A really common question we get is "How can I see the total revenue Made With Intent campaigns are driving? Can I add up all the campaigns?"
The honest answer is: it's a bit more nuanced than a simple sum, and we want to help you land on a number you can confidently share. Here's how we'd suggest thinking about it today, as well as what’s coming in the product to better support you.
Why a simple sum tends to over-state things
The same visitor will often interact with more than one of your campaigns in a journey. When that happens, adding the per-campaign revenue figures together will count the same converting customer more than once, and the total could end up looking bigger than the real incremental impact.
It's not a quirk of Made With Intent - any platform that reports per-campaign revenue runs into this. So we want to make sure you're armed with the most defensible number when you're sharing results.
A safe number you can share today
While we're working on rolled-up revenue inside the platform, the figure we'd suggest leaning on is the revenue from your single best-performing campaign on the account.
Think of it as a minimum guaranteed revenue figure:
There's almost certainly more incremental value happening across your other campaigns - it's just that, until we have a proper attribution model in place, presenting that as additive could overstate things. The top-performing campaign is the safest, easiest to defend number to share with your wider team.
What's coming next
We're building out a few attribution options inside the platform so you can pick the model that best fits how your team thinks about results. The options we're working on:
First campaign - credit goes to the first campaign a visitor saw.
Last campaign - credit goes to the last campaign before conversion.
Deduplicated Cascade Attribution (hybrid) - our recommended model. We measure each campaign's incremental lift vs. its control, rank campaigns by performance, and walk down the list. The top campaign takes full credit for its converters, and each campaign after that only claims credit for converters who haven't already been attributed to a higher-ranked campaign. Every customer is counted once, by the campaign that mattered most to them.
No attribution method is perfect (no platform's is), but giving you a few transparent, auditable options means you can choose the one that fits your reporting story.
A note on holdback groups
We'll continue to support holdback groups in the platform today, and if you have the traffic to support it, they can provide a valid way to measure total incremental impact.
A few caveats worth keeping in mind:
Volume sensitivity - holdback measurement becomes unreliable at lower volumes, where a small number of transactions can meaningfully skew the result.
Audience pollution - visitors can move in and out of the holdback, which can undermine the control.
It can be tricky to define your holdback - what exactly does this holdback group see? Do excluded visitors still see your successful experiences, or nothing at all? Different choices lead to different (and not always comparable) numbers.
For most accounts, the attribution models above will give you a more stable and defensible number. We're working toward more robust holdback support for teams that want to lean into it, but unless you're confident you have the volume, we'd suggest starting with the approaches outlined above.