Marketing Attribution Software for Lead Generation
Connect every ad click to the leads and closed-won revenue in your CRM, so you can scale demand gen with confidence.
Trusted by leaders of 7-9 figure e-commerce & lead-gen brands
Used daily by leading e-commerce & lead-gen teams
SNOCKS
Custom Attribution for Profitable Customer Acquisition
“Our SNOCKS attribution model provides all stakeholders with significantly more clarity, transparency and trust in our decisions, allowing us to scale without becoming inefficient. For e-com brands up to 3 million revenue, overkill. For e-com brands with over 10 million revenue, a must!”
Johannes Kliesch, Co-Founder
PURELEI
From Data Chaos to Efficient Growth with Tailored Solution
“If you go to a different solution, they might not be able to actually design everything according to exactly how you need it. And this is what the adtribute team did for us. The solution works exactly for our business case.”
Alexander Pelz
Co-Founder, Rosental
“adtribute has been a huge factor in our growth over the past 12 months. Their ability to build and constantly optimize our custom attribution models has helped us scale up our new customer acquisition while maintaining profitability.”
Stoertebekker
Reliable Cross-Channel Attribution Enabled 3x Growth
“Our new customer acquisition has improved significantly. We can now optimize for KPIs like new customer ROAS and CAC, which has made our marketing spend much more efficient. adtribute has become an integral part of our daily decision-making.”
Health Routine
From Tool Hopping to Reliable Data & Adoption
“We tested pretty much every attribution tool on the market, starting from Triple Whale to Hyros to Tracify. We ended up with adtribute for two years now and we have a lot of opportunities to customize the tool as we need it and we also found the best tracking quality in adtribute.”
PERGOLUX
Customized Lead Reporting Cuts CPL by 41%
“The main difference with adtribute for us was that we really have full flexibility in basically building whatever we need combined with the great customer service that you guys offer. We have much more steering capabilities, especially in the lead generation steering. We were largely blind before and have a lot more control now.”
Iron Brothers
Doubling Revenue after solving Tracking Issues
“Very good tracking, but more importantly excellent support. Whenever I have something specific that I need implementing, the team responds quickly, and with great detail. You can customize everything with the support together and build an ad tracking tool tailor-made for your brand.”
305 Care
Reliable Attribution Lowers CAC by Over 25%
“We also tested other third party attribution and tracking tools which didn't really work. After working with adtribute that really solved lots of those problems for us.”
“adtribute allows us to easily bring together all data in one place. This is particularly relevant for us, as we operate both online and offline, and adtribute allows us to target online advertising more effectively for offline sales! The customer support is very good!”
Momento Akustik
467% Order Growth in 2 Years with Custom Analytics on Demand
“I constantly ask for new reports and other reports and can you do this and that and this is a huge help. All KPIs changed obviously and they were all getting better. And this is the main reason I won't change for another solution.”
miavola
Custom Dashboards That Enable Every Department
“Even if we grow 10x, I think we will not change the software because I don't see any other software doing a better job. The pricing is similar to other comparable tools, but the service feels like it's very boutique. It feels like a tailor-made solution with very quick and detailed answers.”
“Great service and support in terms of speed and quality. The software itself is very flexible and can be customized precisely to our needs, even with a more complex sales funnel across multiple business segments.”
What You Get
Every data layer you need to turn marketing attribution
into your competitive advantage in lead generation
adtribute tracks and collects your marketing and CRM data, defines metrics and models around your funnel, shows you what actually drives qualified pipeline, and sends closed-won data back to ad platforms, AI and other systems.
Integrations & Tracking Layer
Collect
Every click, form fill, and ad cost captured accurately in one place.
Analysis & Dashboard Layer
Analyze
See what actually drives qualified leads, pipeline, and revenue.
Activation & Automation Layer
Act
Push closed-won data back to your ads and CRM.
Our data team helps at every step: collecting clean data, defining your models and metrics, understanding and automating the data.
The lead-gen attribution gap
From ad click to closed-won revenue,
attributed end to end
In lead generation the revenue does not happen on your site. It happens weeks later, in your CRM, when a lead becomes a qualified opportunity and then a closed-won deal. adtribute connects the whole path, then feeds it back to your ad platforms.
- Step 1
Click captured
First-party, server-side tracking ties every paid, organic, and referral click to a visitor, with no ad-blocker or ITP loss.
- Step 2
Lead identified
When the visitor submits a form or books a demo, the whole prior journey is stitched to one identified lead and synced to your CRM.
- Step 3
CRM revenue matched
As the lead moves MQL to SQL to closed-won in HubSpot or Salesforce, the deal value flows back to the campaign that sourced it.
- Step 4
Conversions returned
Closed-won and qualified-lead signals are sent back to Google, Meta, and LinkedIn, so bidding optimizes for revenue, not raw form fills.
Collect
Tracking & attribution without data loss.
Connect every lead source.
Ad platforms overclaim and web analytics stops at the form fill. adtribute captures every lead journey complete and identified, on first-party data, all the way to the CRM.
Tracking that does not lose events
Ad blockers, ITP, and ETP eat events from GA4, Meta, LinkedIn, and most other attribution tools. adtribute captures every event with true first-party and server-side tracking from your own domain.
Event capture · other tools vs adtribute
User identification across devices & browsers
Cross-browser and cross-device journeys stitched to one lead, so attribution does not break before the deal closes.
