Channels — J. David Tax Law

Where leads actually come from — segmented by source, last 30 days

Total contacts (last 30d)

1,052

All channels combined

Became customer

134

13% overall close rate

Pinnacle paid spend (Google Ads)

$17,649

Driving 33 GCLID-attributed contacts → real CPL $535

Channel matrix

Channel	Last 30d	Prior 30d	Δ	→ Customer	Close rate	→ Opportunity	% of total	w/ GCLID
OFFLINE (manual / pre-bridge)	528	47	+481	30	6%	35	50%	—
VENDOR — Plum	407	174	+233	102	25%	61	39%	—
VENDOR — Squash	52	1	+51	0	0%	0	5%	—
PAID (true GCLID-attributed)	33	0	+33	1	3%	2	3%	33
VENDOR — Pecan	14	6	+8	1	7%	2	1%	—
DIRECT	12	0	+12	0	0%	0	1%	—
ORGANIC_SEARCH	6	0	+6	0	0%	0	1%	—

Insight: vendor channels punch above their weight

Plum / Squash / Pecan are external lead-gen vendors (not Pinnacle's Google Ads). Their leads land in HubSpot via API/Zapier with no UTM/GCLID, so HubSpot tags them OFFLINE. The lead_source field reveals the true vendor. Some of these vendors close at 50-80% — way higher than typical. Investigation needed: are these warm referrals, qualified phone leads, or already-paying customers being re-tagged?

The attribution gap

Google Ads reports 125 conversions but HubSpot has only 33 contacts with a GCLID attached. That gap is what the bridge rollout is closing. NY market is fully wired. 5 markets pending (Austin, Charlotte, Dallas, Houston, San Antonio). Each takes ~5 minutes via Growform admin. Once complete, the "Real CPL" hero KPI on the Pulse page should converge to within ~30% of Google's reported CPA.