1212 Agency Cuseum · Demo attribution
Demo attribution report

Where Cuseum's booked demos actually come from

A sample of 33 demos booked between June 9 and July 23 was traced back to two points: the channel that first acquired the contact, and the touch that immediately preceded the booking. The gap between those two is where the budget decisions sit.

Period Jun 9 – Jul 23, 2026 Source HubSpot CRM Prepared by 1212 Agency
33
Demos booked
Sampled across 44 days, from 4 acquisition channels and 6 distinct last-touch paths.
45%
Booked off a paid-media touch
15 of 33 demos. Google Ads 13, Facebook Ads 2.
33%
Booked off a sales email click
11 of 33 demos, driven by outbound follow-up.
70%
Booked within 7 days of last touch
23 of 33 demos. The window is short.
4 days
Median last touch to booking
Half of all demos book inside 4 days.
01 — Channels

What acquired the contact, what closed the booking

Original source is the channel that created the contact record, sometimes years ago. Last touch is the interaction immediately before the meeting was booked. Reading them side by side shows which channels bring people in and which ones bring them back.

Last touch before booking

Count of demos · n = 33
Google Ads
13 · 39%
Sales email click
11 · 33%
Direct traffic
4 · 12%
Facebook Ads
2 · 6%
Newsletter
2 · 6%
Offline meeting
1 · 3%

Paid media carries 15 of the 33 bookings. Sales email carries 11, which is more than every organic and offline path combined.

Original acquisition source

Count of demos · n = 33
Paid Search — Google
11 · 33%
Offline sources
10 · 30%
Direct traffic
7 · 21%
Paid Social
5 · 15%

Offline sources are CRM and prospecting entries: Uplead, CRM UI, Sales Extension, Connected Inbox and Meetings. Paid Social covers Facebook and LinkedIn.

Time from last touch to booking

Count of demos · n = 32
Same day
6 · 19%
1 – 3 days
8 · 25%
4 – 7 days
9 · 28%
8 – 14 days
4 · 12%
15+ days
5 · 16%

One record is excluded here: its meeting timestamp precedes its last touch, so no interval can be calculated. It is flagged in the table below.

02 — Findings

What the two views say when you read them together

Paid search

Google Ads is both the front door and the closer

Paid search acquired 11 of these contacts, but 13 demos were booked off a Google Ads click. Three of those clicks came from people the channel never acquired: two from offline sources and one from paid social. Google Ads is re-activating records already in the database as well as bringing in new ones.

Outbound

Sales email books demos that ads never touched

11 demos closed on a sales email click, and 9 of those contacts never originated in paid media at all. Outbound and paid are currently running as two largely separate engines feeding the same calendar.

Handoff

Paid leads mostly convert without a handoff

Of the 16 contacts acquired through paid media, 13 booked on a paid last touch. Only 3 needed another channel to finish the job, two through sales email and one through the newsletter. Paid is carrying its own leads to the booking.

Timing

The booking window is about one week

23 of 33 demos were booked within 7 days of the last touch, with a median of 4 days. Only 4 landed in the 8 to 14 day band. A lead that has gone quiet past two weeks is not booking on its own, it is being re-engaged by something new.

03 — Recommended actions

What we would change next

1

Fund the search terms that are already booking demos

Paid search is the largest single contributor on both views and it converts fastest. Pull the search terms behind the 11 paid-search-originated demos, move them into their own ad groups, and shift budget toward them before broadening into new themes.

Owner · 1212Next reporting cycle
2

Put paid leads into the sales email sequence within 7 days

Sales email is responsible for a third of all demos, but it is mostly working on contacts paid never brought in. Paid leads that have not booked inside the 7 day window are the obvious untapped audience for it.

Owner · Cuseum salesSequence enrolment rule
3

Measure campaigns on a 7 day booking window, not 30

70% of demos book within a week and the 8 to 14 day band stays thin. A 30 day attribution window makes campaigns look slower than they are and delays every optimisation decision by three weeks.

Owner · 1212Reporting change
4

Give paid social a fair read before judging it

Paid social produced 5 demos from a much smaller footprint than search, and one of those came back through the newsletter rather than the ad. The sample is too small to call. Hold spend steady for one more cycle and re-cut it.

Owner · 1212Hold and re-measure
04 — Records

Every booked demo in the period

The 33 sampled records, showing the acquisition source, the last touch and the interval between that touch and the meeting. Every contact name opens that person's record in HubSpot, so anything here can be checked at the source.

