Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyConversion tracking software
Conversion tracking software for every conversion, not just the form.
Forms, calls, booked meetings, purchases and the CRM stage weeks later, all recorded first-party and deduplicated before they reach your ad platforms.
- Forms, calls, bookings, purchases, CRM stages
- 95%+ captured, first-party
- Sent back to the platform that earned it
Rated by teams that track more than the form
- TrustpilotRated 4.9 out of 5 on Trustpilot4.9
- G2Rated 5.0 out of 5 on G25.0
- CapterraRated 5.0 out of 5 on Capterra5.0
Conversions tracked at
Five conversion types, one month
Your workspace
Conversions by typeEvery conversion type, matched to the CRM, sent back, last 30 days
1,142Conversions tracked
1,096Matched to a CRM record
1,142Sent back to a platform
TypeTrackedSent back to
Form submissions612Google, Meta, LinkedIn, Microsoft
Calls238Google, Meta
Booked meetings164Meta, LinkedIn
Purchases71Google, Meta
Closed won deals57All four, with value
One person who called and then filled the form is one lead, not two conversions.
The definition
What is conversion tracking software?
In short
Conversion tracking software records the actions that matter to a business, a form submission, a phone call, a booked meeting, a purchase or a deal stage in the CRM, ties each one to the visit and the ad that produced it, and reports them across every marketing platform. Modern tools record them first-party and server-side, deduplicate them, and send each conversion back to the ad platform that earned it.
Every conversion type
Forms, calls, bookings, chats, purchases and CRM stages, because a lead gen business converts on the phone and in the CRM as often as on a thank-you page. See call tracking software.
Recorded where blockers cannot reach
The conversion is written on your own domain and server, so an ad blocker, an iOS setting or a declined cookie does not decide whether it exists. See server-side tracking.
One person, one conversion
A call, a form and a booking from the same person are stitched into one lead with one source, not three conversions in three tools.
Sent back with a value
Qualified leads and closed deals go back to Meta, Google, LinkedIn and Microsoft as conversions with amounts, so bidding optimises on revenue. See offline conversion tracking.
Why the platform tags are not enough
Each platform tracks its own conversions. None of them tracks yours.
The Meta pixel, the Google tag and the LinkedIn insight tag each count the conversions they can see, on the pages they were placed on, for their own platform. The business converts everywhere else.
- The tag stops at the thank-you page. A call, a booked meeting or a signed contract never reaches it.
- Each platform counts its own. Meta, Google and LinkedIn each claim the same lead, and the sum is larger than your CRM.
- Blockers, iOS and cookie banners remove a share of conversions before any tag fires.
- A duplicate is a conversion. The same person submitting twice, or a browser and a server event for one action, counts twice.
- No value travels. The platform learns that a form was filled, not that the deal was worth €31,000 or nothing at all.
- GA4 measures sessions, not people. Its conversions cannot tell you whether the lead became a customer.
The result is four dashboards that disagree with the CRM. The CRM is right, and nobody is optimising on it.
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)
How the data moves
Every conversion type in, every platform's conversion out.
Clicks arrive on your own tracking domain, conversions from the website, the phone, the booking tool, the payment provider and the CRM. LeadJourney joins them to one person and sends the outcome back to the ad platforms.
Where conversions happen
LeadJourney
One person, one conversion
What the platforms finally see
- Leads
- Qualified leads
- Booked meetings
- Closed revenue
Matched to the record in your CRM
and 100+ moreConversions sent back through Meta, Google, LinkedIn and Microsoft conversion APIs
Integrations
Every source and every CRM, connected.
The ad platforms and channels a touchpoint can come from, and the CRMs the outcome is read back from. Open any tile for what exactly moves between LeadJourney and that tool.
Ad platforms
Spend, campaign structure and click IDs come in. Closed deals go back out as offline conversions.
Meta Ads
Google Ads
LinkedIn Ads
Microsoft Bing Ads
TikTok AdsSoon
Pinterest AdsSoon
Reddit AdsSoon
X AdsSoon
ChatGPT AdsSoon
AI search engines
The traffic your analytics still files under direct. No setup, the tracking script separates it.
CRM and sales
Lead stage and deal value flow in. Every campaign sees the revenue it actually produced.
- HubSpot
- Salesforce
- Pipedrive
- Attio
- Close
GoHighLevel
ActiveCampaign
Odoo
Patch Retention
Podium
monday.comSoon
What the software does
Everything conversion tracking has to do for a business that sells through leads.
