Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyLead attribution software
Lead attribution software that credits the deal, not the form fill.
Every ad click is recorded first-party, joined to the lead at the form or the call, and followed until the deal closes.
- Qualified leads and revenue from the CRM
- No attribution window
- Live in 21 minutes, no data team
Rated by teams that sell through leads, not carts
- 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
Lead attribution at
One quarter, leads to revenue per channel
Your workspace
Leads by channelLeads, qualified leads and closed revenue from the CRM, last 90 days
478Leads
157Qualified
€386.0kClosed revenue
ChannelLeadsQualifiedRevenue
LinkedIn Ads8641€142.6k
Google Ads13248€118.2kOrganic search7429€63.8k
Meta Ads14822€34.4kEmail3817€27.0k
Meta produced the most leads and the least revenue of the paid channels. Qualified and Revenue are read from the CRM, not estimated.
The definition
What is lead attribution software?
In short
Lead attribution software connects each lead, and the revenue it later becomes, to the ad, channel and campaign that produced it. Built for businesses that sell through forms, calls and booked meetings rather than checkouts, it records the click first-party, follows the lead through the CRM pipeline and credits qualified leads and closed deals, not form fills.
Capture the click and keep it
Store the click ID and the UTMs on the first visit, keep them for months, and join them to the person the moment a form, a call or a booking turns the visitor into a lead.
Read the pipeline from the CRM
The lead's stages, from qualified to opportunity to closed won with its amount, come from the CRM through the CRM integration. Revenue attribution means the CRM amount, not a platform estimate.
Credit the whole journey
First click, last click, linear, position-based and multi-touch on the same recorded journeys, so the channel that opened a long B2B cycle is not erased by the brand search that closed it. Multi-touch attribution explains the split.
Send the outcome back to the ads
Qualified leads and closed deals go back to Meta, Google, LinkedIn and Microsoft Ads as conversions, so the bidding learns from the leads that became customers instead of the forms that were cheapest to fill.
Why lead gen attribution breaks
Your campaign report ends at the form. Your revenue starts weeks later, in the CRM.
For a business that sells through leads, the conversion the ad platform counts and the conversion that pays are weeks apart, in different systems.
- The ad platform optimises on form fills, so it finds people who fill forms. Whether any of them qualified, booked or bought never reaches it.
- Cost per lead rewards the wrong channel. Two campaigns with the same cost per lead can close 30% and 3% of their leads, and the report cannot tell them apart.
- The attribution window expires before the deal closes. A seven-day click window and a sales cycle of three months do not overlap.
- E-commerce attribution tools expect a checkout. Built around orders and ROAS, they have no idea what a qualified lead, an opportunity or a closed-won stage is.
- The CRM's own attribution report starts at the CRM. It knows the deal but not the ad behind it, so the source field says "Direct" or "Website" on most records.
- Each platform claims the same lead, so Meta, Google and LinkedIn together report more pipeline than the CRM has.
So the budget follows the cheapest form fills. The channel that produced the most revenue is often the one that looked most expensive.
Watch it
One lead, every click
A tour of the view this page is about: the touchpoints behind a single lead on one timeline, first visit to deal.
5:11 minutesAll 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)
How the data moves
Every lead in, every pipeline stage credited back to the ad that produced it.
Leads from paid and unpaid channels land on your own domain with their click IDs, stitched into one journey per person. When the CRM moves a record to qualified or closed won, the amount is credited to that journey and sent back to the ad platforms.
Where the leads come from
- LinkedIn Ads
- Google Ads
- Meta Ads
Microsoft Ads- Search, email and referrals
LeadJourney
Credit calculated on CRM stages
The stages that get credited
- Leads
- Qualified leads
- Opportunities
- Closed revenue
Read from the pipeline in your CRM
and 100+ more by webhookQualified leads and closed revenue sent back through the 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 lead attribution has to do, from the click to the closed deal.
The click, kept until the lead closes
Every click ID and UTM set is stored server-side on the first visit and kept for months, so a lead that converts in week six and closes in month four still credits the ad.
Pipeline stages read from the CRM
Lead, qualified lead, opportunity and closed won with its amount, from HubSpot, Pipedrive, Close and Attio natively and from Salesforce and 100+ others by webhook. The first touch, campaign and click ID are written onto the record in return.
Form to closed won on one journey
The form, the call, the booked demo and every CRM stage sit on one timeline per person, next to the touches that led there. Not three conversions in three tools.
Revenue per channel, campaign, ad and keyword
Spend is pulled from every ad platform, so the report shows cost per lead, cost per qualified lead, pipeline and closed revenue per campaign, ad set, ad and keyword in one table, with the named deals behind every figure.
Lead quality per channel
Qualified rate and cost per qualified lead per channel and campaign, with the disqualification reasons sales recorded, so the cheap channel that never closes is priced honestly. See lead quality by channel.
