Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyFor marketing leaders
Walk into the budget review with revenue, not cost per lead.
You report record MQLs, and the room still asks what marketing returned. LeadJourney matches every campaign to closed revenue in your CRM.
- Live in 21 minutes
- One number for the board
- GDPR, hosted in the EU
Rated by the marketing leaders who present the number
- 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
Defending the budget with LeadJourney at
The slide, last quarter
Your workspace
Marketing contributionSpend, pipeline and closed revenue per channel, last quarter
214MQLs
€418.0kPipeline
€96.5kClosed revenue
ChannelSpendPipelineClosed
Google Ads, non-brand€8,400€152.0k€38.0k
LinkedIn Ads€6,200€148.0k€34.5k
Meta Ads€5,500€62.0k€12.0kOrganic and content€0€56.0k€12.0k
€96,500 closed on €20,100 of media is 4.8x. Meta has the cheapest lead in the table and the worst return in it.
Why the budget review goes badly
You present the best quarter marketing has had. The room still asks what it returned.
Every metric you own stops at the form. Every metric the CFO cares about starts at the deal. Nobody owns the join, so the meeting is decided by whoever sounds more certain.
- You report activity, they ask about return. MQLs, cost per lead and impressions are the vocabulary of a channel report; pipeline, CAC and payback are the vocabulary of the room you present in.
- The CRM says Direct for half the pipeline, so the source that would settle the argument is missing on exactly the records that matter most.
- Sales answers before you do. "Our leads close, marketing's don't" is unfalsifiable when the lead source field is empty, and it is the sentence that decides next quarter's split.
- The platforms each claim the same deal. Meta, Google and GA4 report three different conversion counts, none of them matches the CRM, and every one of them is in your deck.
- The deals that close this quarter came from last quarter's spend. By the time the revenue lands, the campaign is off and the credit has drifted to brand search.
- The cheapest lead wins the budget. Cost per lead is the one number everybody agrees on, so the mix drifts towards the channel that produces the most forms and the least revenue.
So the budget is defended with effort instead of return. The channel with the best cost per lead is usually not the channel behind the pipeline.
What LeadJourney does instead
Every campaign priced by the pipeline and the closed revenue behind it.
LeadJourney records every click on your own tracking domain, keeps the click ID for months, and writes the source, campaign and ad onto the contact the moment it becomes a lead. Then it reads the stages back out of your CRM, so one table shows spend next to qualified leads, pipeline created and revenue closed, per channel, per campaign and per ad. That is the slide, and it comes out of the system rather than a spreadsheet the week before the review.
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 channel you buy, and the CRM the revenue is recorded in.
Ad spend comes from the platforms, the outcome comes from your CRM, and LeadJourney is the join. Open any tile for exactly what moves in each direction.
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 budget review needs, from the click to the closed deal.
Marketing-sourced revenue per channel
Spend pulled from every ad account, pipeline and closed revenue read from the CRM, on one table with the named deals under every figure. The slide is a saved report, not a rebuild each quarter. See the traffic channel report.
The source written onto every record
First and last touch, campaign, ad and click ID land on the contact and the deal in HubSpot, Pipedrive, Close and Attio natively, Salesforce and 100+ others by webhook. "Direct" stops being half your pipeline, and sales sees the same field you do.
Cost per qualified lead, not cost per lead
Which channels produce the leads sales accepts and which produce the ones disqualified in week one, with the reason your team recorded. The channel that wins on cost per lead and loses on acceptance rate is priced honestly. See lead quality by channel.
Five attribution models, switchable per report
First click, last click, linear, time decay and position-based on the same recorded journeys, so a claim survives the question "and under a different model?". No modelling project and no analyst in the loop. See multi-touch attribution.
Credit that survives a long cycle
No attribution window. A deal that closes nine weeks or nine months after the click is still credited to the campaign that started it, which is the difference between a quarter that looks flat and one that looks like it worked. See long sales cycle attribution.
The board report, sent on schedule
Atlas writes the monthly and quarterly summary from your own journeys and CRM revenue and sends it to email, Slack or WhatsApp before the meeting, with what moved and what did not called out. See automated reports.
The number that changes the argument
Cost per lead is the only metric a bad channel can win.
It rewards volume, it is measured before qualification, and it is the number every channel report leads with. Marketing-sourced revenue per channel is the same report with the CRM joined to it, and it usually reorders the mix on the first read. In the quarter drawn on this page it moves budget from the cheapest leads to the most expensive ones.
