Tax and accounting
54% better lead quality after using LeadJourney for marketing
Karsten Guhr
Managing Director
Read the storyFor media buyers
Attribution for media buyers: bid on closed revenue, not on form fills.
Every click is recorded first-party, joined to the deal your CRM closes, and sent back to the platform that earned it with the amount attached.
- CRM revenue per ad set and keyword
- Conversions API on all four platforms
- Live in 21 minutes
Rated by the buyers who spend on all four platforms
- 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
Buying on LeadJourney data at
Last 30 days, their numbers against the CRM's
Your workspace
Ad platform reportWhat each platform claimed, and what the CRM closed, last 30 days
€46.0kSpend
126Qualified leads
€302.0kClosed revenue
PlatformSpendTheir ROASCRM ROAS
Meta Ads€14.8k4.2x2.6x
Google Ads€18.2k2.1x7.8x
LinkedIn Ads€9.6k1.3x10.1x
Microsoft Ads€3.4k2.1x7.1xOn their own numbers Meta is first and LinkedIn last. On the CRM's, the order reverses. CRM ROAS is closed revenue divided by spend.
Why the dashboards disagree
Four ad accounts, four ROAS figures, and none of them is the money in the bank.
The platform reports are not lying. They are partial: each one sees the clicks it sold, inside the window it chose, valued at whatever your pixel was told. Put four of those side by side and you get a ranking that no CRM has ever agreed with.
- Every platform claims the same lead. Add up the four dashboards and you have more conversions than your CRM has records.
- The window decides the winner. A seven-day click and one-day view window flatters the platform that saw the last touch, not the one that started the journey.
- You optimise on the form fill, because that is the only event the pixel ever fires, so the algorithm goes and finds more people who fill forms.
- The value you report is the value you guessed. A form fill worth €50 in the pixel might be a €36,000 deal or a student doing research, and the bidding cannot tell.
- Consent, ad blockers and in-app browsers eat the pixel, and what comes back is modelled, which is a polite word for estimated.
- Low event match quality quietly drops your conversions, so the events you do send never reach the account that needs them.
- You cannot see revenue at the level you buy at. Decisions happen per ad set, per ad, per keyword. Revenue lives per customer, in another system.
So the budget follows the loosest attribution settings. The account that looks best is usually the one that counts most generously.
What LeadJourney does instead
One journey per person, credited once, and the closed amount sent back to the ad that earned it.
LeadJourney records every click on your own tracking domain and keeps the click ID for months. When the deal closes, the amount comes from your CRM and is credited to the campaign, ad set, ad and keyword behind it, once, not four times. The same outcome goes back to the ad platforms with the value attached.
Watch it
The ROAS you buy on
Why the platform number and the bank statement disagree, and what server-side tracking against CRM revenue shows instead.
45 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 account you buy on, and the CRM that prices the result.
Spend and conversions move both ways with the ad platforms; the outcome and the amount come from the CRM. 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 buying decision needs, from the click ID to the closed amount.
Every click ID captured and kept
gclid, fbclid, li_fat_id, msclkid, ttclid and the whole UTM set are stored server-side on the first visit and kept for months, so a deal that closes in month four still names the ad that started it. See UTM and click ID tracking.
First-party and server-side, so less of it goes missing
Tracking runs on your own subdomain rather than through a third-party script, so consent-aware, first-party measurement keeps working where the pixel is blocked. See server-side tracking.
All four conversions APIs, with the deal value
Qualified leads, booked calls and closed deals go back to Meta, Google, LinkedIn and Microsoft Ads as they happen, with the amount attached and the click ID matched, so value-based bidding has real values to work with.
Closed revenue per campaign, ad set, ad and keyword
Spend is pulled from every account, so one table prices the level you actually buy at: cost per qualified lead and closed revenue per ad set, ad, keyword and creative, with the named deals under every figure.
First click, last click and multi-touch on the same data
Switch the model and read the same journeys again, so the prospecting campaign that opened the account is not erased by the brand search that closed it. See multi-touch attribution.
Which ads bring buyers, not form fillers
Qualified rate, cost per qualified lead and the disqualification reasons sales recorded, per ad set and ad, so the cheap lead source that never closes stops winning the report. See lead quality by channel.
Why the ranking flips
The platform reporting the best ROAS is often the one counting most generously.
Every platform decides three things for itself: which touches it credits, how long after a click it still counts, and what a conversion was worth. Change any of the three and the ROAS changes without a euro moving. When the amount comes from the CRM instead, the four accounts can finally be compared.
The reports
What you see once revenue reaches the level you buy at.
