Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyvs
Improvado alternative
Improvado vs LeadJourney: an enterprise marketing data pipeline against attribution that needs no data team
Improvado extracts over a thousand sources into your warehouse. LeadJourney tracks the click itself and attributes it to the CRM deal.
Rated by the teams who switched
Trusted by 100+ lead generation businesses, agencies and affiliates
LeadJourney vs Improvado
A pipeline and a platform are different layers
Improvado moves, models and governs data for a data team; LeadJourney creates, attributes and explains it for a marketing team. The rows are the features our pricing page lists, so the table shows where each layer stops.
| Capability | Improvado | LeadJourney |
|---|---|---|
| Built for | ImprovadoEnterprise marketing and analytics teams and large agencies with a data team, a warehouse and a BI layer. | LeadJourneyLead generation first, B2B and B2C: forms, calls, CRM stages and closed deals are the conversion model, plus e-commerce through the Shopify integration or a manually connected shop, for advertisers, agencies and affiliates. |
| Collects data | ImprovadoNo. It extracts and loads from sources that already hold the data, over a thousand of them by its own count. | LeadJourneyYes. First-party tracking on your own domain, server-side, 95%+ of conversions captured, plus static and dynamic call tracking numbers as an add-on. |
| Sources | Improvado1,000+ connectors: ad platforms, analytics, CRMs, spreadsheets and flat files, loaded into your warehouse or Improvado's own storage. | LeadJourneyMeta, Google, LinkedIn and Microsoft Ads, the organic and AI sources, HubSpot, Salesforce, Pipedrive, Close, Attio, GoHighLevel, ActiveCampaign and Odoo, calls through the call tracking add-on or CallRail and Podium, and custom channels by webhook. Fewer, joined per lead. |
| Attribution models | ImprovadoMulti-touch attribution as a paid add-on on Advanced and Enterprise; MMM and incrementality testing as add-ons on Enterprise. | LeadJourneyEvery rule-based model on every plan, on the click stream and the CRM, switchable without re-tracking; custom models on Enterprise. |
| CRM and pipeline | ImprovadoCRM connectors bring the records in; joining a deal to the click that started it is a model your team builds in the warehouse. | LeadJourneyStages, deal values and closed revenue joined to the journey per lead, with attribution written back into the CRM. |
| Revenue back to the ad platforms | ImprovadoReverse sync is named on the homepage; sending CRM stages to the ad platforms as conversions is not documented on the pricing page. | LeadJourneyConversions API sync to Meta, Google, LinkedIn and Microsoft on every plan; stage changes and closed deals arrive as offline conversions. |
| Organic and AI search sources | ImprovadoOnly as well as the analytics source you connect classifies them. | LeadJourneyGoogle, Bing, YouTube, LinkedIn and the AI engines (ChatGPT, Gemini, Claude, Copilot, Perplexity, Grok and DeepSeek) as distinct sources, out of the box. |
| Lead-level view | ImprovadoRow-level data in the warehouse, priced by rows a year; a journey per lead from click to deal is a join your team builds. | LeadJourneyThe full journey of every named lead, from the first click to the closed deal, with the CRM stage on it. |
| Reports | ImprovadoReporting & Insights in the product, plus delivery to any BI tool and warehouse: Tableau, Looker Studio, BigQuery, Snowflake among them. | LeadJourneyChannel, campaign, landing page and conversion path reports built in, a custom report builder, saved dashboards; the warehouse export is on the roadmap. |
| AI analyst | ImprovadoAn AI Agent on every plan, metered by MCP actions a week from 50 on Free Limited to 12,000 on Enterprise; it also runs inside Claude, Codex or ChatGPT. | LeadJourneyAtlas answers questions in plain language; Atlas agents watch the data and send scheduled reports to email, Slack or WhatsApp. |
| MCP, API and export | ImprovadoMCP on every plan (an MCP Only plan at $100 a month), an OpenAPI surface, warehouse and BI delivery. | LeadJourneyMCP connection for Claude, ChatGPT and Cursor, API and Zapier app; the data warehouse export to BigQuery and Snowflake is on the roadmap. |
| Data hosting and compliance | ImprovadoSOC 2 Type II on every plan, HIPAA and SSO on Advanced and Enterprise; the data region is not published on the pricing page. | LeadJourneyFrankfurt, Germany. First-party tracking on your domain, Art. 28 GDPR DPA on request, two-factor authentication. |
| Setup | ImprovadoConnectors in minutes; the data model, the governance rules and the dashboards are a project, with professional services included on Advanced and Enterprise. | LeadJourneySelf-serve, live in 21 minutes with the reports filled; onboarding call with a tracking expert from Starter. |
| Pricing | ImprovadoFree Limited at $0 and MCP Only at $100 a month; the data platform (Advanced, Enterprise) on quote, sized by rows a year, attribution as an add-on. | LeadJourneyPublic tiers by marketing spend: from €129 a month, monthly or yearly, attribution included, after a 14-day free trial. |
Credit where it is due
Improvado connects more sources than almost anyone, governs them, and hands a data team a model it can trust in its own warehouse. An enterprise with that team should look at it seriously. The table is about the marketing team without a data engineer, for whom a pipeline is the beginning of a project.
