Canada

Understand which Canadian enquiries become customers

DSDillon helps connect the marketing information recorded with an enquiry to the appointment, quotation or sale that follows.

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Desired result

CanadaRevenue evidence system

A defensible evidence chain connecting marketing activity with qualified enquiries, sales and revenue while keeping uncertainty visible.

What people want to know

What businesses usually want to know first.

Measurement field guide

How this service works as a complete business system.

The sections below establish the operating principles that govern the work in Canada. They explain what is examined, what decisions follow and where responsibility remains with search engines, platforms, legal advisers or the business.

How the evidence chain is mapped

The map follows a customer from campaign or referral through the landing page, consent state, form, call or booking, qualification process and recorded revenue. Advertising platforms, analytics, websites, call systems, customer records and payment systems use different identifiers and definitions. Every handoff is documented so missing data is treated as a known gap instead of being silently assigned to a channel.

How conversions are defined and tested

A button click is not automatically a lead, and a submitted form is not automatically qualified demand. Events are named according to the business outcome they represent. Controlled test journeys confirm browser behaviour, server requests, notifications and downstream records. Duplicate events, blocked scripts, cross-domain journeys, time zones and consent choices are examined because they can change totals without changing real customer activity.

How attribution models should be read

Last-click, first-click, position-based and data-driven approaches answer different questions and can assign different credit to the same journey. Platform models depend on the evidence available inside that platform. Offline conversations, cross-device behaviour and incomplete identifiers create uncertainty. Reports therefore show observed, modelled and unknown sources separately and explain which decision each view is suited to support.

How reporting leads to action

Executive reporting connects spend, qualified demand, revenue evidence, data limitations and required decisions. Channel totals are reconciled against business records within stated tolerances. Changes in tracking configuration are recorded so trends are not misread. Privacy, consent, access and retention requirements are documented with appropriate legal review. The goal is better allocation decisions using source, campaign and revenue data the business can reconcile.

Working deliverables

Cross-system measurement audit
Conversion and qualification specification
Campaign-to-revenue evidence map
Decision-focused reporting framework

Evidence used to measure progress

Verified priority conversion events
Match rate between leads and outcomes
Visible unknown and modelled attribution
Reconciled channel and revenue records

From concern to confident decision

The questions that usually come before the final question.

01
Can we compare enquiries from different language pages?Read the full answer
02
How do we avoid mixing results from different branches?Read the full answer
03
What if the customer first contacts us through a referral?Read the full answer

Questions businesses are asking

Straight answers on cost, visibility, timing and what the work involves.

Can we compare enquiries from different language pages?

Yes, where the page or form language is recorded reliably. Use that information to understand the route taken through the website. It should not be treated as proof of a person's nationality or the language they always prefer.

How do we avoid mixing results from different branches?

Agree shared definitions for enquiries and sales, and record the branch handling the request. Keep a reference when a request moves between teams. We review the reports for duplicates and missing assignments.

What if the customer first contacts us through a referral?

Give staff a consistent way to record the referring source when the customer provides it. Keep that information separate from directly recorded campaign details. A useful report makes the strength and limits of the evidence clear.

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