This dashboard auto-refreshes every Monday at 6 AM ET — pulls fresh sales sheets from Google Drive, ad spend from Google Ads + Meta Ads APIs, and rebuilds the attribution. The data behind every chart is no more than one week old.

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The story behind the numbers

67%

of revenue has no logged source

$3.56M

255 of 397 sales · YTD attribution gap

$3.56M of revenue closed without a logged source. We don't know where it came from — and that's the problem to solve.

Of the 397 customer sales YTD, only 142 (33%) have a source noted on the Sales sheet. The other 255 sales — $3.56M of revenue — could be a paid lead whose UTM broke, an SEO visitor who never filled a form, a referral the rep didn't write down, a repeat customer, a walk-in from someone who drove past the showroom, or any combination. Until we know which, we can't prove ROI on any channel — paid, SEO, or otherwise.

"Your goal is not to look for paid ads. Your goal is to find attribution for every sale." — Chris Osborn, 2026-05-20. The fix is one workflow change away: sales reps log Lead Source at deal close.

Plausible bucket 01

Paid ads (UTM broke) · Crabtree

Plausible bucket 02

SEO / organic search · Crabtree

Plausible bucket 03

Walk-in / drive-by / referral · Icon

Plausible bucket 04

Repeat customer / shows · Icon

Total YTD Revenue

$5.33M

397 customer sales

Revenue Traced

$1.77M

33% · 142 sales with logged source

Revenue Unattributed

$3.56M

67% · likely Crabtree-driven

Crabtree Ad Spend YTD

$69,858

Google $48.5K · Meta $21.3K

Avg Deal Size

$13,419

Median $13,495

Implied ROAS (if gap = ours)

76×

$5.33M revenue / $69.8K spend

Ad spend vs. revenue by location

2026 YTD · Google Ads + Meta Ads · sorted by revenue

Store	Google	Meta	Total spend	Revenue YTD	Sales	Spend : Revenue
TOTAL (2026 YTD)	$48,522	$21,336	$69,858	$5,327,237	397	1 : 76

Reading this: Wilmington has the lowest paid spend ($5.4K) yet the third-highest revenue ($1.08M) — suggesting SEO + word-of-mouth are doing the heavy lifting there. Yulee runs ads through close (mid-June 2026), then those dollars get redirected. Bluffton and Hardeeville are their own stores with independent sales — their sales sheets weren't in the most recent data drop, so revenue + ROI ratios are pending. Silverleaf is the one true ad-market-without-a-store; its leads route to Jacksonville Beach until a physical location opens. Spend ratios shown only for stores with confirmed revenue.

Attribution funnel

2026 YTD

397 customer sales

All YTD revenue · $5.33M

→ 64% lose source at deal close

142 attributed

Has a logged source · $1.77M

→ Paid touches isolated by UTM + CallRail

9 paid sales

Confirmed paid · $104K (floor)

Monthly revenue trend

Jan – May 2026 · revenue + sale count

Source mix — what we CAN attribute

2026 YTD · share of revenue by bucket

Top-selling cart models

88% of all sales

E-series (electric) leads volume; I-series (intelligent / LSV-rated) leads premium pricing. E20FX and E40FX alone are ~40% of YTD revenue.

Multi-touch evidence

3 customers

touched BOTH Google Search + Organic SEO before buying

When attribution is clean, customers don't pick a single channel — they touch multiple. These three sales (~$41K) prove the SEO + paid combination at work. Most of the 255 unattributed sales likely follow this same pattern; we just can't see it yet.

Michael Akers (Aberdeen) · $12,192 · Organic Search + Paid Google
Stan Cash (Aberdeen) · $13,757 · Organic Search + Paid Google
Jim Duntley (Cary) · $15,017 · Organic Search + Other

Audience optimization

5 customers

had a paid ad touch AFTER they'd already bought

$55K of ad spend was retargeting existing customers — not driving new revenue. Argues directly for Chris's proposal to Ty Jr.: exclude existing customers from Meta & Google paid audiences. Same budget, more new-customer reach.

Rick Tate · $13,285 · ad after purchase
Stabbert · $14,475 · ad after purchase
+ 3 others

01 · The 30-second fix

~30 sec

per deal — closes the 67% gap

Sales rep logs Lead Source on the Sales sheet at deal close. Forwarded as Section 6 memo to Ty Sr. for sales team. Closes the entire $3.56M attribution gap going forward, deal by deal.

02 · The infrastructure fix

All lines

CallRail expansion to every store phone

Today CallRail only tracks ad-driven calls. If every store's main number is on CallRail, organic-search calls and walk-in callers get a source attached automatically — SEO becomes visible in revenue, not just in traffic reports.

03 · The campaign optimization

$55K

recoverable by excluding existing customers

Chris's two proposals to Ty Jr.: (1) Brand search exclusion in Google — we shouldn't pay to rank for "Icon Golf Cars"; (2) Existing-customer exclusion in Meta & Google audiences. Same budget, new-customer-only reach.

Attribution rules · Every sale matched bidirectionally via phone, email, exact name, and symmetric first/last name. Only pre-sale events count. ILM Sales sheet rows canonical-mapped to "Wilmington" (Store col blank). Internal Icon-named transfers excluded.

Refresh cadence · Reproducible from raw data in <30 sec. Built by Crabtree Marketing, refreshed 2026-05-21 (v7 — gap-first restructure).