Direct and indirect, in one view.
The dashboard's default. The underlying records never change; the toggle just decides which you're looking at.
Know exactly what your mail made you.
Track scans, calls, and the ones who go to your website, each followed from the mailbox to the closed deal and reported per campaign: leads, deals won, revenue, ROAS.
Deal won → revenue attributed $6,750 in → $67,500 out · 10.0x
THE CHAIN
Every hop recorded, from the mailbox to the bank.
Most direct mail ends at “we sent 500 cards.” Mailr keeps following the piece after it leaves the truck.
01
They scan, call, or Google you
Three ways a homeowner answers a mailer. Mailr catches all three: the QR unique to their house, the tracking number on the card, and the deal that shows up later at a mailed address.
02
A lead lands in your CRM
Form fills write into your CRM at capture time, source-labelled Mailr, and every lead sits in Mailr's own list with a link back to the CRM record.
03
The deal closes. Mail gets the credit.
Won deals sync back from the CRM, get matched to the home you mailed, and land against the campaign that caused them: revenue, ROAS, cost per deal.
THREE WAYS THEY ANSWER
Scanners, callers, searchers. Counted apart, added together.
QR scans
Every card carries a code unique to that house. Scans report per campaign, with unique scans and scan rate, over time and by hour of day, down to the address that scanned.
Calls, through CallRail
Designate your direct-mail tracking numbers, or dedicate one to a campaign. Calls attribute against the homes you mailed, with a 60-day look-back on the caller's number for calls that beat the CRM record.
The ones who Google you
Most homeowners don't scan; they search. Closed deals from your CRM are geocoded and snapped to the mailed parcel within 30 metres, so mail gets credit even when nobody scanned.
THE MODEL
Direct, indirect, or both.
A dashboard toggle lets you see direct, indirect, and combined attribution in one click.
They held the card and filled in the form.
The strictest read there is. Nothing inferred, nothing matched.
Matched to a home you actually mailed.
Scans, CRM-synced leads, and closed deals tied back by address. The response that never touched a form.
THE DASHBOARD
Eight tiles, nine columns, and a way down to the deal behind each one.
Cards sent, spend, scans, ROAS, leads, deals won, revenue, cost per scan, then every campaign as a row that opens to its leads, deals, and scanned addresses, each linked back to your CRM.
88 leads · 9 deals · $67,500
30 m
A closed deal's address is geocoded and snapped to the mailed parcel within thirty metres; the credit lands on the exact home.
ADDRESS MATCH180 days
The default attribution window. Last touch wins: the most recent mail to that address before the deal.
THE WINDOW9 columns
Per campaign: sent, scans, scan rate, leads, cost per lead, deals, revenue, ROAS, each row opening to the records behind it.
THE CAMPAIGNS TABLEQUESTIONS
The questions everybody asks.
- What counts as Direct, and what counts as Indirect?
- Direct is a lead that came through the card's landing-page form, and nothing else. Indirect is everything matched by address: scans, leads synced from your CRM, and closed deals tied to a home you mailed. Combined is both, and it's the dashboard's default.
- How does a closed deal get matched to a card?
- The deal's address is geocoded and snapped to the mailed parcel within 30 metres. If that misses, the exact street address is tried, then the street with its quadrant relaxed. Credit goes to the most recent mail to that address inside the window, 180 days by default, and a deal that matches nothing is discarded rather than guessed.
- Do I need scans for this to work?
- No. Scans are one channel. A homeowner who reads the card and Googles you still shows up when the deal closes in your CRM at an address you mailed.
- How are phone calls counted?
- Through CallRail. Designate the tracking numbers you print on mail, or dedicate a number to one campaign, and calls attribute against the homes you mailed. A 60-day look-back on the caller's number catches calls that arrive before the contact exists in your CRM.
- Can I see the deal behind the number?
- Yes. Leads, deals, and revenue tiles open to the records behind them, the campaigns table expands per campaign to its leads, deals, and scanned addresses, and every lead links to its record in your CRM.
- Is attribution recalculated later?
- No. Direct or indirect is stamped when the lead or deal is ingested and never recomputed, so a number you reported last month reads the same next month. Deleted campaigns are reconciled in a footnote rather than silently dropped.
Their Home.
Your Work.
Connect your CRM, pick a neighborhood, and put a 1-of-1 card in every mailbox that matters. First campaign out the door in an afternoon.
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