Contract value, not MQLs
Rank channels by the revenue they closed so one large account outweighs a page of leads.
For Equipment Rental
Which channels produced paid rentals?
Match rental revenue and the accounts behind it to the campaigns and calls that produced the customer, across every subsequent hire.
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Equipment Rental workspace FY2026
Rental revenue traced to a channel
$399,000 57% of $700,000 paid
- Google Ads $217,000 · 31%
- Local service ads $98,000 · 14%
- Outbound & referral $84,000 · 12%
- Direct / Unknown $301,000 · 43%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$443
Matched · high confidence
The blind spot
What's actually happening
A first rental is $600. The contractor who opens an account rents forty times over four years, and no channel is credited for any of it.
What you get
Built for Equipment Rental.
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.
A worked example
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.
Total revenue$700,000paid rental revenue
Attributed to a channel$399,00057% of revenue
Average deal$443per paid sale
Match rate80%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 489 | $217,000 | 31% | |
| Local service ads | 222 | $98,000 | 14% | |
| Outbound & referral | 190 | $84,000 | 12% | |
| Direct / Unknown | 679 | $301,000 | 43% |
01
The account, not the rental, is what marketing produced
Contractors are habitual. Once an account is open and a rep is known, hires repeat for years. Judging the campaign that opened the account on a single hire is off by two orders of magnitude.
Because the match is on the account, every subsequent rental credits the original channel — which reframes acquisition spend from a marginal cost into the highest-return line in the budget.
02
Utilisation is seasonal, so compare like with like
Rental demand tracks construction seasons and weather. Comparing consecutive months describes the calendar rather than the marketing.
With no attribution window, any period can be run against the same period a year earlier, which is the only comparison that isolates a campaign's effect.
Why it matters
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.
Honest answers
The pushback we hear from Equipment Rental.
They say
Our rentals are low value individually.
We say
Which is why repeat hires must credit the original channel — that is where the value of an account is.
They say
Most customers phone or walk in.
We say
Any call export works as a source file, and walk-in accounts still match if a contact detail is captured at opening.
They say
Our rental software is industry-specific.
We say
If it exports rental revenue to CSV, that is enough.
Pricing
Flat monthly pricing. No per-call fees.
The number here is the number on the invoice — no per-call, per-minute or per-form fees. Most construction and industrial equipment rental companies land on Growth — thirteen months of history to compare a month to the same month last year, and a PDF you can put in front of whoever holds the budget.
Most popular
Growth
A 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
Questions
Questions we get about Equipment Rental.
Anything else? Talk to us — a person answers, usually the same day.
Rental revenue: a customer email or phone, the amount, and a date.
Yes — they credit the channel that produced the account.
Yes, with a category column.
Yes, with a location column, on Growth and above.
Yes. There is no attribution window.
No, but their export works as the second file if you use them.
Encrypted, isolated per workspace, deletable, DPA available.
Rental rows analysed in a calendar month. Enquiry rows do not count.
Nearby
Also worth reading.
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See how it worksStart today
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