Luma integration
Luma attribution, from the post that filled the room to the deal it produced
Registrations, check-ins and no-shows all count as conversions, each matched to the ad, post or newsletter that produced the guest.
- Live in 21 minutes
- 95%+ accuracy, first-party
- No developer required
Rated by the teams who connected their stack
How the data moves
LumaWhere the room gets filled- Registrations
- Check-ins
- No-shows
AI Attribution Engine
LeadJourneyServer-side tracking, multi-touch models, every channel in one place- Server-side tracking of every visit
- Multi-touch attribution per guest
- Won deals sent back to the ad platforms
Every registration is matched to the click, post or newsletter that produced it. A guest who turns up is a different conversion from one who does not, and won deals go back to the ad account that filled the room.
Trusted by 100+ lead generation businesses, agencies and freelancers
The gap
Luma knows who registered and who turned up. It never learns which post filled the room or what the guest was worth.
The guest list answers how the event went. The post, ad or newsletter that produced the guest happened weeks earlier, and the deal closes in your CRM months later.
Luma on its own
Precise about the room, blind to the channel before it and the deal after it
- Luma shows each event's guests, registrations over time, invites, approvals and who checked in, and it does that cleanly.
- Your event page carries the tracking codes you added, so the ad platforms hear about a registration in the browser, when the pixel fires and consent allows it.
- Where a guest came from is a referral line at best. Which of your five LinkedIn posts, which campaign and which newsletter is not in the guest list.
- A page hosted on lu.ma is another domain, so the guest crosses a border between the click and the registration and arrives as a new visitor.
- A no-show and the person who stayed to the end are two rows on the same list. The ad platform only ever heard "registered".
- Whether the guest booked a call, started a trial or became a deal months later lives in your CRM, not in the calendar.
- Spend lives in the ad accounts and guests live in Luma, so cost per attendee across LinkedIn, Meta and Google is a spreadsheet exercise.
Luma with LeadJourney
One journey per guest, from the first click to the closed deal
- Every registration, check-in and no-show arrives as a conversion, matched server-side to the ad click, post, newsletter or referral that produced the guest.
- Somebody who subscribed to your calendar and then registered for their third event is one person on one journey, not three strangers.
- The registration is stitched to the visitor's full journey, so the LinkedIn post, the organic search and the AI answer before it are on the record.
- Attendance is its own stage. A guest who turned up is worth more than one who registered and did not, and the ad platforms learn the difference.
- The guest is followed through your CRM to the won deal, and the deal value lands on the campaign, post or newsletter that filled the seat.
- A paid ticket arrives with its amount, so a paid event reports its own revenue next to the pipeline it produced.
- Spend is pulled from every connected ad account, so cost per registration, per attendee and per closed deal are live at 95%+ accuracy.
How it works
Luma attribution for every guest, then for every deal the room produced
Both run on their own once connected: the first turns a registration and a check-in into conversions with a journey behind them, the second gives the guest a value and hands it to the ad platforms.
1 Every registration and check-in becomes a conversion with its journey attached
Luma fills the room. LeadJourney records what filled each seat.
Visits and click IDs are tracked server-side across paid, organic and AI search, before anyone reaches the event page.
Registrations, check-ins and no-shows arrive from Luma as they happen, each as its own stage on the guest.
LeadJourney matches the guest to the visitor's journey and stitches the seat to the ad, post or newsletter that produced it.
Cost per registration and per attendee, by channel, campaign, post and event, next to every other conversion.
2 From the guest in the room to the closed deal, and back to the ad account
So the platforms optimise on rooms that produce pipeline, not on cheap registrations.
The guest becomes a lead in your CRM, and LeadJourney reads stage changes, deal value and closed won as they happen.
The won amount is placed on the registration, and on the campaign, channel, post and event that produced it.
Attendance and won deals go back as offline conversions, matched on the click ID with the deal value attached.
Bidding learns which audiences turn up and buy, so the room fills with the people the next event is for.
The return path
Attendees and won deals, back in the ad account that filled the room
A registration is not a result. When it turns into somebody in the room, and when the deal is won, each outcome goes back to the platform that produced the click.
- LinkedIn AdsConversions API
Attendance and won revenue matched on li_fat_id
- MetaConversions API
Registration, attendance and deal won, with value and currency
- Google AdsOffline conversion import
Attendees and won deals matched on gclid, with deal value for value based bidding
- Microsoft AdsOffline conversions
Conversions matched on msclkid, with deal value
TikTok AdsEvents APIServer-side registration, attendance and revenue events
You choose what counts as a conversion
Map the registration, the check-in or the won deal to any platform event, or all three at their own stages.
Value based bidding gets a real value
The deal amount from your CRM travels with the event, so tROAS strategies optimise on revenue instead of a flat value per registration.
