Closed revenue, not pipeline stages
Rank channels by the revenue they closed rather than the opportunities they created.
For Insurance Carriers
Which channels produced bound premium?
Match bound policies and the premium they carry, renewal after renewal, to the campaigns and partners that produced the policyholder.
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Insurance Carriers workspace FY2026
Bound premium traced to a channel
$5,040,000 56% of $9,000,000 paid
- Google Ads $1,710,000 · 19%
- Aggregators $2,340,000 · 26%
- Meta Ads $990,000 · 11%
- Direct / Unknown $3,960,000 · 44%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$928
Matched · high confidence
The blind spot
What's actually happening
Quote volume is the industry's default metric and the least useful one. Bound premium and retention are what the loss ratio and the growth plan are built on.
What you get
Built for Insurance Carriers.
Cycles longer than any attribution window
A contract signed four quarters after the click still credits that campaign.
Defensible in a board pack
Only exact matches count automatically; unmatched revenue is shown, never redistributed.
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$9,000,000paid bound premium
Attributed to a channel$5,040,00056% of revenue
Average deal$928per paid sale
Match rate73%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 1842 | $1,710,000 | 19% | |
| Aggregators | 2517 | $2,340,000 | 26% | |
| Meta Ads | 1064 | $990,000 | 11% | |
| Direct / Unknown | 4262 | $3,960,000 | 44% |
01
Aggregators report their own conversions, which is not a control
Comparison sites and aggregators self-report performance, and those figures are rarely reconciled against the policies actually bound in the carrier's own system.
Uploading the aggregator lead export as a source file and matching it against bound premium gives an independent count. For most carriers it is the first genuinely neutral measurement of that spend they have ever had.
02
Retention decides which channel was actually good
Two channels binding premium at the same acquisition cost are not equivalent if one produces policyholders who renew for eight years and the other produces annual shoppers.
Because the match is on the policyholder, every renewal credits the original channel — and once retention is in the ranking, the cheapest acquisition channel is frequently the worst one.
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 Insurance Carriers.
They say
Our channel partners report their own numbers.
We say
Which is exactly what an independent match is for. Upload their lead export and compare it against your own bound premium.
They say
We are regulated and audited.
We say
Nothing is inferred and nothing is redistributed. Every counted match traces back to two records you supplied.
They say
Policyholder data is tightly controlled.
We say
Only a contact detail, a premium amount and a date are needed. No policy numbers, no claims, no underwriting data.
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 carriers and managing general agents 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/mês
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 Insurance Carriers.
Anything else? Talk to us — a person answers, usually the same day.
Bound policies: a policyholder contact email or phone, the premium, and a date.
Yes — a renewal credits the channel that produced the policyholder.
Yes — upload their lead export and match it against bound premium.
Yes, with a product column.
Yes, with the relevant column.
Yes, if cancellation or lapse dates are exported.
Encrypted, isolated per workspace, deletable, DPA available.
Policy rows analysed in a calendar month. Quote rows do not count.
Nearby
Also worth reading.
Commercial Insurance
Match bound policies and the commission they earned to the enquiries and campaigns that produced them, across renewal cycles measured in years.
See how it worksPersonal Lines Insurance
Match bound policies and the commission they earn, renewal after renewal, to the campaigns that produced the policyholder.
See how it worksFintech & Payments
Match activated accounts and the revenue they process to the campaigns that produced the signup — because a signup that never transacts is not a customer.
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.