Model comparison
Model comparison
The same 508 qualified leads, credited two ways. Clicks alone miss the awareness that offline, AI search and word of mouth create; the self-reported answer puts it back.
Qualified leads by channel
Bars show each model's credit; the chip shows the change.
Cost / QL under each model
Paid channels only. A channel can look expensive on clicks and efficient once self-reported demand is counted.
| Channel | Spend | QLs · last non-direct | QLs · first click + SRA | Cost / QL · last non-direct | Cost / QL · first click + SRA | Verdict |
|---|---|---|---|---|---|---|
LinkedIn Ads | £136,596 | 75 | 78 | £1,821 | £1,751 | Consistent |
Google Ads | £89,349 | 210 | 89 | £425 | £1,004 | Overvalued by clicks |
Offline Marketing | £59,819 | 1 | 25 | £59,819 | £2,393 | Undervalued by clicks |
Meta Ads | £23,246 | 6 | 5 | £3,874 | £4,649 | Overvalued by clicks |
Reddit Ads | £13,952 | 0 | 7 | — | £1,993 | Undervalued by clicks |
Response rate
88.1%
1,087 of 1,234 leads
Re-attributed
269
brand or direct first clicks replaced
Re-attribution rules
- • Brand search and direct first clicks are always overridden.
- • Paid non-brand clicks are protected: a verified click beats a survey answer.
- • Search-engine answers are ignored; clicks already separate brand from non-brand.
- • A synthetic touchpoint is placed one second before the first visit.
“Google Gemini”
Kwame Taylor · Meridiangrid Games · 6 Oct · first click: (direct) / (none)
“CTO Craft Con talk”
Elena Patel · Quantaworks Capital · 6 Oct · first click: (direct) / (none)
“Saw you on Facebook”
Noah Okafor · Helixloop Studio · 6 Oct · first click: Prospecting · Founders lookalike
“Word of mouth”
Daniel de Vries · Lumenic Energy · 6 Oct · first click: Brand · Wave Group
“Perplexity search”
Omar Walker · Kinetfield Pay · 6 Oct · first click: Organic · Branded queries
“Billboard on Silicon Roundabout”
Noah Novak · Rivetmark Robotics · 6 Oct · first click: Organic · Branded queries
“Used you at my last company”
Lucas Fischer · Sablenest Capital · 6 Oct · first click: Brand · Wave Group
“billboard near Liverpool St”
Omar Green · Rivetra Security · 6 Oct · first click: Organic · Branded queries
“CTO Craft Con talk”
James Clarke · Solacepoint Analytics · 6 Oct · first click: (direct) / (none)
“Used you at my last company”
Sakura Moreau · Tesselline Pay · 5 Oct · first click: (direct) / (none)
“Saw a billboard on Old Street”
Nina Murphy · Corvidbridge Analytics · 5 Oct · first click: Brand · Wave Group
“Met Tom at CTO Craft Con”
Arthur Schmidt · Graniteline Logistics · 5 Oct · first click: Brand · Wave Group
“Followed you on X”
Mia Khan · Nimbusnest Systems · 5 Oct · first click: X · Company posts
“GPT suggested Wave for staff augmentation”
Sophia Clarke · Tandempoint Systems · 5 Oct · first click: Brand · Wave Group
“LinkedIn”
Felix O'Connor · Halcyonly Labs · 5 Oct · first click: Thought Leadership · AI transformation
“My former CTO used Wave”
Harry Williams · Sablestack Cloud · 5 Oct · first click: Google reviews (1,000+ ★5.0)
“Found you via Perplexity”
Lucas Green · Sablemark Labs · 5 Oct · first click: (direct) / (none)
“Instagram ad”
Marco Chen · Parallaxmark Capital · 5 Oct · first click: (direct) / (none)
“Used you at my last company”
Amelia O'Connor · Beaconic Robotics · 5 Oct · first click: (direct) / (none)
“Asked ChatGPT for the best tech recruiters in London”
Chloe Moreau · Cobaltloop Games · 5 Oct · first click: Organic · Branded queries
“Recommendation from our investor”
Lena Kowalski · Pulseic Analytics · 5 Oct · first click: (direct) / (none)
“claude ai”
James Brown · Atlasic Energy · 5 Oct · first click: (direct) / (none)
“Sponsored post on LinkedIn”
Ruth Wilson · Atlasstack Logistics · 5 Oct · first click: Lead Gen Form · Elite shortlist in 48h
“Our VC introduced us”
Freya Clarke · Sableloop Games · 5 Oct · first click: (direct) / (none)