Sent server to server
No pixel to fire on a page you do not own, and nothing for an ad blocker or a declined cookie banner to remove.
Reporting
The questions a guest list cannot answer yet
Every one of these is a report in LeadJourney rather than an export. Luma stays where you run the calendar, the invites and the door, and LeadJourney shows what filling the room produced.
Which posts, ads and newsletters fill the room with people who actually turn up?
What does an attendee cost us on LinkedIn compared with Meta and Google Ads?
Which events produce guests who become customers, and which fill the room with people who never buy?
How much pipeline did last quarter's events produce, by channel?
How many of this month's guests had read a blog post or an AI answer about us first?
Which event in the series is worth repeating, and which one only looked busy?
LeadJourney and Luma
Where Luma ends and LeadJourney starts
Luma shows who registered, who was approved and who walked in. Its view starts at the event page.
| Capability | Luma on its own | With LeadJourney |
|---|---|---|
| Attributing the registration | Luma on its ownLuma attribution is the tracking codes on your event page plus a referral line per guest, so the platforms hear the registration in the browser, when the pixel fires. | With LeadJourneyThe registration is matched server-side to the click that produced it and to every earlier touch, on any device, in any channel. |
| How the event went | Luma on its ownGuests, registrations over time, invites, approvals and check-in, per event. | With LeadJourneyRegistration, check-in and no-show read as stages on the guest, so each is a conversion with its own cost and its own source. |
| The hosted event page | Luma on its ownA page on lu.ma is a second domain, and the guest arrives there as a new visitor. | With LeadJourneyThe click ID travels across the handover, so the registration lands on the channel that produced it rather than on Direct. |
| The calendar | Luma on its ownA subscriber and a guest at three events are separate rows on separate lists. | With LeadJourneyOne person, one journey across your whole calendar, so the channel that found them is credited once. |
| After the event | Luma on its ownThe guest list ends when the doors close. Trials, calls and deals live in other tools. | With LeadJourneyThe guest is followed through your CRM to the won deal, and the value lands on the campaign that filled the seat. |
| Revenue | Luma on its ownPaid tickets are collected and paid out. The pipeline the room produced is somewhere else. | With LeadJourneyTicket revenue and won deal revenue, attributed per channel, campaign, post and event. |
| Conversions back to the ad platforms | Luma on its ownThe registration event, from the pixel, at whatever value you set. | With LeadJourneyRegistration, attendance and won deal, matched on the click ID with the deal value, to LinkedIn, Meta, Google, Microsoft and TikTok. |
| Cost per attendee | Luma on its ownSpend lives in the ad accounts and guests in Luma. The join is a spreadsheet. | With LeadJourneyCost per registration, per attendee and per closed deal, live per channel, campaign and ad. |
| Consent and tracking | Luma on its ownPixels on the event page need consent and a browser that lets them run. | With LeadJourneyVisits tracked server-side and first-party at 95%+ accuracy, processed in the EU, with a DPA. |
Keep Luma. Give every guest a source and a value.
Luma stays the calendar that invites, approves and checks in your guests. LeadJourney takes each registration and check-in as a conversion, joins it to everything that happened before and after, and hands the result to the platforms where the budget is spent.
MCP server
Chat with your Luma attribution data
The same guests, check-ins, spend and won revenue are also served over MCP. Ask in Claude or ChatGPT which events produced pipeline last quarter, and the answer comes from your own numbers.
LeadJourney MCP connected, try any tab
Which campaigns produced our closed revenue last month?
Based on your LeadJourney data, 3 campaigns produced 148,200 EUR of closed revenue last month:
- Google Ads, Brand
- 38 leads, 9 closed deals, 61,400 EUR. Shortest path to signature.
- LinkedIn, Retargeting
- 21 leads, 6 closed deals, 48,900 EUR. Seven touchpoints on average.
- Meta, Lookalike DACH
- 54 leads, 5 closed deals, 37,900 EUR. Cheapest qualified lead.
Want this as a weekly summary in Slack?
Ask anything about your lead journeys
Where did our three biggest deals this quarter come from?
Your 3 largest deals this quarter all started somewhere the last click never showed you:
- 42,000 EUR
- First touch LinkedIn Ads, closed 63 days later after a webinar signup.
- 28,500 EUR
- First touch Google organic, paid click on day 11, demo on day 19.
- 21,800 EUR
- First touch a Meta video view, form filled from email six weeks on.
Want the full touchpoint list for any of them?
Ask anything about your closed deals
Which landing pages turn LinkedIn traffic into qualified leads?
3 pages take your LinkedIn traffic, and the qualified rate between them runs from 4% to 18%:
- /demo/attribution
- 18% qualified from 214 visits. Highest intent page on the site.
- /guide/server-side
- 9% qualified from 612 visits. Most journeys stall after the download.
