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Methodology

Brrim Revenue Attribution Methodology

Revenue evidence must be traceable. This methodology separates observed events from assumptions, distinguishes influenced from directly attributable outcomes, and makes exclusions visible.

By Brrim Research & Product TeamPublished and reviewed August 4, 2026Editorial and evidence policy

Observed events

  • Inbound call or message with timestamp and source.
  • Answer, missed call, text continuation, qualification, transfer, booking, attendance, estimate, payment, and review events.
  • Human and AI actions with identifiers and audit history.

Attribution classes

  • Directly attributable: a measurable outcome completed through the workflow with no prior equivalent conversion event.
  • Influenced: the workflow contributed to the outcome but other channels or people also materially participated.
  • Recovered opportunity: a previously unanswered or abandoned inquiry returned and completed a defined next step.
  • Unattributed: evidence is incomplete or causality cannot be reasonably established.

Conservative rules

  • Do not count duplicate leads, test records, spam, canceled appointments, refunded payments, or unrelated repeat purchases.
  • Use net realized value where available instead of quoted value.
  • Apply an attribution window appropriate to the business and disclose it.
  • Keep assumptions separate from observed facts.

Recommended reporting

  • Show event counts before currency estimates.
  • Publish the formula, date range, exclusions, and data completeness.
  • Allow record-level drill-down and correction.
  • Report both gross influenced value and conservative attributable value when evidence supports them.

Use this evaluation checklist

Source identifiers Deduplication rules Attribution window Outcome definition Cancellation and refund handling Net vs gross value Human contribution Data completeness Audit and correction workflow

Evidence standard

This page provides an operating framework, not a guarantee of performance, legal advice, or a substitute for testing with your own calls, policies, systems, and qualified advisers. Brrim does not publish fabricated benchmarks, customer results, or revenue claims.

Practical questions

Frequently asked questions

What is influenced revenue?

Influenced revenue is associated with a journey where the system contributed, but it does not claim the system was the only cause of the purchase.

What is recovered missed-call revenue?

It is value connected to a previously unanswered call that subsequently became a qualified opportunity or completed outcome through a traceable recovery workflow.

Why not count every booking as revenue?

Bookings can cancel, no-show, duplicate an existing opportunity, or have unknown value. Revenue reporting should follow the actual business outcome and disclose uncertainty.

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