Attribution from acquisition source to closed revenue.
Reporting that connects channel spend to pipeline and to revenue that actually closed, so budget decisions rest on data instead of assumption.
Where this layer sits.
Attribution is the feedback loop. Without it, every other layer runs blind and marketing spend is defended by anecdote.
- Tracking implementation and event design
- Source and campaign capture rules
- Funnel and conversion reporting
- Pipeline visibility by stage and owner
- Closed-revenue reporting by source
- Marketing and sales dashboards
- Call and form attribution
- Data quality and definition documentation
What breaks when this layer is missing.
Each ad platform claims the same conversions and none reconcile with the CRM.
Attribution data is lost at the form, so everything reports as direct.
Reporting stops at lead volume and never reaches closed value.
Marketing and sales define a qualified lead differently, so no report is trusted.
Leadership cannot see what stage the pipeline is stuck in.
Numbers are assembled in spreadsheets monthly, too late to act on.
How Filro implements it.
- 01Definitions
Agree what a lead, a qualified lead, an opportunity and a closed deal mean, in writing.
- 02Instrumentation
Implement tracking and source capture so the data exists in the first place.
- 03Pipeline wiring
Connect CRM stages and values to reporting objects.
- 04Dashboards
Build the marketing and sales views that answer the questions leadership actually asks.
- 05Validation
Reconcile reported figures against source systems before handover.
Related layers
Find where revenue is leaking from your current infrastructure.
Receive a structured review of the systems between demand generation and closed revenue.