Contract value, not MQLs
Rank channels by the revenue they closed so one large account outweighs a page of leads.
For Security & Guarding Services
Which channels produced signed security contracts?
Match signed contracts and the billed hours or monitoring fees they generate to the campaigns and bids that produced the account.
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The blind spot
What's actually happening
Guarding contracts are won on bids and referrals and billed by the hour for years. Marketing is measured in form fills.
Sales cycles longer than any window
A deal that closes two quarters after the click still credits that campaign.
Defensible in a board pack
Only exact matches count automatically; anything weaker is flagged rather than assumed.
The number you can take into a budget meeting
Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.
FY2026
Total revenue $1,200,000
Attributed to a channel $636,000 53% of revenue
Average deal $7,150
Match rate 72%
| Channel | Sales | Revenue | Share |
|---|---|---|---|
| Google Ads | 37 | $264,000 | |
| LinkedIn Ads | 22 | $156,000 | |
| Bid & tender lists | 30 | $216,000 | |
| Direct / Unknown | 79 | $564,000 |
Bid lists are a channel and can be ranked like one
Tender portals and bid services carry a real subscription cost and are justified by the number of opportunities they surface, not by the contracts actually won through them.
Uploaded as a source file, a bid list ranks on contracted billing against paid media — which frequently shows that a portal producing hundreds of opportunities has produced almost no revenue.
Hours billed, not contracts signed, is the honest measure
Two contracts signed on the same day can differ tenfold in hours. A count of wins tells you almost nothing about which channel produced the growth.
Ranking on billed revenue rather than contract count corrects that, and it keeps correcting as coverage expands on an existing account.
What changes when you can prove it
You stop defending the budget and start growing it
"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.
You can cut the wrong channel without a fight
Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.
Your reporting survives the finance review
Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.
You answer in an afternoon, not a quarter
Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.
What security & guarding services usually push back on
We win work through tenders.
Upload the bid or tender list as a source file — that is exactly the spend most worth measuring here.
Contracts vary from one guard to fifty.
Which is why billed revenue rather than contract count is the ranking.
Our clients are security-conscious.
Only a contact detail, an amount and a date are needed. No site information, no schedules.
Pricing
Flat monthly pricing with no per-call, per-minute or per-form fees. The number here is the number on the invoice. Most security & guarding services land on Growth.
Starter
A single business getting started
$49/mo
billed monthly
- 1 workspace · 1 seat
- 500 sales records / month
- 6-month saved history
- Phone + email matching with confidence tiers
- Assisted column mapping
- Your logo on every report
- CSV export
Growth
Most popularA business scaling ad spend
$199/mo
billed monthly
- 1 workspace · 2 seats
- 5,000 sales records / month
- 13-month history (year over year)
- Campaign drill-down and period comparison
- PDF + shareable read-only report
- Your logo on every report
- Priority support
Enterprise
One business closing at volume
$499/mo
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Your logo on every report
- Roles, permissions and guided onboarding
Agency
Reporting on many clients at once
$799/mo
billed monthly
- 10 client workspaces (+$25/mo each)
- 10 seats
- 10,000 sales records / month per workspace
- 24-month history
- White-label reports — our mark removed entirely
- Roles, permissions and guided onboarding
Questions security & guarding services ask
Signed contracts or billing: an account contact email or phone, the amount, and a date.
Stop guessing which ads pay off.
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