Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyFor demand generation
Demand generation attribution that credits pipeline per programme, not MQLs.
Every programme you run, from paid campaigns to webinars, events and syndication lists, priced by the qualified leads and the closed revenue it produced.
- Cost per SQL, not cost per MQL
- Off-site programmes by webhook
- Live in 21 minutes
Rated by the demand gen teams that report on pipeline
- 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
Programme attribution at
One quarter, five programmes
Your workspace
Programme reportMQLs, qualified leads and pipeline per programme, last quarter
616MQLs
164SQLs
€976.0kPipeline
ProgrammeMQLsSQLsPipeline
Content syndication18622€96.0k
LinkedIn Ads, ABM7441€412.0kWebinars14238€188.0k
Google Ads, non-brand11834€156.0kOrganic and content9629€124.0k
Syndication produced 30% of the MQLs and 13% of the SQLs. SQL and Pipeline are read from the CRM, not scored.
Why the MQL number stops working
You hit the MQL target every month. The pipeline review still asks where the pipeline is.
Demand generation is measured on the one event that is easiest to buy. So the number goes green, the programmes that fill it get more budget, and the qualified pipeline behind them is nobody's column.
- Cost per MQL rewards the cheapest form, so the programme that hands you 186 leads at a low price beats the one that hands you 74 leads sales actually wants.
- The MAP's campaign report starts at the form. It knows the asset that converted and not the ad, post or partner that put the person in front of it.
- Half your programmes never touch the website. A webinar, a syndication list and a field event produce leads that arrive as a CSV with no source at all.
- Sales disqualifies and nobody counts it. The reasons live in the CRM as free text, so the report cannot tell a bad channel from a bad month.
- The ad platforms optimise on the form fill, because that is the only conversion you ever sent them, and then find more people who fill forms.
- The deal closes two quarters later. By then the campaign is off, the window has expired and the credit has quietly gone to brand search.
So the mix drifts towards volume. The programme that produced the most pipeline is usually the one with the worst cost per MQL.
What LeadJourney does instead
Every programme priced by the qualified leads and the revenue it produced.
LeadJourney records the click on your own tracking domain, takes off-site programmes in by webhook, and joins both to the person the moment they become a lead. From there it reads your CRM and credits each stage back to the programme, so one table shows cost per MQL next to cost per SQL and pipeline.
Watch it
The campaigns last click never credits
What happens to the numbers when the touchpoints that introduced and nurtured the buyer stop being invisible.
39 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
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)
Integrations
Every programme source, and the CRM that grades the leads.
The channels a programme can run on and the systems the qualification is recorded in. A webinar platform, a syndication partner or an event list joins through a webhook, Zapier, Make or n8n. 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 you get
Everything a demand gen report needs, from the programme to the closed deal.
Every programme tagged at the source
Paid, organic, email and social carry their click ID and UTMs from the first visit. Webinars, syndication lists and events post in by webhook, Zapier, Make or n8n and keep their programme name, so the off-site half of your mix stops arriving as "Other".
MQL, SQL, opportunity and closed won from the CRM
You map which stages count, and the stage changes come from HubSpot, Pipedrive, Close and Attio natively, Salesforce and 100+ others by webhook. The first touch, programme and campaign are written back onto the record.
MQL to SQL rate per programme
Acceptance rate, cost per SQL and the disqualification reasons sales recorded, per programme, campaign and ad. The channel that fills the list with the wrong companies is priced honestly. See lead quality by channel.
The whole path, not the last form
A buyer who downloaded a guide, attended a webinar and then clicked a retargeting ad is one journey, so the programme that opened the cycle keeps its credit under first click, linear or position-based. See multi-touch attribution.
Cost per MQL next to cost per SQL and pipeline
Spend is pulled from every ad account, so one table prices each programme by what it cost, how many leads it produced, how many sales accepted, and the pipeline and closed revenue behind them, with the named leads under every figure.
Qualified leads sent back to the ad platforms
SQL and closed-won stages go to Meta, Google, LinkedIn and Microsoft Ads through their conversion APIs as they happen, with the deal value attached, so the bidding learns from the leads sales accepted instead of the cheapest form fills.
The number that changes the mix
A programme that hits its MQL target and produces no pipeline is a cost, not a channel.
Cost per MQL is the only metric in demand generation that a bad programme can win: it rewards volume and hides the acceptance rate. Cost per SQL and pipeline per programme are the same report with the CRM joined to it, and they usually reorder the mix on the first read.
The reports
What the pipeline review looks like once every programme carries its outcome.
