Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyMarketing attribution software
Marketing attribution software built on closed revenue, not last clicks.
Every touchpoint recorded first-party and stitched into one journey per person, scored under every model from first click to multi-touch.
- Every model on the same journeys
- Credit calculated on CRM revenue
- Live in 21 minutes, no data team
Rated by the teams that switched their attribution
- 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
Attribution on CRM revenue at
One quarter, credited across the journey
Your workspace
Attribution reportClosed revenue per channel, position-based model, last 90 days
ChannelSpendDealsRevenue
LinkedIn Ads€18.6k24€96.4k
Google Ads€14.2k19€71.8kOrganic search€017€48.2k
Email€0.8k15€31.6k
Meta Ads€9.4k9€22.0kClosed revenue, 38 deals€270.0k
Deals counts every closed deal the channel appears in. Revenue is the CRM amount, split across the journey.
The definition
What is marketing attribution software?
In short
Marketing attribution software records every touchpoint a person has with your marketing, from the first ad click to the booked call, and distributes the credit for each lead and closed deal across those touches under a chosen model. The better tools track first-party, read outcomes from the CRM rather than counting form fills, and compare models on the same data.
Capture every touchpoint
Paid, organic, email, referral and AI search visits recorded first-party on your own domain, so the journey is complete rather than the share a pixel or GA4 happened to keep.
Resolve one identity per person
Stitch sessions and devices into one journey once the visitor identifies, so a mobile click and a desktop form are one buyer, not two strangers. See cross-device journeys.
Credit outcomes from the CRM
Attribute qualified leads, booked calls and closed revenue as your CRM records them, not form fills and not the conversions each ad platform reports about itself.
Run every model on the same journey
First click, last click, linear, position-based and multi-touch, switchable on one dataset. Multi-touch attribution explains how the models split the credit.
Why the numbers disagree
Every tool you own names a different winning channel, because each one sees part of the journey.
Meta says Meta, Google says Google, GA4 says direct and sales says referral. Each one credits the single touch it could see, on an outcome that is rarely the one you get paid for.
- Each ad platform claims the whole conversion, so the ROAS figures from Meta, Google and LinkedIn add up to more revenue than the CRM has.
- Last click credits the closer and never the opener. Brand search and email collect the credit for journeys a LinkedIn ad or a blog post started.
- The conversion being credited is a form fill. The tool never learns which forms became qualified leads or customers, so it rewards the channels that produce the cheapest submissions.
- Half the journey lands in "direct". Cookies expire, UTMs get stripped and the return visit three weeks later arrives as a new visitor with no source.
- "How did you hear about us?" is the only multi-touch report, and it names whichever touch the buyer remembers, usually the last one. See self-reported attribution.
- The enterprise fix costs €50,000 to €60,000 a year and needs a warehouse, a modelling project and an analyst to keep it running, for a question every marketing team has to answer monthly.
So the budget drifts toward whatever took the last click. The channels that open journeys get cut first, and nobody can say why the pipeline thinned a quarter later.
Watch it
The whole thing in 100 seconds
One lead followed from the first ad click to attributed revenue: the tracking, the journey, the CRM sync, the reports.
1:40 minutesAll videos
0:00 / 1:40
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 touchpoint in, every outcome credited, the result sent back to the ads.
Touchpoints from every channel land on your own domain and are stitched into one journey per person. When the CRM records a qualified lead or a closed deal, the amount is distributed across that journey under the chosen model, and the same outcome goes back to the ad platforms.
Every channel, paid and unpaid
- Meta Ads
- Google Ads
- LinkedIn Ads
Microsoft Ads- Search, email and referrals
LeadJourney
Credit calculated on CRM outcomes
What gets credited
- Leads
- Qualified leads
- Booked calls
- Closed revenue
Read from the record in your CRM
and 100+ moreAttributed outcomes 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 a marketing attribution tool has to do, on one journey.
Every channel as a touchpoint
Paid social, paid search, organic search, AI search engines, email, referrals, affiliates and offline sources are recorded as touches on the same journey, each with campaign, content and keyword where the channel carries them.
First-party, server-side capture
Tracking runs on your own subdomain and touches are recorded on the server, so ad blockers, Safari and cookie banners do not delete the start of the journey. That is what the 95%+ accuracy rests on.
Identity stitching
Sessions, devices and domains are merged into one person the moment they identify through a form, a booking or a call, so the touches before the form are not lost and the journey is one record.
Five models on one dataset
First click, last click, linear, position-based and multi-touch, switchable per report. The journeys underneath never change, so comparing models is a click rather than a re-implementation.