Qualified leads and closed deals sent back to the ads
CRM stage changes go to Meta, Google, LinkedIn and Microsoft Ads through their conversion APIs as they happen, with the deal value attached, so the bidding optimises on buyers instead of form fills.
Why the CRM is the source of truth
Lead attribution ends where the revenue is recorded: in your CRM.
The ad platform knows the click, the form knows the lead. Only the CRM knows which leads qualified and which paid, and how much. So attribution has to be computed on CRM records, not on an event that fired in a browser weeks earlier. LeadJourney reads it from the pipeline your team already maintains.
The reports
What you see once every lead carries its source to the close.
Your workspace
Lead journeyOne lead, first click to closed won
JWJonas WeberAcme SupplyClosed won
- LinkedIn AdsClicked the sponsored post, "procurement software for distributors"Day 1
- Organic searchSearched the brand, read the pricing pageDay 12
- EmailOpened the case study in the nurture sequenceDay 30
CalendlyBooked a demo from the case study pageDay 31- HubSpotDeal moved to Closed won, €36,000Day 84
Attributed revenue€36,000
Every ad platform window had expired weeks before the deal closed. The click ID had not.
Lead journey
One lead, from the first click to the closed deal, with every stage between.
Open any lead and read the path: the LinkedIn ad that started it, the search that brought the buyer back, the booked demo, the qualification call and the closed amount.
- First click with channel, campaign, ad and keyword
- The form, the call or the booking that made the visitor a lead
- Every CRM stage and the closed amount on the same timeline
- Journeys kept for months, so long sales cycles still attribute
Your workspace
Revenue by channelSpend, qualified leads and closed revenue from the CRM, last 90 days
ChannelSpendQualifiedRevenue
LinkedIn Ads€21.4k41€142.6kGoogle Ads€18.8k48€118.2kOrganic search€029€63.8k
Meta Ads€12.6k22€34.4kEmail€0.6k17€27.0k
Closed revenue on €53.4k spend€386.0k
Meta had the lowest cost per lead of the paid channels (€85) and the highest cost per qualified lead (€573).
Revenue by channel
Spend, qualified leads and closed revenue per channel, in one table.
The channel report prices every source in the units that matter: what it cost, how many leads qualified, and how much revenue the CRM closed. Meta's cheap form fills and LinkedIn's expensive ones in one row.
- Paid, organic, email, referral and AI search on one scale
- Cost per lead next to cost per qualified lead
- Closed revenue from the CRM, credited under the chosen model
- Drill from the channel to the campaign, the ad and the named deals
Your workspace
Which channel produced the most qualified leads this quarter?
You
Qualified leads per channel, this quarter
- Google Ads
- 48 of 132 leads
- LinkedIn Ads
- 41 of 86 leads
- Organic search
- 29 of 74 leads
- Meta Ads
- 22 of 148 leads
From 157 qualified leads in HubSpot this quarter. Qualified is the SQL stage you mapped; email's 17 are below the top four.
- Which produced the most revenue?
- List the 22 Meta leads that qualified
Ask Atlas
Ask which channel produced the most qualified leads, and get the leads.
Atlas is the AI analyst on your journeys and your CRM. Ask in plain language, in Slack or in the app, and the answer comes with the leads listed behind it, so sales can check it.
- Answers from your own journeys 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, so the number can be checked
- Follow-up questions keep the context
Live in 21 minutes
Lead 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. From that moment every visit is recorded first-party with its channel, campaign and click ID, and stitched to the person the moment they become a lead.
- 2About 15 minutes
Connect the CRM and the ad accounts
Connect HubSpot, Pipedrive, Close or Attio with one click, Salesforce and 100+ others by webhook, and LinkedIn, Google, Meta and Microsoft Ads for spend and the conversion APIs. The outcomes now come from the pipeline.
- 3Same day
Map the stages
Choose which CRM stages count as qualified, opportunity and won, which of them go back to the ad platforms, and the model the reports default to. The channel report fills the same day, and every other model is one click away.
How it compares
An e-commerce attribution tool, the CRM's built-in report, and lead attribution software built for the pipeline.
| What you need |   E-commerce attribution tools | CRM built-in attribution reports | LeadJourney |
|---|---|---|---|
| The conversion being attributed | No: An order at the checkout | Partly: The deal, once a record exists | Yes: Lead, qualified lead, booked call and closed revenue |
| Follows the lead through pipeline stages | No: Stops at the purchase event | Partly: The stages, without the click behind them | Yes: Every stage, joined to the first click |
| Records the click first-party and keeps it | Partly: A pixel plus the shop's own order data | No: Reads UTMs off the form, if they survived | Yes: Server-side, click ID kept for months |
| Sales cycles of weeks or months | No: Built for same-week checkouts | Partly: Only touches after the record was created | Yes: No attribution window |
| Sends CRM outcomes back to the ad platforms | Partly: Purchases, for the store | Partly: Manual uploads or a paid tier | Yes: Qualified leads and closed deals through the conversion APIs |
| Spend, leads, qualified leads and revenue in one table | Partly: Spend and orders per channel | No: No ad spend in the CRM | Yes: Per channel, campaign, ad and keyword |
What changes
What changes once every lead carries its source to the close.