Your workspace
Programme reportSpend, qualified leads and closed revenue, last quarter
ChannelSpendSQLsClosed
LinkedIn Ads, ABM€18.2k41€164.0kWebinars€4.8k38€72.0k
Google Ads, non-brand€14.6k34€58.0kOrganic and content€029€46.0k
Content syndication€12.4k22€18.0k
Closed revenue on €50.0k spend€358.0k
Cost per SQL: webinars €126, Google €429, LinkedIn €444, syndication €564. Cost per MQL ranks them the other way round.
Programme report
Spend, qualified leads and closed revenue per programme, in one table.
Every programme in the mix on one scale, priced in the units the review argues about: what it cost, how many leads sales accepted, and how much revenue closed. The webinar with the small budget and the syndication list with the big one finally sit in the same table.
- Paid, organic, email, webinars, events and partner lists together
- Cost per MQL next to cost per SQL
- Pipeline and closed revenue read from the CRM
- Drill from the programme to the campaign, the ad and the named leads
Your workspace
Lead journeyOne buyer, first touch to closed won
LVLena VogtFintoryClosed won
- LinkedIn AdsClicked the ABM ad for the finance operations account listDay 1
- Content syndicationDownloaded the buyer's guide from the partner listDay 6
- Pricing webinarAttended live, stayed to the pricing sectionDay 19
CalendlyBooked a demo from the webinar follow-upDay 21- HubSpotDeal moved to Closed won, €42,000Day 78
Attributed revenue€42,000
First touch was the ABM ad, the webinar is where they converted. Position-based credits both; last click would have credited the follow-up email.
Lead journey
One buyer, from the first programme to the closed deal, with every touch between.
Open any lead and read the path: the ABM ad that reached the account, the guide they downloaded, the webinar where they engaged, the demo they booked and the deal that closed eleven weeks later.
- First touch with programme, campaign, ad and keyword
- Every asset, webinar and event on one timeline per person
- The CRM stages and the closed amount on the same line
- Journeys kept for months, so long cycles still attribute
Your workspace
What did a qualified lead cost per programme last quarter?
You
Cost per SQL, last quarter
- Webinars
- €126 · 38 SQLs
- Google Ads, non-brand
- €429 · 34 SQLs
- LinkedIn Ads, ABM
- €444 · 41 SQLs
- Content syndication
- €564 · 22 SQLs
From 164 SQLs in HubSpot this quarter. Organic and content produced 29 more at no media cost.
- Which produced the most pipeline?
- List the 22 syndication leads that qualified
Ask Atlas
Ask what a qualified lead costs per programme, and get the leads.
Atlas is the AI analyst on your journeys and your CRM. Ask the question the mix decision needs in plain language, and the answer comes with the leads listed behind it, so sales can check it before the budget moves.
- Answers from your own programmes and CRM stages, nothing modelled
- In Slack, in the app, and through the MCP server in the assistant you already use
- Every answer lists the leads and deals behind the number
- Follow-up questions keep the context
What changes
The questions you can finally answer with a number
Every one of these is a report in LeadJourney, ready the moment you ask. No SQL, no spreadsheet, no analyst in the loop.
Which programme should get the next ten thousand, based on qualified pipeline rather than MQLs?
What does a sales accepted lead cost from each programme, and how far apart are those numbers?
Which campaigns produce leads sales accepts, and which produce leads that get disqualified in week one?
How much pipeline did last quarter's webinar series create, and how much of it closed?
Do the leads from the syndication partner ever become opportunities?
Which programme opened the deals we closed this quarter, not just the one that converted them?
What is our MQL to SQL rate per channel, and where did it drop this month?
Live in 21 minutes
Programme attribution running in three steps
No warehouse, no modelling project, and nothing changes for how sales works the CRM.
- 1About 5 minutes
Install
Add one script to your site on your own tracking subdomain, landing pages and gated assets included. Every visit is recorded first-party with its programme, campaign and click ID, and joined to the person the moment they convert.
- 2About 15 minutes
Connect the CRM, the ad accounts and the off-site programmes
Connect HubSpot, Pipedrive, Close or Attio with one click, Salesforce and 100+ others by webhook, and the ad platforms for spend and the conversion APIs. Webinars, syndication lists and events post in through Zapier, Make or n8n.
- 3Same day
Map the stages
Choose which CRM stages count as MQL, sales accepted, opportunity and won, which of them go back to the ad platforms, and the model the reports default to. The programme report fills the same day.