Outcomes read from the CRM
Lead, qualified lead, booked call and closed-won with its amount, from HubSpot, Pipedrive, Close and Attio natively and from Salesforce and 100+ others by webhook. Revenue attribution means the CRM amount, not a platform estimate.
Outcomes sent back to the ad platforms
The CRM outcomes the report credits go back to Meta, Google, LinkedIn and Microsoft Ads through their conversion APIs, so the bidding learns from qualified leads and closed deals rather than from form fills.
Why the outcome matters more than the model
An attribution model is only as good as the conversion it distributes.
Most attribution tools spread the credit across a form fill, because a form fill is the last thing they can see. Spread a form fill across five touches and you have learned which channels produce forms. LeadJourney distributes the qualified lead, the booked call and the closed-won amount from the CRM.
The reports
What you see once every touchpoint is credited.
Your workspace
Deal journeyOne deal, first touch to closed won
LVLena VogtFintoryClosed won
- LinkedIn AdsClicked the sponsored post, "attribution for finance teams"Day 1
- Organic searchSearched the brand, read the pricing pageDay 9
- EmailClicked the webinar invite in the nurture sequenceDay 15
CalendlyBooked a demo from the webinar pageDay 16- HubSpotDeal moved to Closed won, €21,600Day 41
Attributed revenue€21,600
Last click pays the email for all of it. Position-based gives LinkedIn 40%, the email 40% and the search between them 20%.
Deal journey
Every touch behind a deal, in order, with the credit each one earned.
Open any deal and read the path: the LinkedIn ad that started it, the search that brought the buyer back, the email that got the booking and the stage that closed it.
- First touch with channel, campaign and content
- Every return visit across channels and devices
- CRM stages and the closed-won amount on the same timeline
- Journeys kept for months, so long sales cycles still attribute
Your workspace
Attribution by modelClosed revenue per channel, last 90 days
38Closed-won deals, €270.0k
5Models on the same journeys
1 clickTo switch
ChannelLast clickLinearPosition-based
LinkedIn Ads€36.2k€72.4k€96.4kGoogle Ads€84.6k€74.0k€71.8kOrganic search€42.8k€51.6k€48.2k
Email€78.4k€46.2k€31.6k
Meta Ads€28.0k€25.8k€22.0kSame 38 deals, same €270.0k. Last click pays email and Google search for journeys LinkedIn opened.
Model comparison
The same channels under last click and under multi-touch, side by side.
Every model runs on the same recorded journeys, so switching is one click and the comparison is honest. The table shows how much credit moves when you stop paying the last touch for everything, which is usually the case for a budget change.
- First click, last click, linear, position-based and multi-touch
- Revenue and deals per channel under each model
- The channels that open journeys but never take the last click
- An attribution window you set to your sales cycle
Your workspace
Which channel assisted the most closed deals this quarter?
You
Assists on 38 closed-won deals, this quarter
- LinkedIn Ads
- 20 of 24 deals
- Organic search
- 11 of 17 deals
- Google Ads
- 7 of 19 deals
- Meta Ads
- 6 of 9 deals
From 38 closed-won deals in HubSpot. An assist is any touch except the last.
- List the 20 LinkedIn deals
- Same question for last quarter
Ask Atlas
Ask which channel assisted the most closed deals, and get the deals.
Atlas is the AI analyst on your journeys. Ask the question a board deck needs in plain language, in Slack or in the app, and the answer comes with the deals listed behind it.
- Answers from your own journeys and CRM outcomes, nothing modelled
- In Slack, in the app, and through the MCP server in the AI assistant you already use
- Every answer lists the deals, so the number can be checked
- Follow-up questions keep the context
Live in 21 minutes
Attribution running in three steps
No warehouse, no modelling project, no analyst to hire.
- 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, content and click ID, and stitched to the person once they identify.
- 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 Meta, Google, LinkedIn and Microsoft Ads for spend and the conversion APIs. The outcomes now come from the pipeline, not from the form.
- 3Same day
Choose the outcomes and the model
Pick which CRM stages count, set the attribution window to your sales cycle and choose a default model. Every report fills the same day, and the other four models are one click away on the same journeys.
