Conversion tracking for wholesale, measured in trading accounts
A distributor's marketing job is opening trade accounts, not taking orders. An approved account orders repeatedly for years and its value is annual purchase volume times margin times tenure — a number the first order barely hints at. Credit approval sits between application and trading, a large share of orders are placed by phone or through a rep, and pricing is customer-specific, which breaks most ecommerce tracking assumptions.
Free30 minutesNo obligation
Wholesale distribution · what breaks
What wholesale distributors usually run into
- 01
First orders counted as conversions
The account is the asset, not the transaction.
- 02
Credit approval removing a share of applications
An application that fails credit never trades.
- 03
Rep-assisted and phone orders invisible
A large share of wholesale volume never touches the website.
Wholesale distribution · the fix
What changes — Wholesale distribution
Approved trading accounts as the conversion
At expected annual margin times tenure.
Rep and phone orders attributed to the account
So the channel that opened it gets the credit.
Customer-specific pricing handled
The conversion carries margin, not list price.
Wholesale distribution · architecture
The conversion map for wholesale distributors
Five steps with a credit gate between application and trading.
- 1
Trade account application
Many will not pass credit.
- 2
Credit approved
The real qualification event.
- 3
First order placed
The account begins trading.
- 4
Ongoing order volume
Where the account value is validated.
- 5
Account value
Annual margin times expected tenure, carried on the conversion.
Wholesale distribution · diagnose
Where wholesale distributors tracking usually breaks
- 01
Credit decline rates
A hard filter invisible to any targeting.
- 02
Phone and rep-placed orders
Most wholesale volume, and it needs attributing to the account rather than to a session.
- 03
Customer-specific pricing
List price is meaningless; send margin.
- 04
Long procurement cycles
Trade account decisions can outrun import windows.
Wholesale distribution · prove
How the work is proven — Wholesale distribution
Source of truth
The ERP — accounts approved and trading by date, with annual purchase volume, for the same window
- Approved accounts reconciled per account against what each platform reports.
- Account value shown as the calculation from your own trading history.
- Application-to-approval rate measured by campaign.
- Rep-placed orders confirmed attributed to the account rather than lost.
Wholesale distribution · free audit
What we check in the free audit
- Credit decline rates
- Phone and rep-placed orders
- Customer-specific pricing
- Long procurement cycles
Checked against
The ERP — accounts approved and trading by date, with annual purchase volume, for the same window
Free30 minutesNo obligation
Wholesale distribution · when not to buy
What lands in your monthly report — Wholesale distribution
One page a month, in language you can put in front of a commercial director.
- Trading accounts opened and modelled annual value by campaign, over a closed quarter.
- Cost per approved account next to cost per application.
- Application-to-approval rate by campaign, the credit-quality signal.
- Ongoing order volume by acquisition campaign, validating the value model.
Wholesale distribution · what we deliver
The flow we build — Wholesale distribution
Click identifier captured and persisted
Trade account decisions involve procurement and take weeks.
Carried into the ERP or trade CRM
Onto the account record, not the order.
Account approved and first order placed fires the conversion
At the modelled annual value.
Dormant accounts reported
Because the value model assumes ongoing trading.
Written guarantee
95%+ tracking accuracy
Measured against The ERP — accounts approved and trading by date, with annual purchase volume, for the same window. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Wholesale distribution questions, answered
Accounts. An order from an existing customer is revenue against a relationship your marketing already bought; counting it again credits acquisition twice. The conversion is an approved account that starts trading.
Annual purchase volume times your margin times expected account tenure, from your own ERP history. Distributors routinely undervalue account acquisition by using the first order, which can be a fraction of a percent of the relationship's value.
Not if the identifier is on the account rather than the session. Once the account carries it, every subsequent order — however it is placed — is attributable to the campaign that opened the relationship.
Send margin rather than list price. In wholesale the same SKU sells at different prices to different accounts, so a catalogue value describes nothing useful.
More on Wholesale distribution
- Google Ads · Wholesale distributionGoogle Ads conversion tracking for wholesale distributors
- Meta · Wholesale distributionMeta Ads conversion tracking for wholesale distributors
- TikTok · Wholesale distributionTikTok Ads conversion tracking for wholesale distributors
RELATED GUIDES
Funnels, reconciliation and tools for wholesale distributors
- Powder coatingConversion tracking for powder coating, measured in accepted quotes
- TranslationConversion tracking for translation, measured in signed accounts
- Meta · RFP → awardHow to track RFP submission to contract award for Meta Ads
- Google Ads · Trade show lead → dealHow to track trade show lead to closed deal for Google Ads
- Google Ads × Invoicing SystemHow to reconcile Google Ads against your invoicing system
- ShipBob → Google AdsConnecting ShipBob to Google Ads
- Factoring and lendingConversion tracking for factoring, measured in funded facilities
- Freight and logisticsConversion tracking for freight, measured in shipping accounts
Free · 30 min
Value the account, not the first order
WhatsAppFree30 minutesNo obligation
