UTM & click ID capture
Campaign, ad set, ad and click identifiers are captured and carried with the lead all the way into the CRM.
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Ads & AnalyticsMarketing attribution that shows what actually made money
Follow every lead from first click to closed sale across Google Ads, Meta, TikTok and offline calls — and know which campaigns to scale and which to cut.
Spend to deal
Calls & offline included
Feed-back to ad platforms
Illustrative example — one deal, every touch
- Touch 1 Google Ads click — UTM and click ID captured.
- Touch 2 Returns a week later via a Meta ad.
- Touch 3 Calls the office — call tracking matches it to the campaign.
- Touch 4 The team creates the CRM deal by hand.
- Closed The deal is attributed to every touch that helped, not just the last one.
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The problem it solves
You know what you spent — not what worked
Ad platforms each claim the same sale, the CRM shows a lead with no source, and the phone rings with no idea which campaign caused it. So budget decisions get made on the last click, a hunch, or whoever shouted loudest in the meeting.
- Every platform takes credit for the same conversion, so the totals can never add up.
- Leads that convert off the website — by phone, in person or by referral — look like they came from nowhere.
- Deals closed weeks later are never fed back to the platforms that started them.
- “Cost per lead” looks fine while cost per closed sale goes unmeasured.
- Budget gets cut from the channel that was quietly doing the heavy lifting.
The three disconnected views
- The ad platform — “this campaign drove conversions.”
- The CRM — “this deal closed, source unknown.”
- The phone log — “someone called, we don’t know from where.”
There is no single line connecting spend to revenue, so every answer is a partial one dressed up as the whole truth.
What the system tracks
From the first click to the closed deal
Attribution is built on your real data — campaign parameters, click IDs and CRM deal values — so the picture matches how you actually sell.
Server-side & offline conversions
Conversions that happen off the website, or later in the sales cycle, are fed back so the ad platforms learn from real deals.
Call tracking
Inbound phone enquiries are matched to the campaign that drove them, so the phone stops being a blind spot.
Multi-touch models
First-touch, last-touch, linear and position-based views, so you can read the same journey several honest ways.
Source-to-deal reporting
The link from channel to lead to booked call to closed deal, with the deal value attached where your CRM holds it.
Cost per booked call
A metric that matches how many service businesses actually spend — what it costs to produce one real appointment.
Channel & campaign dashboards
One view across Google Ads, Meta, TikTok and organic, instead of four tabs and three conflicting stories.
Feed-back to ad platforms
Qualified and closed conversions are sent back to Google, Meta and TikTok so their optimisation targets real revenue.
Definitions you can see
Every report states which model it uses and what counts as a conversion, so nobody has to guess what a number means.
What the dashboard shows
One honest view across every channel
The shape is the same for each channel you run — the numbers come from your accounts, not from us.
Google Ads
Rows per campaign showing leads, booked calls, closed deals and cost per booked call — with search, display and Performance Max separated rather than blended.
Meta (Facebook & Instagram)
The same columns for social campaigns, so a strong lead-gen campaign that closes poorly is visible next to one with fewer leads that close well.
TikTok
Short-form campaigns read alongside the rest, which matters when a channel is good at grabbing attention but you are unsure whether it converts.
Calls & offline
Phone enquiries and deals closed away from the website, attributed to the campaign that started them — the half most reports leave out entirely.
Illustrative example
The cards above describe the columns and structure of the report. Any specific figures in your dashboard will be your own data from your own accounts — we do not publish invented performance numbers.
Where it sits
How it fits the full system
Attribution is the last step of the journey — and the one that tells you whether the first eight are working.
1
Traffic
Spend across paid and organic.
2
Capture
Leads with source attached.
3
AI Response
Fast first reply.
4
Qualification
Fit and urgency scored.
5
CRM
Deal with its history.
6
Follow-Up
Cadence until reply.
7
Appointment
Booked and reminded.
8
Sales
Deal closed.
9
Analytics
Which channel made the money.
Sibling services
- Business Analytics Dashboard — the wider funnel view beyond ads.
- CRM Automation — clean deal data is what makes attribution honest.
- Lead Capture Automation — where UTMs and source are first attached.
Where it works best
- Roofing — high-value jobs where the last click lies.
- Real Estate Agents — long, multi-touch consideration.
- Med Spa — bookings driven by both ads and calls.
Related workflows
- Attribution reporting — the recurring spend-to-deal report.
- CRM cleanup — fix the data before you trust the numbers.
Human in control
What stays human
Attribution can present the evidence clearly. It cannot decide what your business should value — and it should never pretend a data gap is a certainty.
- Choosing the attribution model, and accepting its assumptions.
- Budget decisions — where to scale and what to pause.
- Data definitions: what counts as a qualified lead or a closed sale.
- How much weight a lead with no recorded source should carry.
- Reading the numbers with the commercial context only you have.
Where data is missing or a model is uncertain, the report says so — a clear “we do not know yet” is more useful than a confident number built on a gap.
Illustrative example — honesty about a gap
- Report A campaign shows strong leads but almost no source on closed deals.
- Flag The system marks the channel as under-reported, not “unprofitable”.
- Action A person fixes the CRM stage and required fields.
- Next cycle The same channel is read with real deal data attached.
Integrations
Connects to your ads, analytics and CRM
Attribution sits across the platforms that touch the journey. Common connections include Google Ads, GA4, Facebook and Meta, TikTok and PostHog for capture and feed-back; GoHighLevel and HubSpot as the deal source; and n8n, Zapier or Make to move conversions between systems — by native integration where one exists, and via API or webhook where it does not.
If the tool holding your deal data is not on the list, we will say so before you commit. The most common bridge is a webhook that writes closed-deal outcomes back to the ad platforms so they optimise toward revenue rather than raw leads.
Google Ads
GA4
Facebook / Meta
TikTok
GoHighLevel
HubSpot
PostHog
n8n / Zapier / Make
FAQ
Marketing attribution questions
Do we need Google Analytics 4 for marketing attribution?
It helps, but it is not mandatory. GA4 and similar tools are useful for on-site behaviour, while the attribution layer is built mainly on UTM and click-ID capture plus CRM deal data — so you can still connect spend to revenue even if your analytics setup is basic.
Can it track phone calls and offline sales?
Yes — that is often the missing half. Call tracking ties a phone enquiry back to the campaign that drove it, and offline or later conversions can be fed back to the ad platforms so the platforms learn from deals closed off the website.
How long before there is data worth reading?
It depends on your sales cycle and volume. Short-cycle, high-volume businesses see patterns sooner; longer cycles need more closed deals before source-to-deal reporting is meaningful. We would rather show you a thin, honest report than a confident guess.
How are privacy and consent handled?
Attribution uses campaign parameters, click IDs and your own CRM data. Consent rules are applied to any tracking that depends on them, and where consent is not present the reporting falls back to aggregate or modelled signals rather than personal data.
Which attribution model do you use?
The model is your choice, not ours by default. Common options are first-touch, last-touch, linear and position-based, and many teams read several side by side. We set the definitions with you and show the assumption behind every number.
How long does it take to set up marketing attribution?
A focused setup is a staged rollout — audit, blueprint, build, approve, launch — rather than a long project. The main variable is how many ad platforms and how much offline data need to be connected. We confirm realistic dates after the audit.
Get started
Find out which channel really pays
Tell us where you spend and where deals are recorded, and we will show how spend, calls and closed revenue could be connected.
Ready to stop guessing where budget should go?
Book a free AI strategy call and we will map how spend, calls and closed revenue could connect into one honest report.