The story behind the numbers

67%

of revenue has no logged source

$3.56M

255 of 397 sales · YTD attribution gap

$3.56M of Icon's revenue can't be traced — but it has to be coming from us.

Icon only runs four marketing channels, and three of them are Crabtree-driven. There's no other agency, no radio, no billboards, no third-party paid spend. So the $3.56M of revenue with no logged source isn't coming from somewhere mysterious — it's almost certainly being driven by Crabtree's paid ads and SEO, with the attribution chain breaking at the showroom door.

"Your goal is not to look for paid ads. Your goal is to find attribution for every sale." — Chris Osborn, 2026-05-20. Close this gap and the ROI of every Crabtree dollar becomes provable.

Channel 01

Google + Meta Ads · Crabtree

Channel 02

SEO / Organic · Crabtree

Channel 03

Word-of-mouth · Icon

Channel 04

Shows & Events · 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) but the third-highest revenue ($1.08M) — suggesting SEO + word-of-mouth are doing the heavy lifting there. Yulee ($10K spend, $270K revenue, winding down) is the worst paid ROI and should be deprioritized. Bluffton/Hardeeville have ad spend but no sales sheet of their own — those leads route to Jacksonville Beach.

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).