Budget decided on pipeline and revenue
The channel with the cheapest form fills is rarely the one behind the most customers. With qualified leads and closed revenue per campaign, the spend moves to the channels that produce them.
Cost per qualified lead
When the platforms optimise on qualified leads and closed deals instead of form fills, the price of a lead sales actually wants falls.
Deals that close in month four still credit the click
The click ID outlives every cookie and every platform window, so a long B2B cycle attributes the same as a same-day booking.
Pipeline visible per campaign, ad and keyword
Opportunities and their value show up under the ad that started them weeks before the deal closes, so the forecast reads the campaigns too.
Sales and marketing read the same source
The first touch, campaign and click ID are on the CRM record, so the pipeline meeting starts from one list of names instead of two reports.
One revenue number for the board
Ad spend against closed revenue per channel, from one system that matches the CRM. No reconciliation meeting before the board deck.
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
Lead attribution software, the questions buyers ask
What lead generation and B2B teams want settled before they choose an attribution tool.
What is the difference between lead attribution software and marketing attribution software?
Marketing attribution is the general category: distributing credit for a conversion across the touchpoints before it. Lead attribution software is the version built for businesses that sell through leads, where the conversion is a form, a call or a booked meeting and the revenue closes in a CRM weeks or months later. It has to follow the lead through pipeline stages and read revenue from the CRM, which a tool built around checkouts does not. The marketing attribution software page covers the general category.
What is revenue attribution, and where does the revenue figure come from?
Revenue attribution credits the closed-won amount of a deal, rather than the lead or the form fill, to the channels and campaigns behind it. In LeadJourney the figure is the amount on the deal in your CRM, read when the stage changes to won, and distributed across the recorded journey under the model you choose. Nothing is estimated from a platform's conversion value.
How does lead attribution work when the deal closes months after the click?
The click ID and the journey are kept for months, not for the life of a cookie, and there is no attribution window. When the CRM deal moves to closed won, the amount is credited across the journey that started with that click, however long ago it happened. The same applies to qualified leads and booked calls along the way.
Is this B2B attribution software, or does it work for B2C lead generation too?
Both. What matters is the shape of the sale, not the buyer: any business where the conversion is a lead and the revenue closes later in a CRM. That covers B2B service businesses and SaaS with a sales team, and equally coaches, consultants, financial and legal advisors, trade businesses and the agencies that run marketing for them. E-commerce runs beside it through the Shopify integration or a connected shop system.
Which CRMs and ad platforms does it connect to, and can it send outcomes back?
HubSpot, Pipedrive, Close and Attio connect natively with one-click OAuth. Salesforce and 100+ other CRMs connect through a webhook, Zapier, Make or n8n. On the ad side, Meta, Google Ads, LinkedIn and Microsoft Ads are connected for spend and for the conversion APIs, so qualified leads and closed deals go back to the platform that produced them as conversions, with the deal value attached.
How is this different from the attribution reports built into HubSpot or Salesforce?
A CRM's attribution report starts when the record is created and knows whatever the form passed along, which is usually 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 the spend from every ad platform and sends the CRM stages back to the ads. The CRM report is a good view of touches after the lead; this page is about the click that produced it and the spend behind it.
Is first-party lead attribution GDPR compliant?
Tracking is first-party and consent-aware, and it works with your consent management platform. The lead is a person who filled in your own form, joined to visits on your own site. LeadJourney is hosted in the EU, in Frankfurt, and a signed data processing agreement is part of every plan.
How does LeadJourney compare with Ruler Analytics, Hyros, Cometly or Triple Whale?
Ruler Analytics is the closest, also built for lead generation with call tracking and CRM revenue matching. Hyros is built for high-ticket funnels with premium tracking at a higher price. Cometly is full-funnel attribution for SaaS with the CRM on its higher tiers. Triple Whale is Shopify attribution and does not model a pipeline. LeadJourney reads the CRM on every plan, has no attribution window, is live in minutes and publishes its pricing by spend. The comparison pages above go through each one row by row.
See it on your own pipeline
See which ads your closed deals actually came from.
Book a demo and we trace last quarter's closed deals back to the clicks that started them, live in your own CRM.
Your workspace
Pipeline events sent backCRM stage changes reaching the ad platforms, last hour
Live- Qualified leadHubSpot stage change · Mira SchulzSent to Google AdsOffline conversion
- Booked demoCalendly · Lena Vogt (Fintory)Sent to Meta CAPIMatched
- Closed won, €36,000HubSpot · Acme SupplySent to LinkedIn CAPIMatched
- Disqualified · no budgetPipedrive stage changeNot sentExcluded
Every row is a CRM stage change, not a form fill. The platforms learn from the pipeline.
