Order value, not RFQs
Rank channels by orders shipped and their value rather than by quote requests received.
For Industrial Manufacturers
Which channels produced orders, not enquiries?
Match shipped orders back to the quote requests, trade shows and campaigns that produced them, across cycles measured in months.
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Industrial Manufacturers workspace FY2026
Shipped orders traced to a channel
$1,062,000 59% of $1,800,000 paid
- Google Ads $396,000 · 22%
- Trade shows $468,000 · 26%
- Email marketing $198,000 · 11%
- Direct / Unknown $738,000 · 41%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$18,000
Matched · high confidence
The blind spot
What's actually happening
Industrial enquiries are cheap to generate and most never become an order. The ones that do are worth six figures, and enquiry counts cannot tell you which channel brings them.
What you get
Built for Industrial Manufacturers.
Capital cycles are long
A quote in March ordered in November still traces to the campaign that produced it.
Trade shows included
Upload the show list and events attribute like any other channel instead of vanishing.
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$1,800,000paid shipped orders
Attributed to a channel$1,062,00059% of revenue
Average deal$18,000per paid sale
Match rate63%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 24 | $396,000 | 22% | |
| Trade shows | 19 | $468,000 | 26% | |
| Email marketing | 14 | $198,000 | 11% | |
| Direct / Unknown | 43 | $738,000 | 41% |
01
The quote-to-order gap is where the money is decided
Industrial marketing is usually measured on quote requests, because that is the number the website can produce. Most quotes never convert, conversion rates differ enormously by channel, and order values differ more.
Matching shipped orders back to the original enquiry ranks channels on the only figure that matters. It is common for a channel producing a quarter of the RFQs to produce most of the order value — and for the cheapest RFQ source to produce almost none.
02
Trade shows and distributors are not untracked, they are just unjoined
The badge-scan list from a show and the lead list from a distributor are both exports. They only look untrackable because nothing joins them to what shipped.
Upload either as a source file and it becomes a channel like any other. For manufacturers this frequently reorders the picture entirely, because show spend is large, slow to convert and traditionally justified on anecdote.
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 Industrial Manufacturers.
They say
Our ERP export is not built for this.
We say
It does not need to be. Shipped orders with a customer contact detail, an order value and a date — any layout, confirmed once.
They say
We sell through distributors, so we do not know the end customer.
We say
Then match on the distributor contact and measure which channels produce distributor demand. Where you do have end-customer detail, include it and both views are available.
They say
Most of our business is repeat orders.
We say
Repeat business lands in Direct / Unknown, which is correct — it was not produced by this year's advertising. Its size is itself a useful number.
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 equipment and component manufacturers selling through quotes land on Enterprise — ten seats for the team and the highest monthly record allowance, since a year of closed deals is a lot of rows.
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
- Single sign-on through your identity provider
- Your logo on every report
- Roles, permissions and guided onboarding
- Priority support
Questions
Questions we get about Industrial Manufacturers.
Anything else? Talk to us — a person answers, usually the same day.
Shipped or invoiced orders: a customer contact email or phone, the order value, and the date.
Yes — the badge-scan or attendee list is a source file, and shows then attribute like any other channel.
Yes, with a product column. Capital equipment and consumables rarely come from the same channels.
As long as your data covers. There is no attribution window to expire.
Yes — match on whichever contact you hold, and measure the channels producing distributor demand.
No. Existing lead exports work as the second file.
Yes, and for capital cycles that is usually the only period long enough to be meaningful.
Order rows analysed in a calendar month. Quote and lead rows do not count.
Nearby
Also worth reading.
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See how it worksStart today
Stop guessing which ads pay off.
Upload two exports and see your real revenue by channel in minutes. Three days free, no card.