Attribution Gap Calculator
Find out how many conversions your current tracking is missing—and how much revenue is going unattributed.
Find Your Attribution Gap
Compare tracked vs. actual conversions
Total pieces mailed per month
Customers who used your tracking code
All customers in your mailed zip codes/neighborhoods
Average ticket or job value
Attribution Gap FAQ
The attribution gap is the difference between the conversions you can track (via QR codes, promo codes, call tracking) and the conversions that actually came from your direct mail. Most tracking methods only capture 10-30% of mail-driven customers.
Look at your CRM or job management system. Count new customers whose addresses are in the neighborhoods/zip codes where you mailed. Even without perfect tracking, this gives you a baseline for comparison with your tracked conversions.
Customers who receive your mailer rarely use the QR code or promo code. They Google your company name, call the number directly, visit your website, or walk in. Your tracking only captures those who specifically use your tracking mechanism—a small fraction of total responders.
PostCanary matches your mailed addresses directly against your customer/conversion data using deterministic address matching. If a customer's address was on your mail list and they became a customer, PostCanary connects them—regardless of how they found you.
Most businesses using QR codes and promo codes see a 70-90% attribution gap—meaning they can only attribute 10-30% of their mail-driven customers. PostCanary customers typically achieve 95%+ attribution accuracy.