Pricing
Improvado publishes two entry tiers and quotes the rest. Here they are next to ours.
Improvado prices by rows a year and MCP actions, with the data platform itself on quote; LeadJourney prices by marketing spend. Both ladders below are the published tiers.
ImprovadoPriced by rows a year and MCP actions; the data platform on quote
- Free Limited, AI Agent and MCP
- $0
- MCP Only, 2M rows a year
- $100 / mo
- Advanced, 600M rows a year
- Custom
- Enterprise, 1B rows a year
- Custom
US dollars as published on improvado.io. The two priced tiers buy AI agent and MCP access to your sources; the data platform (Advanced and Enterprise) is quoted after a demo, with multi-touch attribution, creative analytics, MMM and incrementality testing as separately priced add-ons. Billing terms for the quoted plans are not published.
LeadJourney
Priced by marketing spend per month
- Up to €5,000
- €129 / mo
- €5,001 to €15,000
- €249 / mo
- €15,001 to €50,000
- €499 / mo
- €50,001 to €100,000
- €799 / mo
- Over €100,000
- from €999 / mo
Advertiser plans in euros, monthly billing; yearly billing saves 20%. Every plan starts with a 14-day free trial, no credit card. Agencies and affiliates have plans of their own.
See the full pricingWhat the axis means for a marketing team
Rows price the volume of data moved; marketing spend prices what is at stake. A lead gen team spending €20,000 a month sits on LeadJourney's €499 Growth plan with tracking, attribution, the CRM stages, the offline conversions and Atlas included, monthly if it wants. On Improvado the same team is in a sales conversation about an Advanced plan before attribution is added, and before anyone has built a dashboard.
Why teams switch
Why marketing teams choose LeadJourney over a data pipeline
Three arguments come up in almost every evaluation. Each one is a set of concrete capabilities, not a slogan.
The data is tracked, not extracted
Server-side tracking, 95%+ accuracy
Conversions are recorded on your own domain and sent server to server, so ad blockers, iOS and declined consent lose far less of them. 95%+ of conversions captured.
Conversions API sync on every plan
Real conversions and revenue go back to Meta, Google, LinkedIn and Microsoft server-side, so their algorithms optimise on deals that actually closed.
Organic and AI search as sources of their own
Google, Bing, YouTube, LinkedIn, email, referrals and the AI engines (ChatGPT, Gemini, Claude, Copilot, Perplexity, Grok and DeepSeek) attributed next to your ads at no extra cost.
Call tracking as an add-on
Static numbers per campaign or dynamic number insertion per visitor, on every plan, billed per number plus usage, and CallRail or Podium if you already run one. Every call lands on the click that made the phone ring.
Forms, calls and CRM stages as conversions
Every conversion type a lead gen business has, tracked out of the box, with the CRM stage as the signal that matters rather than a checkout event.
Attribution and CRM revenue included, not an add-on
Multi-touch attribution, every model
First click, last click, linear, position based and the rest on every plan, switchable without re-tracking anything; custom models on Enterprise.
CRM revenue attribution
Closed revenue from your CRM matched to the campaign, ad and keyword that created it, so return on ad spend is measured on deals, not on lead counts.
Offline conversion tracking
Calls, meetings and signed contracts connected back to the exact ad that generated them, and sent to the ad platforms as the conversion they should optimise on.
The full journey of every lead
Every touchpoint from the first click to the closed deal on one timeline, with the CRM stage on it, for any single lead your sales team asks about.
CRM enrichment
Attribution written back into the CRM, so every lead carries its real source, campaign and keyword where sales works.
Answers without a data team or a quote
Ask Atlas, the AI marketing analyst
Atlas reads your campaign, lead and CRM data and answers questions in plain language; Atlas agents watch the data and send daily or weekly reports to email, Slack or WhatsApp.
Custom report builder
Build any report from raw data, pick the metrics, dimensions and layout, then save it as a live dashboard. No SQL required.
