Sammy Attribution

Updated 50s ago · refresh now

This week at a glance

Rolling 7 days, live from HubSpot.

Acquisition (budget view)

Which channel brought each paying customer in. One row per human: linked accounts count once, credited to the first channel that reached them. Spend decisions read from this table.

Funnel and conversion by channel

Contact counts by source channel, through signup to paid. Signup to Paid shows how well each channel's leads close once they enter the product; Churn is the share of ever-paying customers that have left.

Sales effectiveness (closing view)

How customers were closed once acquired. 2+ calls or 1+ meeting counts as a sales-led close. This view measures the sales motion, not channel spend, so ROI does not apply here.

Cold email by campaign

Instantly campaign performance joined to verified paying customers. A customer is credited to a campaign only when the campaign stamp or a live Instantly lead match confirms it; everything unverifiable stays in the last row rather than being guessed.

Data quality: contacts arriving without phone numbers

New contacts whose creation source did not supply a dialable phone. These get no call task until a number lands, so this table shows which pipes need tightening. 32 of the last 30 days' 243 new contacts arrived phoneless (8 in the last 7 days).

Origination x closing

Rows are where customers came from, columns are how they were closed. Read a row to see how much of a channel's pipeline the sales team converts versus self-serve.

Acquisition reads person_original_channel (person level, set by the governed classifier) with original_source_channel as fallback. MRR uses sammy_pricing_plan minus the $10 promo discount where sammy_promo_code is set. ROI = (MRR minus monthly cost) / cost, charged to the acquiring channel. Paid ads cost is an estimate pending actual Meta spend numbers; cold call cost covers the whole sales team, which also closes deals sourced by other channels, so treat its ROI as conservative. Closing Channel = where the deal was actually closed. Rule: 2+ calls or 1+ meeting on a paid customer means sales-led close (cold_call); otherwise the original lead source wins. Avg Touches = average calls + meetings per paid customer in that bucket. Funnel counts are contact-level by source channel (person-level linking makes the acquisition table differ by a customer or so). In Trial is a current snapshot, not everyone who ever trialed, because the app overwrites trial status on conversion or expiry. Churn % = churned / (paying + churned). Originated From = of the customers closed here, where they originally entered HubSpot (Email = cold email, Organic = inbound form, UGC = manual/user-generated). Cold email by campaign: denominators from Instantly analytics; paying customers matched by campaign stamp, the Clay-written reply campaign field, or live lead lookup (primary and secondary emails). Legacy rows are pre-Instantly campaigns recovered from reply data; their send volumes are not available. Customers acquired before Instantly or whose leads were removed cannot be re-matched and stay in the "Other" row; campaign stamping at contact creation (sammy-dashboard webhook update) grows verified coverage over time. Source: HubSpot, cached 5 min. Force refresh.