As a marketing manager, understanding which channels drive revenue is crucial for optimizing budget and allocating resources. For example, breaking down your Monthly Recurring Revenue (MRR) by marketing channel can reveal where you should invest more and where to pull back.
This guide walks you through how to track and analyze the impact of your marketing channels on MRR.
Tracking marketing channels
If you’re not already sending your marketing channel data into ChartMogul, check out our article on custom attributes.
Any custom attributes pushed into ChartMogul will be available as filters. You can view individual customer attributes, such as a marketing channel, by navigating to their customer record.
You can view any custom attribute on the customer list by adding it as a column.
Once you click on APPLY, you will see the custom Marketing_Channel column appear on the right hand side of the customer list table.
Filtering Your MRR by Marketing Source
To view your MRR by marketing channel, navigate to the MRR report and follow these steps:
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Click the Apply a filter or saved segment button.
- In the filter menu, type "marketing" in the search bar.
- Select Marketing_Channel or whichever custom attribute you added to store this data, from the dropdown menu.
- Next, select the operator is and then choose the desired marketing channel attribute.
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Click Add.
- Repeat for your other marketing channels.
Comparing the performance of your marketing channels
In this example, we’re tracking MRR from five key marketing channels, including Organic Search, Paid Social, AdWords, Conferences and Referral Program, over a 12-month period.
What the data shows
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Organic Search emerges as the clear front-runner. Starting around $30,000 MRR in April 2024, it grows steadily and accelerates significantly in the second half of the year, surpassing $130,000 by March 2025. This indicates that SEO investments are compounding over time and attracting a growing number of high-value leads.
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Paid Social and AdWords follow in the middle tier. While both channels start close to Organic Search, they plateau around the $40,000–$50,000 mark by late 2024, suggesting diminishing marginal returns or a leveling off in audience reach and efficiency.
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Conferences show consistent performance but relatively modest growth, maintaining a range between $25,000 and $35,000 throughout the year. This may reflect the episodic nature of in-person events and slower lead-to-revenue conversion cycles typical of this channel.
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Referral Program contributes the least to MRR, hovering below $10,000 across the year. While referrals may yield high-quality customers, this data suggests the volume or scalability of this channel remains limited without additional incentivization or programmatic effort.
Potential action items
- Double down on Organic Search by expanding content production, improving technical SEO and optimizing conversion paths from top-performing pages.
- Reassess Paid Social and AdWords campaign structures, test new audiences, creatives and CTAs to reignite growth.
- Analyze CAC and LTV for Conferences to confirm whether their consistent, if slower, contribution justifies the investment.
- Enhance your Referral Program to improve visibility and incentives, potentially turning it into a more scalable acquisition engine.
What we learned
Segmenting your metrics, like MRR, by marketing channel provides a clear, actionable view into what's driving revenue and where your marketing budget is best spent. By bringing marketing attribution data into ChartMogul via custom attributes, you can analyze performance over time and make meaningful comparisons across channels.
This kind of segmentation doesn’t just uncover what’s working, it guides where to double down, what to troubleshoot and where there may be untapped potential. Ultimately, using data to connect marketing inputs to revenue outcomes enables smarter, faster decisions that improve your marketing ROI.