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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Security & Guarding Services workspace FY2026
Contracted billing traced to a channel
$636,000 53% of $1,200,000 paid
- Google Ads $264,000 · 22%
- LinkedIn Ads $156,000 · 13%
- Bid & tender lists $216,000 · 18%
- Direct / Unknown $564,000 · 47%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$7,150
Matched · high confidence
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.
What you get
Built for Security & Guarding Services.
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$1,200,000paid contracted billing
Attributed to a channel$636,00053% of revenue
Average deal$7,150per paid sale
Match rate72%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 37 | $264,000 | 22% | |
| LinkedIn Ads | 22 | $156,000 | 13% | |
| Bid & tender lists | 30 | $216,000 | 18% | |
| Direct / Unknown | 79 | $564,000 | 47% |
01
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.
02
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.
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 Security & Guarding Services.
They say
We win work through tenders.
We say
Upload the bid or tender list as a source file — that is exactly the spend most worth measuring here.
They say
Contracts vary from one guard to fifty.
We say
Which is why billed revenue rather than contract count is the ranking.
They say
Our clients are security-conscious.
We say
Only a contact detail, an amount and a date are needed. No site information, no schedules.
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 security guarding, patrol and monitoring providers 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 Security & Guarding Services.
Anything else? Talk to us — a person answers, usually the same day.
Signed contracts or billing: an account contact email or phone, the amount, and a date.
Yes — later billing credits the channel that won the account.
Yes — each is a source file.
Yes, with a service column.
Yes, with the relevant column, on Growth and above.
Encrypted, isolated per workspace, deletable, DPA available.
Yes. Nothing had to be installed at the time.
Contract or billing rows analysed in a calendar month. Bid rows do not count.
Nearby
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See how it worksStart today
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