Type of information
Revenue
System that keeps the official record
Accounting system
Read source
Accounting API
Conflict policy
Accounting keeps the official record for the revenue amount. The Forge holds the source attribution.
Marketing Campaign to Revenue
Ad platforms report clicks and forms. The CRM reports opportunities. Scheduling reports appointments. Operations reports completed work. Accounting reports revenue. No system connects the full path.
Trigger
A campaign impression, click, or form submission attributed to a source.
Participating systems
Ad platforms · Website forms and landing pages · The Forge · CRM (if retained) · Calendar / scheduling · Accounting system
Steps
What happens at each handoff
- A customer converts outside the platform's attribution window. — The Forge stores the attribution locally so revenue-per-source is accurate even when the ad platform can't accept the conversion.
- A form submission has no campaign metadata. — The customer is preserved with source = organic / direct rather than dropped; downstream reporting distinguishes attributed from non-attributed revenue.
Source of truth
Which system keeps the official record
Type of information
Acquisition source
System that keeps the official record
The Forge
Read source
Form / ad-platform lead event
Write destination
Ad platform (offline conversion)
Conflict policy
First attributable source wins; downstream touches are supporting.
Metrics unlocked
- Revenue by campaign and creative
- Cost per acquired customer
- Time from click to revenue
- Lifetime value by acquisition source
Roles
- Sales and marketing leader
- Owner / executive
- Finance and accounting
Industries
- Home services
- Dental
- Insurance
- Schools
- Professional services
Exceptions
When things go wrong
When
A customer converts outside the platform's attribution window.
Then
The Forge stores the attribution locally so revenue-per-source is accurate even when the ad platform can't accept the conversion.
When
A form submission has no campaign metadata.
Then
The customer is preserved with source = organic / direct rather than dropped; downstream reporting distinguishes attributed from non-attributed revenue.
When
The ad platform's offline-conversion write fails.
Then
The event is queued and retried; the internal revenue-by-source report is not delayed by the ad platform's availability.
Other workflows
Lead to Appointment
A lead arrives from an ad, form, or referral and sits unattended while someone remembers to book them.
Job to Invoice
Completed work sits for days before it is billing-ready. Field notes, photos, change orders, and hours live in different places, and the office assembles the invoice by hand.
Schedule to Payroll
Schedules, time entries, approvals, and job context live in separate systems, so payroll runs without the operational picture behind the hours.