Five conversion types, one definition of a lead
Forms, calls, booked meetings, purchases and CRM stage changes are all conversions of a person, not events in five tools. Forms arrive through the script or natively from Typeform and Jotform, bookings from Calendly, payments from Stripe.
First-party, server-side capture
Every conversion is written on your own subdomain and recorded on the server, which is what keeps 95%+ of them visible when the platform tag is blocked or the cookie has expired.
Deduplication by event and by person
Browser and server events share an event ID, so a conversion both saw counts once. A call and a form from the same person merge into one lead with one source, so the report and the CRM agree.
Conversion APIs for every platform
Each conversion goes back to the platform that earned it, through its own API, with hashed identifiers for a high match rate. See Meta Conversions API.
CRM stages as conversions
Qualified, booked, proposal, closed won: any stage in HubSpot, Pipedrive, Close, Attio, Salesforce and 100+ more becomes a conversion with the deal's value, so the platforms optimise on customers instead of form fills.
Every conversion in the log
Each conversion, the click it was matched to and the postback that carried it back sit in a real-time log with the platform's response, so tracking can be verified rather than trusted. See transparent logs.
Why the type matters
An ad platform optimises for whatever you call a conversion. Call it the right thing.
Send Meta form fills and it finds people who fill forms. Send it booked meetings and closed deals with their values and it finds buyers. The conversion the platform learns from should be the one the business is paid for.
In the product
What conversion tracking looks like when it covers the whole funnel.
Your workspace
Conversions by type, two ways of countingPlatform tags against the first-party layer, last 30 days
What the tags counted704conversions across four platforms, forms and purchases only
What LeadJourney recorded1,142five types, deduplicated, matched to the CRM
Recovered438 conversions the tags never saw
TypeTagsLeadJourney
Forms508612
Calls0238
Booked meetings131164
Purchases6571
Closed won057
The tags have no row for calls or closed deals. Those are the conversions the business is paid for.
Pixel against server-side
The same month, counted by the tag and counted by the server.
The platform tag sees the conversions that fired in a browser that allowed it. The server-side layer sees the ones on your domain. The gap is widest for the conversion types that happen latest: a booking on day six, a deal on day thirty.
- Blocked, expired and declined conversions recovered
- Every type counted, including the ones without a page
- Deduplicated against the tags you keep running
- The CRM's count and the report's count agree
Your workspace
Conversion feedLast hour, every type
Live- Form · /pricingMira Schulz · Google Ads, non-brandSent to Google, Meta, LinkedInLead
- Call · 4:12Tom Becker · Google Ads, emergency plumberSent to Google AdsQualified
Booked meetingLena Vogt · LinkedIn Ads, ABMSent to LinkedIn CAPISchedule- Closed won, €91,000Northwind Logistics · first click LinkedInSent to 4 platforms with valuePurchase
Every line carries the click ID and hashed identifiers the platform matches on.
Conversion feed
Every conversion, as it happens, with where it went.
A live feed of the conversions arriving: the type, the person, the source it is matched to and the platforms it was sent to. It is the record that ends the argument between the ads manager and the CRM.
- Type, person and source on every line
- The platforms each conversion was sent to
- Duplicates and merges shown, not hidden
- Click through to the full journey
Your workspace
One person, three conversionsStitched into one lead, first click to closed deal
TBTom BeckerBuildRightClosed won
- Google AdsClicked "construction crm", called from the landing page, 4:12Day 1
- WebsiteFilled the pricing form, matched on the phone numberDay 3
- CalendlyBooked a demo from the confirmation emailDay 4
- PipedriveDeal moved to Closed won, €31,000, sent back with valueDay 19
Attributed revenue€31,000
Three tools would have counted three leads. The CRM has one.
One person's conversions
Three conversions, one lead, one source.
Tom Becker called from a Google ad, filled the form two days later and booked a meeting from the confirmation email. Three tools would report three conversions; LeadJourney reports one lead with three, each sent back once.
- The call, the form and the booking on one timeline
- Stitched on the phone number and the email
- One source, the Google Ads click on day one
- The closed deal on day nineteen credited to the same ad
Live in 21 minutes
Conversion tracking set up in three steps
No tag per platform, no thank-you page rules, no developer.
- 1About 5 minutes
Install
Add one script to your site on your own tracking subdomain. Forms are recorded from the first submission; calls and bookings connect in the next step.
- 2About 15 minutes
Connect the sources
Connect your ad accounts, your CRM, and the tools your conversions happen in: the booking tool, the call tracking, the payment provider. Native for HubSpot, Pipedrive, Close, Attio, Calendly and Stripe, a webhook for the rest.