The reports
What the budget review looks like once every campaign carries its revenue.
Your workspace
Marketing contributionSpend, qualified leads and closed revenue, last quarter
ChannelSpendMQLsClosed
Google Ads, non-brand€8,40084€38.0kLinkedIn Ads€6,20041€34.5kMeta Ads€5,50062€12.0kOrganic and content€027€12.0k
Closed revenue on €20,100 of media€96,500
Cost per MQL: Meta €89, Google €100, LinkedIn €151. Return: LinkedIn 5.6x, Google 4.5x, Meta 2.2x. Cost per lead ranks them backwards.
Channel report
Spend, qualified leads and closed revenue per channel, on one scale.
The table the review actually needs: what each channel cost, how many leads sales accepted, and how much revenue closed behind them. Paid and organic in the same units, so the argument is about the mix rather than about whose number is right.
- Spend pulled from Meta, Google, LinkedIn and Microsoft Ads
- Pipeline and closed revenue read from your CRM, not modelled
- Cost per MQL next to return, so the two never get confused
- Drill from the channel to the campaign, the ad and the named deals
Your workspace
Deal journeyOne deal, first click to closed won
LVLena VogtFintoryClosed won
- LinkedIn AdsClicked the finance operations campaignDay 1
- Pricing webinarAttended live, stayed to the pricing sectionDay 12
- Google Ads, brandSearched the company name and came backDay 31
CalendlyBooked the demo from the follow-up emailDay 34- HubSpotDeal moved to Closed won, €18,000Day 63
Attributed revenue€18,000
Last click would credit brand search for this deal. First click credits LinkedIn, position-based splits it. All three are one dropdown apart.
Deal journey
Every closed deal opens to the campaign that started it.
The answer to "how do you know?". Open any deal in the quarter and read the path: the ad that reached them, the pages they came back to, the webinar, the demo, and the amount that closed nine weeks later. The evidence is per deal, so a claim about a channel is a list of names.
- First touch with campaign, ad and keyword, kept for months
- Every visit and asset on one timeline per person
- The CRM stage changes and the closed amount on the same line
- Exportable, so finance can check the quarter themselves
Your workspace
What did marketing return last quarter, by channel?
You
Closed revenue against media spend, last quarter
- LinkedIn Ads
- €34.5k on €6.2k · 5.6x
- Google Ads, non-brand
- €38.0k on €8.4k · 4.5x
- Meta Ads
- €12.0k on €5.5k · 2.2x
- Organic and content
- €12.0k on €0 media
€96,500 closed against €20,100 of media, from 214 qualified leads in HubSpot. Position-based attribution.
- Which campaigns closed the LinkedIn revenue?
- What would the same quarter look like on last click?
Ask Atlas
Ask the CFO's question, and get the deals behind the answer.
Atlas is the AI analyst on your journeys and your CRM. Ask what marketing returned in plain language and the answer arrives with the deals listed under it, so the number can be checked in the meeting rather than defended after it.
- Answers from your own tracked journeys and CRM revenue, nothing modelled
- In Slack, in the app, and through the MCP server in the assistant you already use
- Every figure opens to the named deals behind it
- 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.
What did marketing return last quarter, in revenue the CFO can find in the accounts?
Which channel should get the next twenty thousand, based on closed revenue rather than cost per lead?
How much of this quarter's pipeline did marketing source, and how much did it influence?
Which campaigns produce the leads sales accepts, and which fill the list with the wrong companies?
When sales says our leads do not close, what does the source field on their closed deals actually say?
How long does a lead take to become revenue, and how much of last quarter's spend has not landed yet?
Does the answer change if we credit the first touch instead of the last one?
What is the payback period on each channel at the current cost per qualified lead?
Live in 21 minutes
The revenue number, 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 included. Every visit is recorded first-party with its campaign, ad and click ID, and joined to the person the moment they convert.
- 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. Nothing to configure in the CRM itself.
- 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 contribution report fills the same day and backfills as deals close.