- /pricing
- 4% qualified from 488 visits. Second most traffic, lowest intent.
Want the same breakdown for Google Ads traffic?
Ask anything about your landing pages
What did each channel cost per qualified lead last week?
3 channels spent budget last week. Cost per qualified lead ran from 41 EUR to 187 EUR:
- LinkedIn Ads
- 41 EUR per qualified lead. 2,300 EUR spent, 56 qualified.
- Google Ads
- 88 EUR per qualified lead. 4,400 EUR spent, 50 qualified.
- Meta Ads
- 187 EUR per qualified lead. 3,740 EUR spent, 20 qualified.
Want an alert the moment a channel passes 120 EUR?
Ask anything about your cost per lead
What do the journeys that close have in common?
3 signals show up in most of your closed deals and in almost none of the lost ones:
- Pricing page, 2+ visits
- In 71% of closed deals. In 12% of the ones that never closed.
- Demo within 14 days
- In 64% of closed deals. Median 9 days from the first click.
- Second contact
- In 58% of closed deals. A colleague of the lead arrives on site.
Want these three scored onto every lead in your CRM?
Ask anything about your lead journeys
Setup
Connected to Luma in about 21 minutes
No developer, no new event pages and no change to your calendar. Your events run exactly as they do today.
- 1About 5 minutes
Add a single line of code
Paste the LeadJourney script into your site or your GTM container. It starts recording sessions, click IDs and form fills immediately, so the click before the event page is on record.
- 2About 10 minutes
Connect Luma and your CRM
Connect your Luma account in the integrations screen, then the CRM where your guests become deals. From then on every registration, check-in and no-show arrives as a conversion.
- 3Same day
Map event stages to platform events
Choose what goes back to your ad accounts: the registration, the check-in, the won deal, or all three. From then on each one flows back to the platform that filled the seat, with the value from your CRM attached.
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
What event hosts ask before connecting
If yours is not here, our team answers in the chat within a few minutes.
How is this different from Luma attribution and the guest list on their own?
Luma tells you how the event went: who registered, who was approved, who turned up. LeadJourney starts from those events and adds the two halves the guest list does not cover, the journey before the event page, across every channel and device, and the deal after the doors close, read from your CRM. The result is a guest with a source and a room with a value, which the ad platforms otherwise never learn.
How does LeadJourney connect to Luma?
You connect your Luma account from the integrations screen in LeadJourney, without a developer. From then on every registration, check-in and no-show arrives in LeadJourney as a conversion. Your event pages, invites, approvals and calendars stay exactly as they are.
Which Luma events come through?
Registrations, check-ins and no-shows, each as its own stage on the guest. That means a guest who turned up is a different conversion from one who registered and did not, both in your reports and in what goes back to the ad platforms.
My event page is hosted on lu.ma. Does the match still work?
Yes. The click and the visit are tracked server-side on your own pages before the visitor reaches the event page, and the registration coming back from Luma is matched to that visitor's journey across the handover. If you embed the Luma registration on your own site instead, the match happens on the same page.
Can I optimise ads on attendees instead of registrations?
Yes, and this is where the integration pays for itself. Attendance goes back to the ad platforms as its own event, so campaigns can optimise on it directly. LinkedIn, Meta and Google stop buying the audiences that register cheapest and start buying the ones that turn up.
We run a whole calendar of events. Does a regular guest count every time?
They count as one person with one journey and several registrations. The channel that found them is credited for the first event, and you see what the second and third were worth without counting the same guest as three new ones.
Our events are free. Is there anything to attribute?
That is the case the integration is for. A free event has no revenue of its own, so the only way to know what it produced is to follow the guests into the CRM. LeadJourney does exactly that: the trial, the call and the deal land on the same person, and the event and the channel that filled the room get the credit.
Do I need a developer?
No. The tracking script is one line in your site or GTM container, connecting Luma and your CRM is done from the integrations screen, and mapping event stages to platform events is a settings 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 event attribution with LeadJourney GDPR compliant?
Yes. LeadJourney processes and stores data in the EU, signs a data processing agreement, and tracks first-party and server-side, so consent decisions are respected rather than worked around. What arrives from Luma is the guest and the attendance data, not the answers to your registration questions, which stay in Luma under your existing setup.
What does it cost?
The Luma integration is part of the platform rather than a paid add on. Plans are priced on tracked events instead of seats, so your whole team and your agency can share one workspace, and every plan starts with a 14 day free trial without a credit card.
More integrations
More event integrations
Connected the same way, attributed in the same dashboard. The rest of your stack reports right next to this one.
95%+ accuracy, from ad click to the room
See which events produce revenue with LeadJourney
Connect Luma and your CRM, and watch closed deals line up against the campaigns, posts and newsletters that filled the room.