How it compares
Last-click analytics, an enterprise marketing attribution platform, and all-in-one attribution software.
| What you need |  Last-click in GA4 | Enterprise attribution suite | LeadJourney |
|---|---|---|---|
| Records the whole journey | Partly: Sessions, with consent, until the cookie expires | Yes: Once the warehouse and the pipelines are built | Yes: First-party and server-side, from the first visit |
| The conversion being credited | No: A form fill or a GA4 event | Yes: CRM stages, after a modelling project | Yes: Qualified leads, booked calls and closed revenue from the CRM |
| Attribution models | Partly: Last click and data-driven, on GA4's own data | Yes: Every model, configured by an analyst | Yes: First, last, linear, position-based and multi-touch, one click |
| One person across devices and sessions | Partly: Google signals or your own User-ID setup | Partly: With an identity resolution project | Yes: Stitched once the lead identifies |
| Sends the outcomes back to the ad platforms | Partly: GA4 conversions to Google Ads only | Partly: Depends on the suite and the tier | Yes: Conversion APIs for Meta, Google, LinkedIn and Microsoft |
| Cost and setup | Partly: Free, but the modelling is on you | No: Enterprise contract, months of implementation, a data team | Yes: 21 minutes, public pricing by spend |
What changes
What changes once the credit is calculated on revenue.
Budget follows revenue, not last clicks
The channel with the cheapest form fills is rarely the one behind the most customers. With credit calculated on closed deals, spend moves to the channels that produce them.
Credit for the channels that open journeys
LinkedIn, content and webinars finally show the revenue they start, instead of losing it to brand search and email at the last click.
Leads filed under "direct"
The first touch survives the cookie, the stripped UTM and the device change, so the CRM source field stops saying Direct.
One number that matches the CRM
Marketing's revenue per channel and finance's closed-won total are the same figure, because they come from the same records.
Model debates settled on the same data
Switch between first click, linear and position-based on identical journeys, so the argument is about strategy, not about whose spreadsheet is right.
No data team on the payroll for it
Live in 21 minutes, nothing to host or model, and Atlas answers the questions an analyst used to.
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
Marketing attribution software, the questions buyers ask
What lead generation teams and agencies want settled before they choose an attribution tool.
What does marketing attribution software do that Google Analytics does not?
GA4 measures sessions and credits a GA4 conversion event, mostly on a last-click basis, and it loses the journey to consent, cookie expiry and device changes. Attribution software records the journey first-party, reads the outcome from the CRM and lets you compare models on the same data. Measure revenue where GA4 measures sessions walks through the difference on real reports.
Which attribution models does LeadJourney support?
First click, last click, linear, position-based and multi-touch, all running on the same recorded journeys and switchable per report. The attribution window is yours to set, so a 90 day B2B cycle and a 7 day local services cycle are both measured on their own terms.
Do I need a data warehouse or a data team to run it?
No. Tracking, identity stitching, the CRM sync and the models all run inside LeadJourney, and most teams are live in about 21 minutes with guided onboarding. If you already have a warehouse, exports and the API can feed it, but nothing on this page depends on one.
How does revenue attribution work when the deal closes weeks after the click?
Journeys and click IDs are kept for months, so when the CRM deal moves to closed won, the amount is distributed across the recorded journey under the chosen model, however long it took. The same applies to qualified leads and booked calls. Nothing has to be uploaded or matched by hand.
Which CRMs and ad platforms does it connect to?
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 that carry the outcomes back.
Is this B2B attribution software, or does it work for other lead generation too?
It is built for lead generation in general, B2B and B2C: any business where the conversion is a form, a call or a booking and the revenue closes later in a CRM. That covers long B2B cycles, coaches and consultants, financial and legal advisors, trade businesses and the agencies that run marketing for them, with multi-client workspaces for the agencies. E-commerce runs beside it through the Shopify integration or a manually connected shop system, with ROAS and customer origin per channel.
Is first-party attribution tracking 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. The GDPR page lists the controls in detail.
How does LeadJourney compare to Ruler Analytics, HockeyStack, Cometly or Dreamdata?
Ruler is the closest, also built for lead generation, and the comparison covers it row by row. HockeyStack and Dreamdata are enterprise revenue intelligence for larger B2B teams with a data function, and Cometly is full-funnel attribution for SaaS with the CRM on its higher tiers. LeadJourney reads the CRM on every plan, is live in minutes and publishes its pricing by spend. The ranked guide puts all of them side by side.
See it on your own deals
See which channels your closed deals actually came through.
Book a demo and we run your last quarter's deals through every model live: what last click credits, what multi-touch credits, and where the gap is.
Your workspace
Attribution by channelPosition-based, closed revenue from the CRM, last quarter
ChannelSpendDealsRevenue
LinkedIn Ads€24.6k14€128.4kGoogle Ads€29.4k12€96.1kOrganic search€07€41.2k
Email€05€24.3k
Credited revenue, 38 deals€290.0k
Last click gave Google Ads 61% of this. Position-based gives it 33%.