How it compares
The platform dashboards, the spreadsheet you rebuild each quarter, and attribution that reads the CRM.
| What the review needs |  GA4 and the ad dashboards | A quarterly spreadsheet | LeadJourney |
|---|---|---|---|
| What it reports | Partly: Sessions, conversions and cost per lead | Partly: Whatever was pasted in, once a quarter | Yes: Spend, qualified leads, pipeline and closed revenue |
| Agrees with the CRM | No: Three platforms, three different counts | Partly: Only after a week of reconciling | Yes: The revenue is read out of the CRM |
| The source on every record | No: Nothing is written back | No: Nothing is written back | Yes: First and last touch on the contact and the deal |
| Deals that close two quarters later | No: The attribution window expires first | Partly: If somebody remembers the campaign | Yes: No window, the click ID is kept for months |
| A second opinion on the model | Partly: Data-driven, on the sessions it kept | No: One model, whichever was typed in | Yes: Five models on the same recorded journeys |
| Ready before the review | Partly: A screenshot per platform | No: Two days of somebody's week | Yes: A saved report, sent on schedule |
What changes
What changes once every campaign carries its revenue.
One number for the room
Marketing-sourced revenue against media spend, from a system that agrees with the CRM. The review starts from the return instead of arriving at it.
The mix is decided on revenue
The channel with the cheapest leads is rarely the one behind the pipeline. Once both numbers are on one table, the budget moves to the one sales agrees with.
Cost per qualified lead
When the ad platforms optimise on the leads sales accepted rather than on form fills, the price of a lead worth calling falls.
The sales argument ends
The source is on the record before the first call, so "our leads close, marketing's don't" becomes a filter rather than an opinion.
Attributed pipeline
Half the CRM saying Direct is half your contribution missing. Recovering it usually moves the reported number more than any campaign change that quarter.
The quarter-end rebuild stops
The slide is a saved report that sends itself. The two days somebody spent reconciling platforms go back into the team.
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 for leadership, the questions we get
What marketing leaders want settled before they change how the budget is reported.
How is this different from the attribution report already in HubSpot or Salesforce?
A CRM report starts when the record is created. It knows what the form passed along and nothing about the visits before it, it has no ad spend in it, so it cannot price a channel, and the UTMs it does have are the ones that survived the journey, which on most sites is about half. LeadJourney records the click server-side before the lead exists, keeps the click ID for months, pulls spend from every ad account and writes the source back onto the record your CRM report reads. The stages and the revenue still come from your CRM, which is the point: the number you present is the number finance can find.
Sales says their leads close and ours do not. Does this settle that?
It makes it checkable, which is usually enough. Every closed deal carries its first and last touch on the record, so the closed-won list can be filtered by source in front of both teams. In most accounts the first read is uncomfortable for both sides: marketing sourced more of the pipeline than sales thought, and one channel marketing defended is producing almost none of it.
Our sales cycle runs two or three quarters. Is the report useful before deals close?
Yes, because the stages in between are credited as they happen. Qualified lead, opportunity and pipeline created are attributed the day they change, so a channel is measurable months before its revenue lands, and the closed number backfills onto the same report as deals close. There is no attribution window, so a deal that closes in month nine is still credited to the campaign that started it. See long sales cycle attribution.
What happens to the numbers we have already reported?
They stay what they were. LeadJourney starts recording from the day it is installed, so the first full quarter is the first comparable one, and we would rather say that than promise a backfill nobody can verify. Historic CRM revenue is still in the reports, it simply carries whatever source your CRM already had for it.
Will the number match what Meta and Google report?
No, and it should not. The platforms count conversions they can claim, each on its own window, which is why the three of them never agree with each other either. LeadJourney counts leads and deals in your CRM once, and credits them under the model you choose. The useful comparison is not platform against LeadJourney, it is the platform's conversion count next to the deals that actually closed, which is a column in the campaign report. See the ad campaign report.
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, 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. No BI project, and nothing changes for how sales works the CRM.
Is this GDPR compliant, and will procurement pass it?
See it on your own quarter
See what last quarter actually returned.
Book a demo and we trace your closed deals back to the campaigns that started them, live in your own CRM. Or start the free trial and have the contribution report ready before the next review.
Your workspace
The budget review, twiceThe slide you defend today, and the same quarter with the CRM joined
MQLs handed to sales214at a €38 cost per lead
Closed revenue credited€96.5kon the same €20,100
CRM records with a real source100%
ChannelMQLsClosed
Google Ads, non-brand84€38.0kMeta Ads62€12.0kLinkedIn Ads41€34.5kOrganic and content27€12.0k
Same quarter, same spend. The left column is the slide you defend today; the right one is what it returned. 61% of these records used to say Direct.
