Contract value, not enquiries
Rank channels by signed recurring revenue rather than by how many people filled in a form.
For MSPs & IT Services
Which channels produced signed contracts?
Match signed managed-services agreements and their recurring value to the campaigns that produced the first conversation.
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MSPs & IT Services workspace FY2026
Signed annual contract value traced to a channel
$732,000 61% of $1,200,000 paid
- Google Ads $312,000 · 26%
- LinkedIn Ads $264,000 · 22%
- Email marketing $156,000 · 13%
- Direct / Unknown $468,000 · 39%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$35,300
Matched · high confidence
The blind spot
What's actually happening
An MSP contract is worth tens of thousands a year and takes months to sign. Judging demand generation on enquiry count in that market means optimising for people shopping for a one-off fix.
What you get
Built for MSPs & IT Services.
Months-long consideration
An enquiry in March signed in September still traces to the campaign that produced it.
Seats for sales and marketing
The people who generate demand and the people who close it read one report.
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$1,200,000paid signed annual contract value
Attributed to a channel$732,00061% of revenue
Average deal$35,300per paid sale
Match rate67%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 9 | $312,000 | 26% | |
| LinkedIn Ads | 7 | $264,000 | 22% | |
| Email marketing | 5 | $156,000 | 13% | |
| Direct / Unknown | 13 | $468,000 | 39% |
01
Break-fix enquiries and managed contracts are different markets
The searches that produce urgent break-fix enquiries are cheap, plentiful and almost never turn into a managed agreement. The searches and campaigns that produce managed contracts are quieter, more expensive per enquiry, and produce nearly all the recurring revenue.
Measured on enquiry volume the first looks like the winner every month. Measured on signed annual contract value the ranking usually inverts entirely, which is the single most useful thing an MSP can learn about its marketing.
02
Referral is the largest channel and nobody measures it
Most MSPs get a substantial share of new contracts from existing clients, vendor partners and personal networks. That revenue is real and it is not produced by advertising, so crediting it to whichever campaign ran that quarter makes the paid figures worthless.
It lands in Direct / Unknown, shown rather than redistributed. Quantifying it is often the finding that changes the plan — a firm discovering that 39% of contract value is referral usually decides to invest in that deliberately rather than accidentally.
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 MSPs & IT Services.
They say
Our sales cycle is longer than any trial.
We say
That is why the analysis is retroactive. Upload last year's signed contracts and last year's lead exports on your first afternoon — nothing had to be installed at the time, so a completed cycle can be measured immediately.
They say
We do not run much paid advertising.
We say
Then the most valuable output is the size and composition of Direct / Unknown, and whether the little you do spend produces anything. Several firms have used exactly this to justify starting or stopping.
They say
Client data is confidential.
We say
Only a contact detail, a contract value and a date are needed. No client names required, no systems connected, and the data is isolated per workspace, encrypted and deletable.
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 managed service providers and IT consultancies 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 MSPs & IT Services.
Anything else? Talk to us — a person answers, usually the same day.
Signed agreements: a primary contact email or phone, the annual or monthly contract value, and the signature date.
Whichever your team plans on — just keep it consistent across periods.
Yes, with a service or product column. Managed security and general managed IT often come from very different channels.
Export the value at the point you want to measure, or run the report over a longer range so expansions appear against the original channel.
Include a partner-referral list as a source file and they attribute like any other channel, rather than disappearing into Direct / Unknown.
As long as your data covers. There is no attribution window.
Usually marketing, the sales lead and the owner. Enterprise includes ten, sharing one monthly record allowance.
Yes, and for this business it is the right unit of analysis — a quarter is too short to contain a cycle.
Nearby
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See how it worksStart today
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