- 07 · REVENUE LIVE · BASELINE LOCKED
Defined. Tracked. Locked.
The V12 Revenue Truth Framework. Baseline is set before execution. Growth only counts when it’s tracked. Performance only aligns on what’s verified.
- Why this page exists
Most performance offers break here.
SECTION 04 / 06
BASELINE MODEL
FAIL
01
Baseline was never defined.
- Undefined
FAIL
01
Attribution becomes emotional later.
- Disputed
FAIL
01
Nobody agreed on what counts.
- Misaligned
FAIL
01
Mixed revenue sources create conflict.
- Blended
FAIL
01
"Growth" gets debated after the fact.
- Contested
V12 defines revenue truth before execution begins — so it never has to be argued about after.
- The Governing Rule
If it's not defined before we start,
it doesn't count later.
One rule, carved into the system. Baseline gets locked. Attribution gets fixed. Tracking gets verified. Source of truth gets named. All of it before a single dollar of execution moves.
- Baseline Revenue
Where you start.Locked before execution.
SECTION 04 / 06
BASELINE MODEL
Baseline = average monthly revenueLocked before execution.
- Last 30 days preferred when revenue is stable
- Last 60–90 days if there's seasonal volatility
- Source systems only — no spreadsheet adjustments
- Verified numbers, no projections or estimates
- Locked at D0 — never recalculated mid-cycle
Baseline Calculation · Last 90 Days
- LOCKED
JAN 2026
$80,000
FEB 2026
$100,000
MAR 2026
$90,000
3-MONTH AVERAGE = SUM ÷ 3
Baseline Locked
Used for all performance calc
$90,000
Baseline Locked · D0
REF · BL.04.26
- What Counts as Growth
Growth is attributable, or it isn't growth.
Growth = revenue above baseline that is attributable to the V12 system. Not every dollar above baseline counts — only the dollars the system can trace.
SECTION 06 / 06
OPERATOR PROFILE
- Counts
Tracked through the V12 system.
- Reactivated customers via V12 sequences
- Retargeted conversions from system creative
- Reactivated customers via V12 sequences
- Tracked funnel conversions end-to-end
- Attributable repeat orders from system flows
- Doesn't count
Baseline Calculation · Last 90 Days
- Untracked walk-ins or word-of-mouth
- Unrelated revenue spikes from external events
- Wholesale or B2B deals outside the system
- Internal promos run independently of V12
- Mixed-attribution revenue with no clean path
- Attribution Model
LAST-TOUCH + SYSTEM-TRACKED
One method.Picked. Fixed.
V12 uses Last-Touch + System-Tracked Attribution. A conversion counts when the customer interacts with the V12 system before purchase. We pick one method, and we keep it fixed for the entire engagement.
We pick one method and keep it fixed.We do not mix attribution models.
- Performance Calculation
The fee logic.No interpretation required.
SECTION 05 / 09
PERFORMANCE FORMULA
One formula. Same one, every cycle.
The performance fee calculation is fixed in writing before any work begins. It applies the same way every time. Only tracked, attributable growth counts toward it.
Performance Revenue = Total Revenue − Baseline. Of that performance revenue, only the portion that’s system-tracked qualifies. Then the agreed performance percentage applies.
PERFORMANCE FEE FORMULA
Performance Revenue= Total Revenue−Baseline
Current Month Revenue
$140,000
Baseline (locked)
$100,000
Performance Revenue (tracked)
+$40,000
Performance Fee at 10%
+$40,000
- Tracking Stack
Lean. Realistic. Defensible.
Not over-engineered. Not under-built. Just the stack required to make every performance number traceable to a verifiable source.
REQUIRED 01
- CONNECTED
GA4
Site analytics, conversion events, funnel tracking.
REQUIRED 02
- VERIFIED
UTMs
Campaign-level source tagging on every link out.
REQUIRED 03
- REPORTING
Ad Platforms
Meta / Google / TikTok dashboards as cost source.
REQUIRED 04
- CONNECTED
CRM / Klaviyo
Customer state, attribution tags, revenue join.
OPTIONAL
- AVAILABLE
Looker Studio
Unified reporting layer when complexity warrants.
- Reporting Format
Every number. Traceable to source.
SECTION 04 / 06
BASELINE MODEL
Sample Performance Report · Month 04
- TRACEABLE
Baseline (locked at D0)
01
CRM · LOCKED
$100,000
Total revenue this cycle
02
CRM · 30D
$152,000
Attributed revenue (V12-tracked)
03
UTM + GA4
$148,000
Growth above baseline
04
CALCULATED
+$48,000
Performance fee · 10%
05
FORMULA
$4,800
EVERY ROW · TRACEABLE
SOURCE OF TRUTH · CRM + GA4 + UTM
Every number should be traceable. No blended reporting.
- Dispute Prevention
Four things locked before launch.
Performance disputes happen when the rules of measurement weren’t agreed in advance. Four terms get locked at D0 — and stay locked for the entire engagement.
LOCK 01
- FIXED
Baseline.
The starting revenue number, calculated from source systems and locked at D0. Never recalculated mid-engagement.
LOCK 02
- VERIFIED
Attribution Method.
Last-touch + system-tracked. Picked at D0. Used for every cycle. No mid-engagement model switching.
LOCK 03
- FIXED
Tracking Method.
The exact stack and event definitions used to capture conversions. Documented and connected at D0.
LOCK 04
- AVAILABLE
Source of Truth.
The system used to settle any number. Named in advance. Authoritative for every reporting cycle.
If it's not tracked through the system, it doesn't count.
- Why this page exists
Most performance offers break here.
SECTION 04 / 06
BASELINE MODEL
Scenario
Client runs an independent promo outside the V12 system.
Resolution
Revenue from that promo is excluded — it wasn't tracked through the system.
- x Excluded
Scenario
Viral spike in revenue not driven by V12 campaigns.
Resolution
Untracked spike doesn't count. Only system-tracked attribution qualifies.
- x Excluded
Scenario
Offline sale converted from a V12-tracked lead.
Resolution
If the lead source is in the system and the sale links to it, it counts.
- Counted
Scenario
Mixed influence — customer saw V12 ads but bought via an unrelated channel.
Resolution
Defaults to the agreed last-touch model. No exception, no narrative rewrite.
- x Per Model
- Tracking Stack
Lean. Realistic. Defensible.
BENEFIT 01
Removes emotion.
Numbers settle disagreements before they form. Nobody argues about what counted because it was defined in advance.
BENEFIT 02
Protects upside.
Real growth gets credited cleanly. Phantom revenue gets excluded. Both sides walk away with the same picture.
BENEFIT 03
Builds trust.
Transparency in measurement is the foundation of every premium engagement. Trust compounds when the rules don't move.
We define your baseline. We track system-driven revenue.
We align only on measurable growth.
- Application · By Review Only