who need it most.”

Explore how Stocksy helps brands tell better stories → stocksy.com