Arm 01 · Attribution
Know which spend becomes signed deals.
Kraken builds the spend-to-deal view from CRM and ad data, so you set direction without building reports.
Attribution
Deals matched to first-touch channel · quarter to date · sample dataClick IDs matched1,200Google · Meta · LinkedIn
Deals created96$4.0M pipeline
Qualified4850% of created
Signed1123% of qualified
Pipeline and signed deals 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 signed deal, traced for you.
Kraken matches ad click IDs to CRM records automatically. Read it as strong directional evidence, not perfect causal proof.
Signed means a signed agreement in the CRM, not collected cashSample 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
Agreement signedCredited to first touch: LinkedIn · Ops leaders
Deal economics
Cost per qualified and signed deal, by channel.
Lead volume and revenue contribution side by side, ready for your call. No spreadsheet work.
Sample data
Channel economics · QTDIllustrative calls
ChannelSpendCost / qualifiedCost / signedCall
Organic search$6K$400$1,500Scale
Google Ads$14K$1,556$7,000Keep
LinkedIn$12K$2,000$12,000Review
Meta$8K$2,000—Cut
Budget calls
Recommendations drafted. You make the call.
Kraken drafts reinvest-or-cut options from the data. You decide, and changes are prepared for approval in the client’s accounts.
Sample data
Q4 budget options · drafted by KrakenYour call
Move $4K from Meta broad to Google bottom-funnelReinvest
Hold LinkedIn ABM flat until two more signed dealsHold
Keep the organic content budgetKeep
Pause Meta prospecting setCut
3 of 4 selectedChanges prepared · go live once the client approves
ApprovePart of attribution · Goals
Track targets for pipeline and signed deals.
Set quarterly targets and see pace by channel, from the same attribution data.
A secondary feature inside attributionSample data
Q3 goals · Week 7 of 13Pace 54%
Pipeline78%
Qualified64%
Signed55%
AI citations71%
Pipeline vs goal$1.6M / $2.0M
ActualGoal pace
See the spend-to-deal view built for you.
We’ll walk through attribution on sample data and what it needs from a client’s CRM.
30 minutes · For fractional CFOs
Book a demo.
30 minutes. We'll walk through the workflow on sample data and how it could fit your client engagements.