Attribution & Reporting
Know which marketing actually creates revenue.
SholaX carries source evidence from acquisition into the CRM and through the sales journey, then connects confirmed revenue back to the marketing activity with visible attribution confidence.
Revenue Attribution Explorer
Illustrative customer journey
Google Search click
GCLID captured
Form enquiry
Contact created
Sales call
Qualified
Survey booked
Opportunity active
Quote sent
£9,850
Project won
£9,850 revenue
Attributed revenue
£9,850
Illustrative product interface. Example values are not customer performance claims.
Leads are not revenue
Ad platforms answer the acquisition question. SholaX continues into the sales question.
Clicks, forms and CPL matter, but they do not tell an owner whether the campaign produced valuable customers.
Ad-platform reporting
SholaX commercial reporting
Revenue Graph
Build the evidence chain from campaign to sale.
The graph stores marketing touchpoints separately from funnel events and financial outcomes so reporting can show what is known, what is inferred and why.
Campaign
Meta / Google / source
Click
GCLID / FBCLID / UTM
Lead
Contact created
Opportunity
Pipeline value
Appointment
Commercial milestone
Quote / Proposal
Decision stage
Sale
Won outcome
Revenue
Financial event
Attribution models
Use different views of the journey without pretending there is one universal answer.
The same revenue event can be analysed through different deterministic models depending on the commercial question.
MODEL 01
First Touch
Which known source introduced the customer at the beginning of the recorded journey?
MODEL 02
Last Touch
Which known marketing touchpoint occurred most recently before the conversion or revenue event?
MODEL 03
Lead Creation
Which source was attached when the customer became a lead in the CRM?
MODEL 04
Self-Reported / Manual
Keep explicit customer or team-provided source evidence visible when deterministic identifiers are unavailable.
Confidence
Attribution should show uncertainty instead of hiding it.
Each SholaX attribution result is designed to carry confidence, a human-readable reason and structured supporting evidence.
High confidence
Direct click identifier or deterministic CRM evidence connects the source to the sale.
Evidence: GCLID / FBCLID / explicit source evidence
Medium confidence
Campaign or UTM evidence is present but a direct click identifier is unavailable.
Evidence: UTM + contact/opportunity timeline
Low confidence
The source is based mainly on self-reported or manual evidence.
Evidence: Self-reported / manual source
Campaign → revenue
Compare channels using downstream commercial outcomes.
A campaign with the cheapest lead is not necessarily the campaign producing the best customers.
Illustrative product example
| Campaign | Leads | CPL | Pipeline | Closed revenue | Confidence |
|---|---|---|---|---|---|
| Roofing Search | 32 | £41 | £86,000 | £31,000 | High |
| Meta Retargeting | 18 | £29 | £22,000 | £8,000 | Medium |
| Kitchen Search | 14 | £54 | £48,000 | £19,700 | High |
| Referral | 9 | — | £28,000 | £16,400 | Self-reported |
Source evidence
Capture the identifiers that make later reporting defensible.
SholaX keeps technical tracking evidence behind a business-friendly reporting layer.
01
UTM parameters
Campaign, source, medium, content and term values can travel with the marketing touchpoint.
02
Google click IDs
GCLID evidence can strengthen the connection between paid search activity and a later CRM outcome.
03
Meta click IDs
FBCLID and external campaign identifiers can support source evidence when captured.
04
Human evidence
Self-reported and manual source records remain valid evidence, but are clearly distinguished from direct identifiers.
Trust layer
SholaX does not need to claim perfect attribution to make reporting useful.
When evidence is incomplete, the system should say so. Unknown and low-confidence revenue are useful signals for improving tracking rather than numbers to hide.
Known source
91%
Example evidence coverage
High confidence
74%
Direct/deterministic evidence
Medium confidence
17%
Partial campaign evidence
Unknown / low
9%
Tracking improvement opportunity
Illustrative product interface. Example values are not customer performance claims.
SholaX
Move reporting beyond cost per lead.
Map your current marketing, CRM and sales evidence and see how SholaX can build a more defensible view of revenue by source.