Tag every record with its vendor, batch and campaign at the moment it arrives, carry those tags through to the funded deal, and report cost per funded deal by source. Most floors cannot say which vendor produced last quarter’s deals, which means every renewal decision is made on impression rather than evidence.
Ask a floor which vendor produced their best deals last quarter and most give an answer based on the vendor they remember being annoyed by. The data usually exists in principle and has never been connected end to end.
The tags have to survive the whole pipeline — through the qualified stage, the submission, the offer and the funded deal. Most CRMs lose them at exactly one point: when a lead is converted into an opportunity or deal object and the source fields are not mapped across. Check that specific transition, because it silently breaks every report downstream of it.
| Report | Answers |
|---|---|
| Funded deals by vendor | Who to buy from |
| Cost per funded deal by vendor | What to pay them |
| Contact rate by vendor | Whose numbers are real |
| Time to first dial by batch | Whether the comparison is fair |
| Funded rate by batch over time | Whether a feed is degrading |
That last row is the one worth watching. Feeds degrade quietly as a vendor scales or changes their traffic, and a per-batch trend catches it a quarter before the aggregate number does.
Tag every record with vendor, batch and campaign at ingestion, and make sure those tags survive the conversion from lead to deal in your CRM. That single transition is where most attribution breaks.
Because feeds change. Per-batch reporting shows a vendor degrading a quarter before the aggregate figure does, and it makes each order comparable to the last.
Because a batch of fifty that became fifty-eight through replacements did not produce its deals from fifty. Without the flag, cost per funded deal is understated on every batch that ever had a claim.
Funded deals and cost per funded deal by vendor, contact rate by vendor, time to first dial by batch, and funded rate by batch over time.
At lead-to-deal conversion, when the source fields are not mapped onto the new object. Everything downstream then reports blank and nobody notices until a quarter-end review.
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