Sample journey

One journey, paid click to second renewal.

These are the screens your account opens on, populated with an anonymized example journey. Every milestone carries the system that reported it and a provenance label.

CashLense consoleJourneys / dana@northlight.io

Example account, anonymized data

Realized revenue

$998.00

Settled payments only

Allocated cost

$214.40

Share of recorded spend

Contribution

$783.60

Revenue less cost and fees

Events

First seen Mar 04, 09:41

Timeline

6 milestones

Mar 04, 09:41google_ads
Paid click
Attribution Exact, revenue attribution software
Tracked keyword
Mar 04, 09:41browser
Landing page
/revenue-journeys, 2 sessions
Browser event
Mar 04, 09:52server
Signup
workspace_created, 3 seats
Server event
Mar 06, 14:08server
First value
source_connected, google_ads and stripe
Activation rule
Mar 11, 11:20stripe
Subscription payment
inv_1Q8x, Founding Operator
Stripe settled$499.00
Apr 11, 11:20stripe
Renewal
inv_1RB4, second cycle
Stripe settled$499.00

Acquisition

Recorded on first session

Source: Google Ads
Campaign: Attribution Exact
Tracked keyword: revenue attribution software
Landing page: /revenue-journeys
Click identifier: gclid ending 4c1f

Allocated cost

Spend attached to this journey

Google Ads, Mar 04$148.20
Google Ads, Mar 05$66.20

How to read the labels

Provenance is the difference between a report and a ledger. Each label tells you which system asserted the fact and how much weight it deserves.

Request founding access

Tracked keyword
The click carried a keyword and click identifier from Google Ads, so acquisition is evidence, not a guess.
Allocated cost
Campaign spend is divided across the journeys it produced, which is why cost appears on a single visitor.
Server event
Signup and activation come from your server, so they cannot be lost to blockers or ad-blocking browsers.
Stripe settled
Revenue is counted when Stripe settles it. Refunds and failed renewals reverse the amount.

Where this journey sits in the account

The same journey appears in the live feed, in the money ledger as a settled payment against allocated spend, and in the leak ranking that decides what to change next.

CashLense consoleNow

Example account, anonymized data

Journeys

11 identified

Realized revenue

$2,495.00

4 paying journeys

Allocated cost

$1,042.70

From recorded spend

Contribution

$1,452.30

318 events in 24h

Active journeys

Most recent activity first

dana@northlight.io

Google Ads, Attribution Exact, revenue attribution software

Returning4m ago

$998.00

$214.40 cost

vst_9f4184

Google Ads, Analytics Broad, saas cohort analytics

Activated12m ago

$0.00

$63.80 cost

sam@parcelworks.com

Organic search

Checkout38m ago

$0.00

$0.00 cost

ops@havenlabs.co

Referral, Partner listing

Paid2h ago

$499.00

$0.00 cost

vst_9f3e60

Google Ads, Attribution Exact, attribution for stripe

Signed up3h ago

$0.00

$41.20 cost

vst_9f3d05

Paid social, Operator retarget

Exploring5h ago

$0.00

$18.50 cost

Stage mix

All recorded journeys

Exploring

Signed up

Activated

Checkout

Paid

Returning

Recent events

Browser, server and Stripe

invoice.paid
dana@northlight.io, $499.00
stripe
4m ago
workflow_run
jr_9f4184, 3 runs
server
12m ago
checkout_started
sam@parcelworks.com
server
38m ago
page_view
/pricing
browser
41m ago
source_connected
google_ads
server
1h ago
signup
vst_9f3e60
server
3h ago

CashLense consoleMoney

Example account, anonymized data

Settled revenue

$2,495.00

Recorded spend

$1,042.70

Contribution

$1,452.30

Matched to journeys

3/4

Payments linked to a visitor

Contribution by source

Recorded spend against settled revenue

Source	Journeys	Revenue	Cost	Contribution
Google Ads	14	$998.00	$894.40	$103.60
Organic search	6	$499.00	$0.00	$499.00
Referral	3	$998.00	$0.00	$998.00
Paid social	1	$0.00	$148.30	-$148.30

Settled payments

From Stripe

dana@northlight.io
Apr 11, 11:20, jr_9f42c1
$499.00
ops@havenlabs.co
Apr 09, 08:02, jr_9f3ff2
$499.00
dana@northlight.io
Mar 11, 11:20, jr_9f42c1
$499.00
billing@sundeck.app
Mar 08, 16:44, no journey matched
$998.00

Recorded spend

Allocated across same day journeys

Google Ads, Apr 10$214.40
Google Ads, Apr 09$186.90
Paid social, Apr 09$148.30
Google Ads, Apr 08$202.70

CashLense consoleDecisions

Example account, anonymized data

Open decisions

Exposed spend in leaks

$1,894.50

Journeys affected

Computed leaks

Derived from recorded journeys and spend

Spend on journeys that never signed up
9 journeys, evidence strong
vst_9f3d05vst_9f3c88
$612.40
Signed up, no first value recorded
5 journeys, evidence strong
vst_9f3e60
$284.10
Checkout started, no settled payment
2 journeys, evidence moderate
sam@parcelworks.com
$998.00

Decision queue

Owned actions against the leaks

Pause broad-match ad group with no signups
Growth, evidence strong, status in progress
$612.40
Add guided first connection step for new workspaces
Product, evidence strong, status open
$284.10