Opening proof path
SIRJ is loading the workspace, connector, or public page with the same proof path intact: ad spend, lead, booked job, invoice, paid.
See how SIRJ matches spend, leads, deals, invoices, and payments with attribution windows, confidence scores, deterministic paths, and statistical allocation rules.
Buyer answers
Buyers do not only ask what ROAS was. They ask why the product credited one campaign, why another source was excluded, and whether modeled context is being mixed into invoice-backed proof.
SIRJ compares spend and lead events inside the same account and client workspace. A lead can match spend when it occurs after the spend event and inside the attribution window. Matching UTM campaign values receive stronger credit than a source-and-time match.
The buyer can distinguish a high-confidence campaign match from a weaker source-level match instead of treating every attributed lead as equally certain.
Inspect the related proofDownstream matching uses shared operational identifiers first, then email, then phone. SIRJ can connect a lead to a deal and a deal to a payment through contact, customer, deal, job, appointment, invoice, or payment identifiers when those records share scope.
The strongest revenue path uses the same business objects the operator already trusts, not a fuzzy channel rollup that hides the actual job, appointment, invoice, or payment record.
Inspect the related proofSIRJ counts payment revenue when a matched deal has a matched payment. If a matched deal does not yet have a matched payment, the deal amount can represent attributed revenue until payment evidence replaces it.
Reports can show revenue progress without double-counting a deal and its payment. The methodology explains why collected payments are stronger evidence than open deal value.
Inspect the related proofUnmatched leads can receive a statistical source allocation based on the matched source mix, but those allocations use low confidence and stay separate from deterministic counts so the product does not inflate source-backed revenue.
The buyer sees the difference between proof and modeled context. Statistical allocation can explain possible source mix without pretending uncertain leads are invoice-backed revenue.
Inspect the related proofMatch map
SIRJ separates exact campaign evidence, source-level context, operational identifiers, contact matches, and statistical allocation so the buyer can see what kind of proof sits behind the report.
Match rules
Confidence is not a decoration. It tells the buyer whether a result is campaign-level proof, source-level context, operational evidence, contact evidence, or modeled context.
| Signal | Relationship | Rule and confidence | User meaning |
|---|---|---|---|
| UTM campaign match | Spend to lead | 0.95 confidenceA spend event and a lead event share the same normalized campaign value, and the lead occurs after spend inside the attribution window. | The lead can be credited to the exact campaign with stronger confidence than a source-only match. |
| Source and time match | Spend to lead | 0.60 confidenceA spend event and lead event share the same normalized source, but campaign evidence is unavailable or not equal. | The lead can support source-level context, but it should not be presented as the strongest campaign-level proof. |
| Shared operational identifier | Lead to deal or deal to payment | 0.98 confidenceRecords share a normalized contact, customer, deal, job, appointment, invoice, or payment identifier in the same tenant scope. | The revenue path is backed by the same operational object, such as a job, appointment, invoice, or payment. |
| Email match | Lead to deal or deal to payment | 0.90 confidenceRecords share the same normalized customer, contact, or lead email when a stronger operational identifier is not available. | The match is strong contact evidence, but still weaker than a shared operational id from the source system. |
| Phone match | Lead to deal or deal to payment | 0.85 confidenceRecords share the same normalized customer, contact, or lead phone number when stronger id or email evidence is unavailable. | Phone matching can support service-business attribution, especially call-heavy workflows, while still carrying lower confidence than id or email. |
| Statistical source allocation | Unmatched lead context | 0.25 confidenceUnmatched leads are distributed across sources by the current matched source mix only when there is already deterministic source evidence. | The allocation can explain likely source mix, but it must not replace deterministic lead, deal, payment, or revenue counts. |
Attribution workflow
The chain moves from tenant scope, to spend-window matching, to downstream operational links, to deterministic revenue, then to statistical context only when it is clearly separated.
| Step | Method role | User-visible proof |
|---|---|---|
| Scope the event set | Attribution starts by asserting that all spend, lead, deal, and payment events belong to the same account and client workspace before any match candidate is considered. | The method prevents one client's spend from receiving another client's revenue, which is the baseline trust requirement for agency reporting. |
| Match spend to leads inside the window | The default attribution window is seven days. Spend after the lead or spend older than the configured window is excluded before campaign or source matching can assign credit. | A stale campaign cannot keep taking credit forever, and buyers can see why the report window affects attribution completeness. |
| Build downstream revenue links | Lead-to-deal and deal-to-payment links only use downstream events that occur after the source event, then select the strongest available id, email, or phone match. | The chain moves forward from demand to operations to payment rather than backfilling a convenient revenue story. |
| Summarize deterministic revenue | SIRJ counts attributed leads, deals, payments, revenue, spend, and ROAS from matches that form a complete chain. Payment revenue replaces matched deal value to avoid double counting. | The dashboard can explain whether revenue came from paid evidence or from a matched deal that has not yet produced a payment event. |
| Keep statistical context separate | When leads are unmatched, SIRJ can allocate likely source share from deterministic matched leads, but that context remains low-confidence and separate from deterministic revenue. | Reports can discuss likely source mix without turning modeled context into invoice-backed proof. |
Proof standards
These gates protect attribution from cross-client blending, stale campaign credit, hidden confidence differences, and modeled context being treated as deterministic revenue.
Every match function asserts shared account and client scope before source and target events can form an attribution relationship.
Spend-to-lead matching excludes leads that occur before spend or outside the configured attribution window, with seven days as the default.
Match records persist method and confidence so attribution can distinguish campaign, source-time, id, email, phone, and statistical evidence.
Statistical allocations use low confidence, require matched source evidence, and remain separate from deterministic lead and revenue counts.
FAQ
The method should be easy to explain before a client asks why one campaign got credit and another did not.
The default spend-to-lead attribution window is seven days. A lead that happens before the spend event or after the configured window does not receive spend credit from that event.
No. Shared operational identifiers carry stronger confidence than email or phone matches, and campaign matches carry stronger spend-to-lead confidence than source-only matches.
No. When a matched deal has a matched payment, payment revenue is counted and the deal value is excluded from attributed revenue so the same opportunity is not counted twice.
No. Statistical allocation can add low-confidence context for unmatched leads, but it does not change deterministic attributed lead, deal, payment, revenue, or ROAS counts.
Ready when the numbers need to hold up
Use the matching engine page to see the product-level path, then read metric definitions to see how matched events become dashboard cards, Ask Data answers, and report-ready calculations.