Contact Original source Contact created Last touch Last touch channel Meeting date Days
Elizabeth ZaretskyOffline — UpleadMar 5, 2025Jul 16, 2026Sales email clickJul 30, 202614
Hayley NelsonOffline — CRM UISep 27, 2023Jul 21, 2026Direct trafficJul 31, 202610
Octavio RosasPaid Search — GoogleJul 23, 2026Jul 23, 2026Google AdsJul 27, 20264
Lauren Shea-WarnerOffline sourcesJun 3, 2026Jul 16, 2026Sales email clickJul 23, 20267
Bernadette RobinOffline — Connected InboxApr 10, 2023Jul 23, 2026Google AdsJul 23, 20260
Monica BootheOffline sourcesNov 16, 2021Jul 22, 2026NewsletterAug 5, 202614
Tom SpannerDirect trafficJul 22, 2026Jul 22, 2026Direct trafficJul 22, 20260
Riley HubbardDirect trafficJun 5, 2025Jul 6, 2026Sales email clickJul 21, 202615
Eileen BillingsOffline — CRM UIMar 26, 2026Jul 17, 2026Sales email clickJul 17, 20260
Sarah TrecartinPaid Search — GoogleMay 1, 2026May 1, 2026Sales email clickJul 15, 202675
David D'ErricoPaid Social — FacebookDec 20, 2022Jul 13, 2026NewsletterJul 14, 20261
Tafadzwa MpasoPaid Search — GoogleJul 13, 2026Jul 13, 2026Google AdsJul 13, 20260
Nicholas KeyesDirect trafficMar 18, 2026Jul 6, 2026Sales email clickJul 8, 20262
Riley HubbardDirect trafficJun 5, 2025Jul 6, 2026Sales email clickJul 8, 20262
Andrew SpivakOffline — Sales ExtensionMay 25, 2023Jun 22, 2026Sales email clickJul 7, 202615
Charles WylieDirect trafficJun 10, 2026Jun 10, 2026Direct trafficJun 25, 202615
Kathy TisdaleDirect trafficJun 10, 2026Jun 10, 2026Direct trafficJun 30, 202620
Gee HollPaid Social — FacebookJun 19, 2026Jun 19, 2026Facebook AdsJun 30, 202611
Kevin SmithPaid Social — LinkedInFeb 17, 2025Jun 25, 2026Sales email clickJun 29, 20264
Alexa (Francescana)Offline — Sales ExtensionJun 9, 2026Jun 25, 2026Sales email clickJun 29, 20264
G. B.Paid Social — FacebookJun 19, 2026Jun 19, 2026Facebook AdsJun 26, 20267
Elyse WoodDirect trafficJun 18, 2026Jun 18, 2026Offline meetingJun 25, 20267
Jeremy TaylorPaid Search — GoogleJun 25, 2026Jun 25, 2026Google AdsJun 25, 20260
Lisa Shippy-WoodsPaid Search — GoogleJun 22, 2026Jun 22, 2026Google AdsJun 24, 20262
Paula BradleyPaid Search — GoogleJun 19, 2026Jun 19, 2026Google AdsJun 24, 20265
Melanie CouturePaid Search — GoogleJun 19, 2026Jun 19, 2026Google AdsJun 22, 20263
Karen HochbergPaid Search — GoogleJun 19, 2026Jun 19, 2026Google AdsJun 22, 20263
Jim GriffithPaid SocialJun 20, 2026Jun 20, 2026Google AdsJun 22, 20262
Christie GillespiePaid Search — GoogleJun 22, 2026Jun 23, 2026Google AdsJun 22, 2026⚑ check
Sheila MulveyOffline — UpleadNov 13, 2025Jun 11, 2026Sales email clickJun 17, 20266
Lauren Shea-WarnerOffline sourcesMar 12, 2021Jun 11, 2026Google AdsJun 16, 20265
Louise AdamsPaid Search — GoogleJun 12, 2026Jun 12, 2026Google AdsJun 15, 20263
Devin DominguezPaid Search — GoogleJun 12, 2026Jun 12, 2026Google AdsJun 12, 20260
Showing 33 of 33 records
05 — Method

How this was put together

Definitions

Original source
HubSpot's first-touch attribution on the contact record. It can predate this reporting period by years.
Last touch
The closest recorded interaction before the meeting was booked, not the closest interaction overall.
Days
Calendar days between the last touch and the meeting date. Zero means both happened on the same day.
Reporting period
Runs on the date the demo was booked, not the date it takes place, so a few meetings fall after July 23.

Scope and exclusions

  • This is a sample, not a census. HubSpot records 92 first demos booked between June 9 and July 23. This report analyses 33 of them, so every share on this page describes the sample rather than the full period.
  • 37 records were pulled originally. 4 were dropped as incomplete, leaving the 33 used throughout.
  • 1 further record is excluded from the timing chart only, because its meeting timestamp precedes its last touch. It still counts in all channel figures.
  • Two contacts appear twice, each having booked two separate meetings in the period. Both instances are counted.

Known limits

  • Single-touch attribution on both ends. It does not credit the middle of the journey, so a contact who saw six ads and then clicked a sales email is recorded as sales email only.
  • Offline sources cover several distinct prospecting motions grouped under one HubSpot label, so that bar is a category rather than a channel.
  • 33 of 92 demos is roughly a third of the period. Channel splits are directional only, and the paid social figure in particular should not be read as a performance verdict.
  • Source and meeting values were reconciled against live HubSpot records on July 28, 2026. Contact-level fields can be edited after the fact, so figures may drift from a snapshot taken on another date.