Your workspace
Ad set reportGoogle Ads and Meta Ads by closed revenue, last 30 days
€33.0kSpend, these six
89Qualified
€181.0kClosed
Ad setSpendQualifiedClosed
Search · non-brand exact€8.4k22€78.2kSearch · brand€2.6k14€31.4kPerformance Max€7.2k22€33.0kRetargeting · 30 day€3.2k14€29.6kLookalike 2%€8.6k12€6.4kBroad · advantage+€3.0k5€2.4kRetargeting is the only Meta ad set above its spend. In the ads manager all three Meta rows report a positive return.
Ad set report
Spend, qualified leads and closed revenue per ad set, in one table.
The platform report ranks ad sets by the conversions it counted. This one ranks them by the revenue the CRM closed, which regularly turns one campaign into a keeper and another into a line item to cut. Drill into an ad, a keyword or a creative and the same three columns follow.
- Campaign, ad set, ad, keyword and creative on the same columns
- Cost per qualified lead next to closed revenue
- Open any figure to the named leads and deals behind it
- Spend pulled from the account, revenue read from the CRM
Your workspace
Event match qualityMeta conversions API, qualified lead event
8.710after LeadJourney5.2 with the pixel alone
- Email, hashed
- Phone, hashed
- Click ID (fbclid)
- External ID
- IP and user agent
- Postcode
The figures are an example. What the report gives you is the parameter list, so the gap is a task rather than a guess.
Event match quality
See why the platforms drop your conversions, and fix it.
A conversion the platform cannot match to a person is a conversion that never reaches your bidding. LeadJourney sends the parameters that raise the match rate, hashed and consent-aware, and shows the score with the parameters behind it, so a low number becomes a list of things to fix instead of a mystery.
- Which parameters are present on each event, and which are missing
- The score over time, per platform and per event
- Hashed identifiers only, sent server to server
- The same picture for Google, LinkedIn and Microsoft
Your workspace
Conversions sent backCRM outcomes reaching the ad accounts, last hour
Live- Closed won, €36,000HubSpot · Acme SupplyOffline conversionMatched
- Qualified leadRetargeting · Mira SchulzSent to Meta CAPI8.7 / 10
- Booked callSponsored content · FintorySent to LinkedIn CAPIMatched
- Disqualified · outside our regionBroad · advantage+ · Tom BeckerNot sentHeld back
Four rows, four decisions the algorithms make differently tomorrow. The fourth is the one that matters most.
Conversions going back
Watch the CRM outcomes reach the accounts, one row at a time.
Every qualified lead, booked call and closed deal that leaves for an ad platform is a row you can read, with the click it matched, the value attached and the platform's answer. Disqualified leads are deliberately not sent, which is the half most setups get wrong: the bidding learns from what you send it.
- One row per event, with the platform's response
- The deal value attached, so value-based bidding has a value
- Disqualified and lost deals held back on purpose
- A full log, so a missing conversion is a row and not a theory
What changes
The questions you can finally answer before you move budget
Every one of these is a report in LeadJourney, ready the moment you ask. No SQL, no export, no waiting for the CRM owner.
Which platform actually produced the revenue last month, not which one reported it?
Which ad sets should I cut this week, based on closed revenue rather than platform conversions?
What does a qualified lead cost me per ad set, and which creative brings the cheapest ones?
Which keywords produce deals that close, and which produce leads sales disqualifies?
Did the deals that closed this month come from prospecting or from brand search?
Is my event match quality good enough for the conversions to actually reach the account?
How much of the revenue in the CRM can I trace to an ad at all?
Live in 21 minutes
Revenue in your ad reports in three steps
No developer, no container migration, and your existing pixels stay exactly where they are.
- 1About 5 minutes
Install
Add one script to your site on your own tracking subdomain. Every click is recorded first-party with its platform, campaign, ad set, ad, keyword and click ID, and stitched to the person when they convert.
- 2About 15 minutes
Connect the ad accounts and the CRM
Connect Meta, Google, LinkedIn and Microsoft Ads for spend and for the conversion APIs, then the CRM your deals close in. From then on the spend and the outcomes meet in the same table.
- 3Same day
Map the events you want to bid on
Choose which CRM stages go back to which platform and what value they carry: qualified lead, booked call, closed won with the amount. Add the new event first, watch it arrive with its match quality, then switch the optimisation.