MCP connection, API and Zapier
Ask Claude, ChatGPT or Cursor about your own data over MCP, pull it through the API or move it with the Zapier app. The export to BigQuery or Snowflake is on the roadmap.
21 minute setup
From signup to live tracking in under 21 minutes, self-serve; an onboarding call with a tracking expert from Starter, and 14 days of setup support.
Public pricing by spend
Public tiers from €129 per month, set by your marketing spend and visible before you talk to anyone, with a 14-day free trial and no credit card.
Case studies
What changes once the attribution is right
One measured result per customer, with the person, the role and the company behind it.
SEO agency
95% clarity about marketing KPIs and a foundation to scale
Nikita Yatsun
Managing Director
Read the story
Klickkraft GmbH
Business coaching
€10-20k in monthly Meta spend, tied to qualified leads and revenue per ad
Florian Buck
Managing Director
Read the story
LinkedIn growth agency
2x customer retention, once every LinkedIn touchpoint was tracked to revenue
Marc Richard
CEO
Read the story
Digital publishing
Which article produced the lead and the revenue, across AI and organic search
Andreas Malkow
CEO & Head of PR
Read the story
SEO and GEO agency
Proven ROI on every retainer, from organic and AI search leads through to revenue
Philipp Nessmann
Managing Director
Read the story
Getreach
Backlinks marketplace (SaaS)
Switching
From Improvado to LeadJourney in 21 minutes
Nothing to export by hand. Add the script, connect the accounts, and run both tools for a week or two until the numbers agree.
- 1About 5 minutes
Add the LeadJourney script
Paste one snippet into your site or your GTM container, alongside the tags that feed your sources today. It starts recording sessions, click IDs and form fills immediately, and nothing about your current setup changes.
- 2About 10 minutes
Connect your ad accounts and CRM
Sign in to Meta, Google, LinkedIn and Microsoft Ads over OAuth, then connect the CRM where your deals live. Historic campaign data and spend are imported for you.
- 3About 6 minutes
Ask for your first number
The standard reports are there the moment data arrives: channels, campaigns, landing pages, conversion paths and the journey of every lead. For anything else, ask Atlas in plain language or build the report yourself from raw data, then save it as a dashboard.
Original reviews
What our customers wrote, word for word
4.9 out of 5 across 11 public reviews. Quoted as they were left, shortened only by dropping whole sentences.
- 5 out of 5 starsGoogle
“Before LeadJourney, we had no reliable tracking concept for our five-figure ad spend. We were manually building spreadsheet and CRM reports, inaccurate and time-consuming. Within two days, everything was set up. For the first time, I know exactly what I pay per lead and which campaigns actually bring in the best-qualified prospects.”
Florian BuckCEO, Klickkraft GmbH “With LeadJourney we are able to track all our leads and connect them with sales and attribution data to make better decisions. In the first month of using it we scaled from 0 to 100k revenue from paid ads only.”
GetreachBacklinks Marketplace (SaaS)- 5 out of 5 starsG2
“LeadJourney finally fixed my Marketing Analytics. It goes way beyond basic Ad Tracking Software. The Customer Journey Report saves hours of digging, and capturing everything from Offline Conversions to AI Search Tracking makes it the Best B2B Attribution Platform available.”
Sascha LenzMarketing Manager
- 5 out of 5 starsTrustpilot
“Connected LeadJourney for 2 clients, setup took literally 20 minutes each. The data became more accurate, the reports actually make sense. Now clients look at the dashboard and the 'why don't the numbers match?' questions are gone.”
Alexander SamarPerformance Marketing Agency - 5 out of 5 starsGoogle
“With LeadJourney, we have finally found a tool that provides us with the data we need to scale our performance marketing campaigns. The most important KPI is no longer lead price but cost per qualified lead.”
Steffen SiesingCEO, Bilanzmanufaktur GmbH
- 5 out of 5 starsG2
“The ability to track both online and offline conversions in one unified dashboard has given us insights we never had before. Our ROI has improved dramatically since we started integrating LeadJourney with our CRM. We're finally able to see the full customer journey, and it's been a game changer for our strategy.”
Andre WitzelFounder, Trading.de - 5 out of 5 starsTrustpilot
“The ability to seamlessly integrate data from multiple channels and see real-time insights has significantly improved our campaign results. We now focus on metrics that truly matter, like ROI and qualified leads.”
Nikita YatsunCEO, RLV Media GmbH
Read the reviews where they were left
FAQ
Improvado vs LeadJourney, your questions answered
The questions marketing teams ask before choosing between a data pipeline and a platform, answered the way we answer them on calls.
