Campaign and channel attribution
Understand which campaigns and channels drive the best customers, not just leads.
Leads are not the goal
Marketing teams measure campaigns by lead volume, cost per lead, and conversion rate. But these metrics tell you nothing about customer quality. A campaign that generates 1,000 leads who churn in 90 days is worse than one that generates 100 leads who expand and renew.
The disconnect between marketing metrics and business outcomes creates misalignment. Marketing optimizes for volume. Sales complains about lead quality. Nobody knows which campaigns actually drive revenue.
"We were pouring budget into channels that generated volume. Propane showed us our best customers came from a channel we'd been underfunding. We reallocated and LTV went up 40%." — VP Demand Gen
How Propane connects marketing to outcomes
Propane maps the full customer journey — from first touch to closed deal to renewal — so marketing can see which campaigns and channels produce the best long-term customers. Attribution extends beyond the sale into adoption, retention, and expansion.
Full-funnel attribution
See which touchpoints influenced awareness, consideration, conversion, and retention. A blog post that doesn't generate leads directly but consistently appears in the journeys of high-value customers is worth knowing about.
Channel quality scoring
Propane ranks channels not just by volume but by the quality of customers they produce — measured by retention rate, expansion revenue, and lifetime value. Your best channel might not be your busiest.
Optimizing spend with confidence
When you know which campaigns produce the best customers, budget allocation becomes straightforward. Double down on what works. Cut what doesn't. Test where the data is inconclusive.
"Board meetings used to be 'why aren't we getting more leads?' Now we show cost per retained customer. The conversation completely changed." — CMO, B2B SaaS
ROI modeling
Propane provides the data to model true ROI — not just cost per lead, but cost per retained customer and cost per dollar of expansion revenue. These are the metrics that matter for sustainable growth.
Who uses this
Demand generation teams optimizing campaign spend. Marketing leaders reporting ROI to the board. Growth teams identifying the highest-leverage channels.
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Propane is the customer intelligence platform for product teams. Connect your CRM, support tools, and product analytics to get AI-powered insights from every customer conversation.
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