Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyCustom report builder
A custom marketing report builder on raw journeys, not on templates.
Pick any dimension, down to a CRM field like deal size, any metric from CPL to ROAS, and the attribution model.
- Any dimension, any metric
- Built on raw journey and CRM data
- Saved, scheduled, shared live
Rated by teams that outgrew their templates
- Trustpilot4.9 out of 5 on Trustpilot
- G25.0 out of 5 on G2
- Capterra5.0 out of 5 on Capterra
Custom reports built at
One report, built in a minute, no SQL
Your workspace
Campaign by deal sizeSpend and closed revenue per campaign, split by the deal size field in HubSpot, last quarter
€412kclosed revenue
€1,220blended CAC
6.5×ROAS
CampaignDeal sizeSpendCustomersRevenue
Search, non-brandOver €25k€18.4k6€214.0k
Sponsored content, ABMOver €25k€16.2k3€96.0k
Lead gen, lookalike 2%Under €10k€21.9k34€61.2kSearch, brand€10k to €25k€7.1k9€40.8kSorted by customers, the Meta campaign wins. Sorted by deal size, two other campaigns carry the quarter.
The definition
What is a custom report builder?
In short
A custom report builder lets a marketing team build any report from the raw data instead of choosing from templates: pick the dimensions (channel, campaign, ad, keyword, landing page, a CRM field), the metrics (spend, leads, qualified leads, customers, revenue, CPL, CAC, ROAS) and the attribution model, then save the result as a live dashboard, schedule it and share it.
Work on raw journey data
The rows are tracked journeys joined to CRM records, not platform exports, so any dimension can meet any metric and every cell opens the leads behind it. See customer journey tracking.
Take CRM fields as dimensions
Deal stage, deal size, industry or any field you map becomes an axis, so a report can say which campaigns bring the enterprise deals. See CRM field segmentation.
Switch the attribution model
First click, last click, linear, position-based or multi-touch, per report, without re-tracking anything, so the channel that starts journeys and the one that closes them both get their number.
Save, schedule and share it live
A saved report is a live dashboard with a link anyone can open, and a schedule that sends it to Slack, email or WhatsApp on the day the team expects it.
Watch it
The report, built once
What replaces the spreadsheet: a live report that follows every lead from the first click to the closed deal.
59 secondsAll videos
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
€500k MRR reached profitably, scaling an SEO agency on performance marketing
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)
What the builder does
Any question about spend and revenue, answered as a table you keep.
Any dimension against any metric
Channel, campaign, ad set, ad, keyword, landing page, device, country, date range and any mapped CRM field on one axis. Spend, leads, qualified leads, customers, revenue, CPL, CAC and ROAS on the other. Stack filters as you like, no SQL.
Revenue from the CRM, not platform estimates
Every revenue, customer and CAC figure is the closed-won amount in HubSpot, Salesforce, Pipedrive, Close or Attio, matched to the journey, so the report shows what a campaign earned rather than what the platform claims for it.
CRM fields as report axes
Map deal stage, deal size, industry or any custom field once and it becomes a dimension in every report, named the way your team named it, so the answer arrives in your own vocabulary.
The attribution model per report
Compare first click against position-based in two tabs of the same report, so the channel that starts journeys and the one that closes them both get credit where it is due. See multi-touch attribution.
Saved as a live dashboard, sent on schedule
Save any report as a dashboard that refreshes itself, share it by link with a client or the board, and schedule it to Slack, email or WhatsApp. Everyone reads the same current figures.
Or describe it to Atlas
Type "campaigns by deal size, last quarter, position-based" and Atlas returns the table, computed from the same data, with the report behind it linked. Over the MCP server the same data answers inside Claude or ChatGPT.
In the product
Two ways to build the same report.
Your workspace
Which campaigns produced deals over €25k last quarter, position-based?
You
Campaigns by deals over €25k, Q2, position-based
- Google Ads, search non-brand
- 6 deals, €214.0k, €3,070 per customer
- LinkedIn Ads, sponsored content ABM
- 3 deals, €96.0k, €5,400 per customer
- Meta Ads, lead gen lookalike
- 0 deals over €25k, 34 under €10k
Computed from the HubSpot deal size field and tracked journeys, April 1 to June 30. Report linked.
- Switch to first click
- Add cost per qualified lead
Ask Atlas
Describe the report in a sentence and Atlas builds it.
