Marketing Channel Performance — Resident & Blace

Performance by brand and channel

Form submissions counted on conversion date. Deals counted on create date. Closed-won deals and revenue counted on close date, so a deal can appear as won in a period later than the one that created it — that is deliberate, and it means the columns are not a cohort.

Direct Traffic is overstated for Blace before 11 August 2026. Until then blace.com ran two HubSpot tracking codes, and the one performing analytics belonged to a different portal, so Blace inquiries arrived here with no referrer and defaulted to Direct. Paid search and paid social are the channels that lost that credit. The duplicate code was removed on 11 August 2026, so Blace data from that date forward is clean — but for any range reaching back before it, treat Blace’s Direct row as a mix of genuine direct and untracked paid.

Closed-won revenue by channel

Form submissions by form

Grouped by the Forms counted setting above. Newsletter and email-capture forms are excluded by default — Meta has optimised to newsletter subscriptions since early 2026, so counting them alongside inquiry forms would make every conversion rate meaningless. HubSpot stores only the first and most recent conversion per contact, so this counts those two events; repeat submissions in between are not retained by HubSpot and cannot be recovered here.