How it compares
Your ads managers, GA4, and one report that reads the CRM.
| What you need | Your ads managers |  GA4 | LeadJourney |
|---|---|---|---|
| Where the conversion value comes from | Partly: The value your pixel was told | Partly: Whatever the site pushed | Yes: The closed amount on the CRM record |
| Overlapping claims between platforms | No: Each one claims the same lead | Partly: One model, but session based | Yes: One journey per person, credited once |
| Attribution window | No: Fixed windows, set per platform | Partly: Session and lookback limits | Yes: No window, journeys kept for months |
| Consent, ad blockers and in-app browsers | Partly: Gaps modelled back in | Partly: Consent mode, then modelling | Yes: First-party and server-side on your domain |
| CRM outcomes sent back with a value | Partly: If you build and maintain the feed | No: Not what it is for | Yes: Qualified, booked and won, through the APIs |
| Revenue at ad set, ad and keyword level | Partly: For platform conversions only | Partly: Only if the UTMs survived | Yes: Campaign, ad set, ad, keyword and creative |
What changes
What changes once the CRM decides which ads worked.
Budget follows closed revenue
The account that reports the best return and the account that produced the customers are rarely the same one. With one number for both, the split changes on the first read.
Cost per qualified lead
When the platforms optimise on qualified leads and closed deals instead of form fills, the price of a lead sales wants to call falls.
Event match quality
Server-side events with hashed identifiers and the click ID attached match more often, so more of the conversions you send actually reach the account.
Ad set decisions stop being a coin flip
Revenue at the level you buy at means pausing an ad set is an argument from the CRM rather than from the platform's own homework.
One number the finance team recognises
Spend against closed revenue from the CRM, so the monthly report matches what the business actually banked. No reconciliation meeting.
Platform changes stop breaking the report
Windows, modelling and cookie policy are the platforms' business. Your own first-party record of the click is not, so the history stays comparable.
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
Attribution for media buyers, the questions we get
What buyers ask on the first call, in the order they ask them.
Why do the ad platforms report more conversions than my CRM has leads?
Because each platform credits itself for any conversion it can connect to a click it sold, inside its own window, and a buyer who saw a Meta ad and later clicked a Google ad is counted by both. LeadJourney keeps one journey per person and credits it once, under the model you choose, so the total matches the CRM. The platform reports are still useful for what they are good at: delivery, frequency and auction data.
How do closed deals get back to Meta and Google?
Through their conversion APIs, server to server. When the CRM stage changes, LeadJourney sends the event with the stored click ID and hashed identifiers, plus the deal amount as the conversion value: Meta's Conversions API, Google's offline conversion imports and enhanced conversions, and the LinkedIn and Microsoft equivalents. See offline conversion tracking.
Will this improve my event match quality?
That is the point of sending events server-side with the click ID and hashed identifiers attached rather than relying on a browser pixel alone. The report shows the score and the parameters behind it per platform and event, so you can see what is missing and fix it. The figures in the example above are illustrative, not a promise about your account.
Does it replace GA4 or my pixels?
No, and you should keep both. The pixels stay for retargeting audiences and platform features, GA4 stays for on-site behaviour. LeadJourney is the layer that owns the click ID, the identity and the CRM outcome, which is the part neither of them was built for.
Can I see revenue per keyword and per creative, not just per campaign?
Yes, down to whatever level the click carries: campaign, ad set or ad group, ad, keyword, search term where the platform exposes it, and creative. Every figure opens to the named leads and deals behind it, so a keyword decision can be checked before it is made.
What happens to my learning phase if we change the optimisation event?
Changing the optimisation event restarts learning in the ad platform, which is the platforms' behaviour and not something any tool can avoid. The usual approach is to send the new event first, watch it arrive with its match quality for a couple of weeks while the current setup keeps running, and switch the optimisation once the volume is there. We will walk through that on the call.
How long until we can see this on our own account?
Most accounts are live in about 21 minutes: one script, the ad accounts and CRM connected with OAuth, and the event mapping. New clicks are attributed from that moment, and the deals that close later attach themselves to the clicks already recorded. Historic spend comes in with the account connection.
See it on your own accounts
See what your ad sets actually earned last month.
Book a demo and we put your four ad accounts next to your CRM revenue, live, at ad set level. Or start the free trial and watch the first closed deal find its ad.
Your workspace
Which ad sets should I cut this week?
You
Below their spend on closed revenue, last 30 days
- Meta · broad, advantage+
- €3.0k spend · €2.4k closed
- Meta · lookalike 2%
- €8.6k spend · €6.4k closed
Google · Performance Max- €7.2k spend · €33.0k closed
- Meta · retargeting 30 day
- €3.2k spend · €29.6k closed
The first two are the ones to question. Performance Max and retargeting are both well above their spend; the ads manager reports all four as positive.
- What would moving that €11.6k to search have earned?
- Show me the 17 leads those two produced
