Arm 01 · Attribution
Know which channels create revenue.
Every signed deal tied to the channel that created it, with goals tracking built in.
Attribution
Every deal tied to the channel that created it · quarter to dateClick IDs matched1,200Google · Meta · LinkedIn
Deals created96$4.0M pipeline
Qualified4850% of created
Signed1123% of qualified
Revenue by channelJudged on signed deals, not clicks
| Channel | Pipeline | Qualified | Signed | Cost / signed | Call |
|---|---|---|---|---|---|
| Organic search | $1.2M | 15 | 4 | $1,500 | Scale |
| AI search | $800K | 10 | 3 | $1,200 | Scale |
| Google Ads | $700K | 9 | 2 | $7,000 | Keep |
| $500K | 6 | 1 | $12,000 | Test copy | |
| Meta | $300K | 4 | 0 | — | Kill |
| Partners & events | $500K | 4 | 1 | $4,000 | Keep |
Recent dealsFirst-touch channel
- GlobexLinkedIn ad · decision-maker campaignSigned
- InitechAI search · cited in ChatGPTQualified
- NorthwindGoogle search · bottom-funnel termCreated
- Umbrella CoPartner referralSigned
- ContosoOrganic search · pricing guideQualified
GoalsQ3 · quarter 60% elapsed
Pipeline created
78%
Qualified deals
64%
Signed deals
55%
AI citations
71%
Deal journey
Every deal, traced from first click to signature.
Kraken matches ad click IDs to CRM records, so each signed deal shows the channel that created it.
Sample data
Globex · New businessSigned
Clicked a LinkedIn adCampaign: Ops leaders · Click ID matched
Asked AI for a recommendationCited in an AI answer, then visited pricing
Requested a demoForm fill · first touch: LinkedIn
Deal created and qualifiedPipeline $40K · stage: Qualified
SignedRevenue credited to LinkedIn · Ops leaders
Scale or kill
See which channels make money, not just leads.
Pipeline and signed revenue side by side, by channel. The weak ones are obvious.
Sample data
Signed revenue by channel · Q3Pipeline / Signed
Google Search$180K
$96K
LinkedIn$140K
$72K
Meta$80K
$12K
AI search$64K
$40K
PipelineSigned
Part of attribution · Goals
Goals tracking: progress against your KPIs.
Set quarterly targets and see pace by channel, from the same attribution data.
Goals live inside attributionSample data
Q3 goals · Week 7 of 13Pace 54%
Pipeline78%
Qualified64%
Signed55%
AI citations71%
Pipeline vs goal$1.6M / $2.0M
ActualGoal pace
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