Ask Atlas for the slice in plain language and the answer is the table, computed from the same journeys and CRM deals, with the report linked. A second sentence changes the model, the range or the columns.
- Plain language in, the table out
- Same raw data as the builder, so the numbers match
- Change the model or the range with a follow-up
- Answers in the dashboard and in Slack
Your workspace
Channel by revenueBuilt report: all channels, position-based, last 30 days
ChannelSpendCustomersRevenue
Google Ads€14.2k26€142.6k
Google organic€022€118.4kMeta Ads€11.6k19€96.3kLinkedIn Ads€7.4k9€81.9kNewsletter€1.8k6€38.4k
Blended, on €35.0k spend€477.6k
The newsletter cost was entered by hand. The rest is synced from the ad accounts.
Cross-platform view
Every ad platform and every custom channel in one built report.
The builder does not care where a row came from. Every ad platform, organic search, AI search and your custom channels sit in one table, measured on the same CRM revenue. See cross-platform reporting.
- One lead counted once, however many platforms it touched
- Spend pulled from every ad account automatically
- Organic, AI search and custom channels in the same rows
- Cost per qualified lead and ROAS computed the same way for all
Live in 21 minutes
Your first custom report in three steps
No data warehouse, no BI licence, and the fields stay where your team maintains them.
- 1About 5 minutes
Install
Add one script on your own tracking subdomain. Every visit, click ID and form fill is recorded first-party from then on, which is the raw data every report is built from.
- 2About 10 minutes
Connect and map
Sign in to your ad accounts for spend, and to your CRM: native for HubSpot, Pipedrive, Close and Attio, a webhook for Salesforce and the rest. Map the fields your reports should slice by.
- 3Same day
Build and save
Put a dimension on each axis, pick the metrics and the model, and save. The report is a live dashboard with a link and a schedule the moment it exists.
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
The custom report builder, the questions teams ask
What marketing teams want to know before they retire the template and the spreadsheet.
Can I combine ad platform data and CRM data in one custom report?
Yes. Every report is built from one dataset: tracked journeys with their campaign, ad and keyword, spend synced from Meta, Google, LinkedIn and Microsoft Ads, and the contact, deal stage and closed amount synced from your CRM. Organic search, AI search engines and custom channels are in the same dataset, so any of it can share a table.
Which dimensions and filters can I use?
Channel, campaign, ad set, ad, creative, keyword, landing page, device, country, date range, CRM pipeline stage, deal size, industry and any other CRM field you map. Filters stack, so a report can be LinkedIn traffic, on the pricing page, that reached proposal stage, in the last quarter.
Can I save a report as a dashboard and share it with a client or the board?
Yes. A saved report is a live dashboard that refreshes with new data. Share it by link and the client or the leadership team opens it in their browser and sees the current figures. The same report can be scheduled to Slack, email or WhatsApp.
Do I need SQL, a data warehouse or a BI tool?
No. The builder works directly on the raw journey data LeadJourney already holds, so any dimension and any metric are available without an analyst, a warehouse or a BI licence. You pick, filter and save. Company-wide BI stays where it is; marketing stops filing tickets for its own numbers.
How is this different from Looker Studio or a dashboard tool?
Looker Studio and the dashboard tools arrange whatever numbers you feed them, usually each platform's own conversion count, and keeping the feeds alive is its own job. LeadJourney owns the data end: server-side tracking joined to CRM revenue, live, with the builder on top. The marketing reporting software page makes the full comparison.
Is there a limit on reports or dashboards?
No. Build as many reports and dashboards as you need, combine as many sources as you run, and share them with as many colleagues or clients as you like. Agencies keep one workspace per client, so each client's reports stay in their own place.
Built on your data
Build the report your template tool could never show you.
Book a demo and we build your first custom report live: your campaigns on one axis, your CRM field on the other. Or start the free trial and build it yourself in the first hour.
Your workspace
Report activityThis workspace, today
Live- Report saved: Campaign by deal size5 dimensions, 4 metrics, position-basedMarcus ReedSaved
Scheduled to Slack #marketingEvery Monday 08:00WeeklyScheduled- Live dashboard link openedLeadership team, current figuresToday 09:14Viewed
- Model switched: last click to linearSame report, second tab2 tabsUpdated
Every figure in the report opens the deals behind it.