- 3Same day
Map the conversions
Choose which conversion goes to which platform as what: the form as a lead, the booked meeting as a schedule event, the closed deal as a purchase with its value. The feed fills the same day.
How it compares
Platform tags, GA4, and conversion tracking software built for lead gen.
| What you need | Platform pixels and tags |  GA4 conversions | LeadJourney |
|---|---|---|---|
| Tracks calls, bookings and CRM stages | No: Page events only | Partly: Only with custom events and imports | Yes: Five types, natively |
| Survives blockers, iOS and declined cookies | No: Fires in the browser | No: Consent-gated, session-based | Yes: First-party, server-side |
| One count across every platform | No: Each platform counts its own | Partly: One count, no CRM outcomes | Yes: One person, one conversion, matched to the CRM |
| Deduplicates browser and server events | Partly: Event ID, per platform, if configured | No: Not its job | Yes: Automatic, by event and by person |
| Sends deals back with their value | No: Manual offline uploads | No: Exports only | Yes: Conversion APIs for all four platforms |
| Setup | Partly: One tag per platform, per page | Partly: Events, goals, weeks of configuration | Yes: 21 minutes, no developer |
What changes
What changes when every conversion is tracked, not only the form.
The report matches the CRM
One count per person, the same one the pipeline holds, so marketing and sales stop reconciling.
Conversions the platforms can learn from
Calls, bookings and closed deals arrive as conversions with values, so bidding optimises on buyers.
Cost per customer
When the platform learns from customers instead of form fills, the cost of an actual customer falls.
No double counting
Browser and server events, and a call plus a form from one person, count once.
Calls and bookings finally count
The conversions that never had a thank-you page appear next to the forms in one table.
One layer instead of four tags
One script, one mapping, four platforms fed. No tag manager project per platform.
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
Common questions
Conversion tracking software, the questions buyers ask
What lead generation teams want to know before they replace four tags with one layer.
What counts as a conversion in LeadJourney?
Anything the business is paid for or works towards: a form submission, a phone call, a booked meeting, a purchase and any CRM stage change such as qualified, proposal or closed won. Each is a conversion of a person, so several actions by the same lead are one lead with several conversions, not several leads.
How is this different from the Meta pixel or the Google Ads tag?
The platform tag records page events in the browser for its own platform. Conversion tracking software records every conversion type on your own domain and server, joins them to the person and the CRM record, deduplicates them, and sends each back to every platform that earned it. It also carries the conversion's value, which the tag never knows.
Does it replace my existing pixels and tags?
It can, but it does not have to. Browser and server events share an event ID, so you can keep the tags running and LeadJourney fills the gaps without double counting. Most teams keep the pixel for a few weeks, compare the two counts in the transparent logs, then decide.
How are calls and booked meetings tracked as conversions?
Calls arrive through dynamic number insertion, so the call inherits the visitor's source and click ID, and through native call tracking integrations. Bookings arrive from Calendly and Cal.com natively, or from any booking tool by webhook. Both are matched to the person and sent back to the ad platforms like any other conversion. See call tracking software.
Can CRM stages be sent to the ad platforms as conversions?
Yes. Map any stage in HubSpot, Pipedrive, Close, Attio, Salesforce or 100+ other CRMs to a conversion on each platform, with the deal amount as the value. That is how Meta and Google learn from customers rather than form fills. The mechanics are on the offline conversion tracking page.
What happens to conversions the browser blocks?
Because the conversion is recorded on your own domain and server, an ad blocker, an iOS privacy setting or a declined cookie does not stop it. That is what keeps 95%+ of conversions visible. The server-side tracking page explains the mechanics.
Is first-party conversion tracking GDPR compliant?
How long does setup take?
Most teams are live in about 21 minutes: one script, the ad accounts and the CRM connected, the conversion mapping chosen. No tag per platform and no thank-you page rules. Onboarding is guided on a call if you want it.
See it on your own conversions
See every conversion you have, counted once, on one table.
Book a demo and we connect your site, your ad accounts and your CRM live, then compare what the tags counted with what actually converted.
Your workspace
Conversions sent back, by platformEvery type, deduplicated, with the value the CRM knows, last 30 days
ChannelSentWith valueRevenue
Google Ads48631€61.2kMeta Ads41224€48.7kLinkedIn Ads16818€39.0kMicrosoft Ads769€17.4kConversions sent back this month1,142
Every platform learns from the same deals the CRM closed.
