Commercial
Search & Site
Attribution & Finance
From clicks to contribution profit.
Platform, modelled and back-end revenue reconciled side by side, then carried through to margin, contribution profit and month pacing, so budget decisions are argued in profit rather than ROAS.
Already a customer? Open Attribution & Finance in your workspace
- 3 views
- Platform, modelled and back-end revenue reconciled together
- Profit ROAS
- Margin, fees, delivery and returns applied per channel
- Auditable
- Every figure drills back to the orders and spend behind it
- Plan marketing budgets against net profit margins, not just revenue.
- Give finance teams clear performance numbers they recognise and can audit.
- Settle the ad platform versus back-end CRM revenue argument definitively.
- Catch campaign overspend and profit margin drift well before month end.
Three versions of revenue, reconciled
Platform-reported, modelled and back-end order revenue sit in one table for the same window, with the gap between them explained rather than hidden. Where a difference comes from duplicate pixels, view-through windows or missing first-party events, Hookology names the cause and links to the fix in Tag & GTM Health.
- Platform, modelled and store revenue for the same window
- Variance explained, not averaged away
- Duplicate and missing event causes named
- Assumptions stated on every attribution view
Contribution profit per channel
Product margin, delivery, payment fees, returns and agency cost are applied to each channel, so a 4x ROAS line running on 22% margin stops looking better than a 2.6x line running on 61%.
- Margin, fees, delivery and returns applied per order
- Contribution profit and profit ROAS per channel and campaign
- Product and category level margin from your back end
- Break-even ROAS calculated per objective and per line
Pacing, forecast and the budget decision
The finance view carries straight into planning: month pacing against plan, a forecast close, and the reallocation Hookology would make, sized in profit. Approvals log against the settling window so the same money is not moved twice.
- Month to date pacing and forecast close
- Reallocation sized in contribution profit, not revenue
- Approvals logged with forecast versus actual
- Targets and goals tracked against the commercial plan
Numbers finance recognise
Every figure traces back to its source row, so the finance team can audit it. Exports match the periods and cost lines your management accounts already use.
- Drill from any figure to the underlying orders and spend
- Client-scoped so nothing bleeds between accounts
- Period and cost lines aligned to your reporting
The shift
What changes once Attribution & Finance is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- Media report one revenue figure, finance report another, and the meeting stalls.
- Budget is judged on ROAS, so low-margin lines quietly absorb the money.
- Overspend and margin drift only surface once the month has closed.
With Hookology
- One reconciled view with the variance explained and the cause named.
- Contribution profit per channel, with break-even ROAS set per objective.
- Live pacing, a forecast close and a reallocation sized in profit.
ROAS is a media metric. Contribution profit is the one the business is actually run on, so that is the number the budget decision is made against.
Inside the product
What Attribution & Finance looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On your workspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Plan marketing budgets against net profit margins, not just revenue.
- Give finance teams clear performance numbers they recognise and can audit.
- Settle the ad platform versus back-end CRM revenue argument definitively.
Workspace / Attribution & Finance
Attribution & Finance
Northwind Apparel
Attribution & Finance
1 - 23 September, blended view
Store revenue
£128,940
Shopify, net of returns
Platform reported
£141,120
9.4% above store
Contribution profit
£45,420
35.2% margin
Profit ROAS
2.3x
Break-even at 1.7x
Variance explained: £12,180 of the platform figure is Brand search claiming orders that email touched first. Modelled view reweights it, store revenue is the tie breaker.
Next move: shift £900 from Brand search into Outerwear prospecting. Worth an estimated £2,260 contribution profit this month at a 61% product margin.
How confidence works
Three evidence tiers, so nothing is stuck in 'needs data'
Every Attribution & Finance finding is labelled with how much evidence sits behind it. As data accumulates it moves up a tier and the recommendation tightens, so thin signals are never presented with the same weight as proven ones.
Tier 1 - Confirmed
Enough of your own history behind the finding
Read straight from your Search Console, analytics and crawl data, with enough volume behind it that Attribution & Finance states the position rather than hedging it.
Tier 2 - Emerging
Live signal, volume still building
The movement is real but young, so it is surfaced as directional and flagged for a second look before budget or roadmap time is committed to it.
Tier 3 - Modelled
Too little data to measure directly
Estimated from the patterns your own account has already proven, and always labelled as modelled so it is never mistaken for a measured result.
Every finding ends on one of four verdicts
When
Confirmed evidence and material money attached
What happens
It moves to the top of the queue with an owner and the expected impact stated.
When
Worth doing, but needs a slot rather than a scramble
What happens
It is sized and scheduled into the next cycle instead of jumping the queue.
When
Signal forming, evidence still thin
What happens
Tracked daily and escalated automatically the moment it firms up.
When
Noise, or impact too small to be worth an hour
What happens
Closed out with the reason recorded, so it does not resurface every week.
In practice
How Attribution & Finance works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your Search Console, analytics and crawl data are wired up during onboarding, so Attribution & Finance works from your own numbers on day one rather than a sample workspace.
Step 2
Three versions of revenue, reconciled
Platform-reported, modelled and back-end order revenue sit in one table for the same window, with the gap between them explained rather than hidden.
Step 3
Contribution profit per channel
Product margin, delivery, payment fees, returns and agency cost are applied to each channel, so a 4x ROAS line running on 22% margin stops looking better than a 2.
Step 4
We review it with you
Your account manager loads margin, fee and returns data, agrees the commercial model with your finance team, and reviews pacing and contribution profit on your regular call. Nothing sits in a dashboard waiting to be discovered.
Common questions
Most workspaces are live within a few days of the discovery call. Once your platforms are connected we backfill history, so the first session already shows trends rather than an empty screen.
Attribution & Finance reads your Search Console, analytics and crawl data directly. Nothing is estimated from benchmarks, and every figure can be traced back to the platform it came from.
Platform, modelled and store revenue for the same window, Variance explained, not averaged away, Duplicate and missing event causes named, Assumptions stated on every attribution view, and more.
Your account manager loads margin, fee and returns data, agrees the commercial model with your finance team, and reviews pacing and contribution profit on your regular call.
Why teams use it
- Plan marketing budgets against net profit margins, not just revenue.
- Give finance teams clear performance numbers they recognise and can audit.
- Settle the ad platform versus back-end CRM revenue argument definitively.
- Catch campaign overspend and profit margin drift well before month end.
How we set this up with you
Your account manager loads margin, fee and returns data, agrees the commercial model with your finance team, and reviews pacing and contribution profit on your regular call.
Our onboarding processWorks alongside
See Attribution & Finance running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call