Proof/Attribution dashboard
How we connect activity to revenue, and where we admit we cannot.
The dashboard layout and metric dictionary, filled in for Northlane, a fictional B2B SaaS company.
The short answer
Our attribution model reports sourced and influenced pipeline separately, joins CRM opportunity records to owned-channel touches, and pairs every tracked number with a self-reported check. Every metric has one written definition that does not change between months.
- Sourced and influenced pipeline are never blended into one number
- Every metric has a fixed written definition and a named system of record
- Self-reported attribution runs alongside tracked attribution as a sanity check
- The uncertainty in the model is published, not hidden behind a confident chart
Example data. Northlane is a fictional B2B SaaS company we use to show the exact format of our deliverables. Nothing on this page is a client result.
The view
Channel to opportunity.
Attribution dashboard, channel view
Example account: Northlane
| Channel | Sessions | Leads | Qualified | Influenced pipeline | Confidence note |
|---|---|---|---|---|---|
| Organic search | 2,940 | 68 | 9 | $286,000 | First touch and last touch both tracked |
| AI answer engines | 310 | 14 | 3 | $96,000 | Referral plus self-reported, undercounted by design |
| Paid search | 820 | 26 | 4 | $118,000 | Fully tracked with offline conversion import |
| Paid social | 1,140 | 19 | 2 | $54,000 | Click-tracked, view-through excluded |
| Direct and dark | 760 | 22 | 5 | $164,000 | Mostly returning buyers, self-reported only |
Influenced pipeline across rows will exceed total pipeline, because most B2B software deals touch more than one channel. We never present the sum as a total.
Metric dictionary
Every definition, written down once.
Most attribution arguments are definition arguments. This table is agreed in month one and does not move.
Attribution dashboard, definitions
| Metric | Definition | System of record |
|---|---|---|
| Session | A GA4 session, deduplicated by user where consent allows. | GA4 |
| Lead | A completed form on a lead-capture surface. Newsletter signups are excluded. | CRM |
| Qualified conversation | A booked call that meets the published fit criteria. Never an MQL. | CRM, manual stage |
| Opportunity | A CRM record with an amount and a close date entered by a human. | CRM |
| Influenced pipeline | Opportunity amount where at least one owned page or campaign appears in the contact journey. | CRM plus GA4 join |
| Sourced pipeline | Opportunity amount where the first recorded touch is an owned channel. | CRM first-touch field |
Honest limits
Where this model is uncertain.
A dashboard that never expresses doubt is a dashboard that is lying somewhere.
- AI answer engines pass little or no referrer data. Every citation-driven visit we cannot see lands in direct, which means the AI row is a floor, not a measurement.
- Multi-stakeholder B2B buying means the person who read the comparison page is often not the person who filled the form. We report influenced pipeline at the account level for exactly this reason.
- Consent-based tracking loses a share of sessions. We do not model the gap or gross it up, we state it.
- A self-reported How did you hear about us field is the single highest-value attribution input in B2B software, and it takes one CRM field to add.
Keep reading the operating system
Every artifact lives in the proof library. The engagement itself is documented in our methodology, the commercial terms are on pricing, and the fastest paid entry point is the Growth System Diagnostic.
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