How it compares
Your automation platform's campaign report, a spreadsheet, and attribution that reads the pipeline.
| What you need | Your MAP's campaign report |  GA4 and a spreadsheet | LeadJourney |
|---|---|---|---|
| What it counts | Partly: MQLs and form fills per asset | Partly: Sessions and events | Yes: MQL, SQL, opportunity and closed revenue |
| Programmes that never touch your site | Partly: Only if the list is uploaded by hand | No: Nothing to measure without a page view | Yes: By webhook, Zapier, Make or n8n, with the programme name |
| Cost per SQL per programme | No: No ad spend in the platform | Partly: Spend pasted in by hand each month | Yes: Spend pulled from every ad account |
| Credit across the whole path | Partly: First or last touch, on higher tiers | Partly: Data-driven, on sessions it kept | Yes: Five models on the recorded journeys |
| Lead quality back to the ad platforms | No: Nothing goes back | No: Not its job | Yes: SQLs and closed deals through the conversion APIs |
| Cycles of two quarters or more | Partly: Only touches after the record existed | No: The window expires first | Yes: No attribution window |
What changes
What changes once every programme carries its qualified pipeline.
The mix is decided on SQLs
The programme with the cheapest MQLs is rarely the one behind the pipeline. With cost per SQL and closed revenue per programme, the budget moves to the ones sales agrees with.
Cost per qualified lead
When the platforms optimise on sales accepted leads instead of form fills, the price of a lead worth calling falls.
MQL to SQL rate
Once acceptance rate is visible per programme and per ad, the targeting and the offer can be aimed at the accounts sales wants rather than at the volume target.
Off-site programmes stop being invisible
Webinars, events and partner lists arrive with a programme name and a source, so they compete for budget on the same table as the paid campaigns.
Sales and marketing read one report
The first touch and the programme are on the CRM record, so the pipeline meeting starts from one list of names instead of two disagreeing decks.
One pipeline number per programme
Spend against qualified pipeline and closed revenue, from one system that matches the CRM. No reconciliation the week before the QBR.
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
Demand generation attribution, the questions we get
What demand gen teams want settled before they change how programmes are measured.
How is this different from the campaign attribution in HubSpot or Marketo?
A marketing automation platform starts when the record is created and knows the asset that converted plus whatever the form passed along. It has no ad spend in it, so it cannot price a programme, and the touches before the form usually arrive as a UTM that may or may not have survived. LeadJourney records the click server-side before the lead exists, keeps the click ID for months, pulls spend from every ad account and sends the CRM stages back to the ad platforms. The stages themselves still come from your CRM.
Can it attribute programmes that never touch our website, like events and syndication?
Yes. Anything that can send a webhook, or run through Zapier, Make or n8n, posts its leads into LeadJourney with the programme name attached, and from there they are attributed and followed through the CRM exactly like a lead that came from a paid click. Webinar platforms are a native case: WebinarJam and WebinarGeek connect in a few clicks, see webinar tracking.
Do we get MQL to SQL rate and cost per SQL per campaign, or only per channel?
Per channel, programme, campaign, ad set, ad and keyword, wherever the spend and the click carry that level of detail. The reports drill down, and every figure opens to the named leads behind it, which is what makes an acceptance rate arguable in a good way.
Our sales cycle runs six months. Does the credit survive that?
Yes. The click ID and the journey are kept for months and there is no attribution window, so a deal that closes in month six is credited to the programme that started it. The stages in between, sales accepted and opportunity, are credited as they happen, so the report is useful long before the deal closes. See long sales cycle attribution.
Where do the disqualification reasons come from?
From your CRM. If your team records a reason when they disqualify a lead, that field comes across with the stage change and shows up in the quality report next to the programme, so "wrong company size" and "no budget" stop being one bucket called junk.
Do we need a data team, a warehouse or a new CRM?
None of them. One script on your site, one-click connections for the CRM and the ad accounts, a webhook for anything off-site, and a stage mapping screen. Most accounts are live in about 21 minutes, and our team will do the setup with you on a call if you prefer.
Is this GDPR compliant?
Tracking is first-party and consent-aware, and it works with your consent management platform. LeadJourney is hosted in the EU, in Frankfurt, and a signed data processing agreement is part of every plan. See GDPR.
See it on your own programmes
See which programmes produced last quarter's pipeline.
Book a demo and we trace last quarter's closed deals back to the programmes that started them, live in your own CRM. Or start the free trial and see cost per qualified lead in the first week.
Your workspace
The same quarter, twiceWhat the MQL report counted, and what the pipeline says
MQLs reported616the number that hit its target
SQLs credited to a programme164read from the CRM
MQL to SQL rate across the mix27%
ProgrammeMQLsSQLs
Content syndication18622
Webinars14238
Google Ads, non-brand11834LinkedIn Ads, ABM7441Organic and content9629
Two reports of one quarter. The second is the one sales agrees with.