What is the actual difference between Improvado and LeadJourney?
Improvado is an enterprise marketing data pipeline: it extracts over a thousand sources into a warehouse, models and governs the data and hands it to your BI tool or AI agent, with attribution as an add-on. LeadJourney is an all-in-one attribution platform: it tracks on your own domain server-side, syncs spend from the ad platforms, follows the lead through the CRM stages to the closed deal, tracks the shop order through the Shopify integration or a manually connected shop, records calls with static and dynamic numbers as an add-on, attributes that revenue with every model including AI search as a source, sends stage changes back to Meta, Google, LinkedIn and Microsoft, and reports on it with Atlas. Improvado feeds a data team; LeadJourney replaces the need for one.
Improvado has over a thousand connectors. LeadJourney has far fewer. Why?
Because they do different things. Improvado's connectors copy reports and rows out of other tools into a warehouse, so the more the better. LeadJourney records the click and the conversion itself, on your domain, and needs only the sources that matter for attribution: the ad platforms for spend and conversions, the organic and AI sources for the visit, the CRM for the stages and the revenue, the Shopify integration or a manually connected shop for the orders, and a webhook for anything else. Fewer sources, joined per lead, is the design, not a gap.
Can Improvado do attribution?
As add-ons: multi-touch attribution is a separately priced module on the Advanced and Enterprise plans, and MMM and incrementality testing are add-ons on Enterprise. That is attribution on the data the pipeline extracted and modelled, not on a click recorded on your own site, and sending closed deals back to the ad platforms is not documented. LeadJourney attributes on the click stream and the CRM record, per lead, with every model on every plan, and sends the result to Meta, Google, LinkedIn and Microsoft so they optimise on revenue.
How does the pricing compare?
Improvado publishes two entry tiers, Free Limited at $0 and MCP Only at $100 a month, which buy AI agent and MCP access to your sources. The data platform itself, Advanced and Enterprise, is quoted after a demo and sized by rows a year, with attribution as a paid add-on. LeadJourney publishes every tier by marketing spend: €129 a month up to €5,000 of spend, €249 up to €15,000, €499 up to €50,000, €799 up to €100,000 and from €999 above that, monthly or yearly, with tracking and attribution included, after a 14-day trial without a card.
We have a data team and a warehouse. Can Improvado and LeadJourney run side by side?
Yes, and for governed reporting across a hundred sources Improvado may stay the better fit for that team. Today the attributed lead and revenue data reaches that team through the API, webhooks and the Zapier app, and the MCP connection opens it to the same AI agent; the data warehouse export to BigQuery or Snowflake, where the same pipeline could pick it up next to whatever Improvado delivers, is on the roadmap. What a warehouse cannot do on its own is track the click on your domain, read the CRM stage and send the closed deal to the ad platforms in time for the algorithm to learn from it.
Improvado has an AI agent and MCP too. Is Atlas the same thing?
The mechanism is similar, the data underneath is not. Improvado's agent answers on whatever the pipeline has loaded, metered by MCP actions a week, and LeadJourney also offers an MCP connection for Claude, ChatGPT and Cursor. Atlas reads campaign, lead and CRM data that LeadJourney tracked and attributed itself, so a question like which channel brought the deals that closed last month has an answer on day one, and Atlas agents send that answer to email, Slack or WhatsApp on a schedule without anyone building the model first.
Keep comparing
Other tools on the same shortlist
The comparisons readers of this page open next. Each one says what the other tool does well and who should pick which.
- vs
LeadJourney vs Funnel.io
Funnel.io aggregates hundreds of sources for your BI tool, with attribution as an add-on. LeadJourney tracks the data itself, joins it to the CRM and ships attribution, reports and Atlas without a data team.
Read the comparison - vs
LeadJourney vs Supermetrics
Supermetrics moves marketing data from hundreds of sources into spreadsheets, BI tools and warehouses. LeadJourney tracks the data itself, attributes it to CRM revenue and answers the question without a pipeline.
Read the comparison - vs
LeadJourney vs Looker Studio
Looker Studio visualises data you still have to assemble and maintain yourself. LeadJourney is a complete tracking, attribution and reporting platform that delivers the insights, not just the charts.
Read the comparison
Improvado alternative
The Improvado alternative for marketing teams
Tracking, attribution, CRM revenue and reporting in one platform, GDPR-native, public tiers by spend and live in 21 minutes without a data team. Book a demo and see the difference on your own funnel.