One customer journey
- Day 1 · LinkedIn ad click Laptop · Chrome
- Day 3 · Whitepaper download Laptop · Chrome
- Day 12 · Google search iPhone · Safari
- Day 14 · Demo request form Laptop · Chrome
- Day 21 · Sales call · MQL → SQL Phone
- Day 48 · Closed-won €12,000 CRM · HubSpot
6 touchpoints · 1 identified lead
All your data sources connected
Connect every revenue, lead, and cost data stream with 45+ native integrations, plus custom integrations for everything else.
Connected sources
Define
Customize attribution models, metrics, and dimensions
to fit your lead-gen funnel
Attribution models, metrics, and dimensions defined around your business logic and maintained with our data team, so every dashboard, report, and AI answer is accurate and speaks your language.
Customize attribution models
Attribution is a configuration, not a preset: window, weighting, and filters are set to how your business works, built and recalibrated with our data team.
Model configuration
Distribution rules
Define any channel weighting
Position + PPS
Filters
Set up any rules
Best-practice and custom models
Start from proven standard models and graduate to custom models. Our data team consults you on choosing the right one, configures it for you, and builds new ones with you, so you get full transparency into how attribution credit is assigned.
Attribution models
| Model | Weight | Window | Date | Filter | Fallback |
|---|---|---|---|---|---|
| Custom Model 1 | W-Shaped | 90 days | Both | MQL+ only | First Touch |
| Custom Model 2 | Position | Dynamic | Both | Excl. brand | Linear |
| First Touch | 100% first | Unlimited | Both | None | Last Touch |
| Last Non-Direct | 100% last | Unlimited | Click | Excl. direct | Last Touch |
| Last Touch | 100% last | Unlimited | Both | None | None |
| Linear | Equal | Unlimited | Conversion | None | Last Touch |
| Time Decay 90d | Decay | 90 days | Both | None | W-Shaped 90d |
| W-Shaped 90d | 30/30/30/10 | 90 days | Click | None | Last Touch |
A semantic layer with custom metrics, dimensions, and their meaning
Define whatever metric or dimension your business needs. Dimensions work as filters and breakdowns, and every attribute carries a semantic description. Customize everything yourself, or simply ask our data team to define it for you.
Attributes
| Name | Definition | Configuration | Aggregation | Data type |
|---|---|---|---|---|
| Lead Source | Event | Source | Dimension | String |
| Lead Stage | Event | Source | Dimension | String |
| Form Name | Event | Source | Dimension | String |
| MQL Date | Event | Source | Dimension | Date |
| SQL Date | Event | Source | Dimension | Date |
| Deal Stage | Event | Source | Dimension | String |
| CRM Owner | Event | Source | Dimension | String |
| Lead Score | Event | Source | Metric | Numeric |
| Pipeline Value | Event | Source | Metric | Numeric |
| Closed-Won Revenue | Event | Formula | Metric | Numeric |
| Win Rate | Event | Formula | Metric | Numeric |
| Cost per Lead | Event | Formula | Metric | Numeric |
| Cost per SQL | Event | Formula | Metric | Numeric |
| Sales Cycle Days | Event | Formula | Metric | Numeric |
| Lead-to-Revenue 90d | Event | Formula | Metric | Numeric |
| Channel Name | Channel | Source | Dimension | String |
| Channel Campaign | Channel | Source | Dimension | String |
| Channel Spend | Channel | Source | Metric | Numeric |
| Channel Impressions | Channel | Source | Metric | Numeric |
| Channel Clicks | Channel | Source | Metric | Numeric |
Simple formulas for simple metrics
Build custom metrics with simple arithmetic, with description and formula stored together as one definition. No SQL, no engineering tickets, and our data team sets them up for you on request.
Pipeline ROI
How much closed-won revenue every euro of ad spend returns: the pipeline efficiency you actually scale on.
Advanced formulas for dimensions & complex metrics
Functions, identity lookups, and time windows for custom dimensions and complex metrics. Typically built for you by our data team.
Lead-to-Revenue 90d
The closed-won revenue a lead generates within 90 days of the first touch, tied back to the campaign that sourced it: your demand-gen payback view.
1CASE
2 WHEN date_diff(
3 Closed Won Date,
4 adtribute_first_value_by_attribute(
5 Identity, Lead Created Datetime), day)
6 <= 90 THEN Closed-Won Revenue (Conversion)
7 ELSE 0
8END
Analyze
Attribution & pipeline dashboards
tailor-made for your lead-gen case
Start with templates and over time, our dedicated data team builds every dashboard around your setup and the numbers you run on, from cost per lead and CPL to pipeline value, win rate, sales-cycle length, and closed-won ROI.
Net Revenue
842,193.65 €
+6.2% from previous 30 days
Channel Spend
301,417.29 €
+3.8% from previous 30 days
ROAS (Net)
2.79
+2.3% from previous 30 days
CM1
638,510.22 €
+4.9% from previous 30 days
CM2
576,081.44 €
+4.2% from previous 30 days
CM3
221,489.53 €
+8.4% from previous 30 days
NC-Net Revenue
357.9K € +4.1%
NC-Orders (Gross)
5.4K +6.8%
CAC (Gross)
55.82 € -2.4%
Product Costs
198.4K € +3.2%
Fulfillment Costs
38.2K € +1.9%
CVR
3.4% +2.1%
Orders (Gross)
11.2K +5.2%
AOV (Net)
75.10 € +1.4%
CPO (Gross)
26.91 € -3.1%
Sold Qty (Gross)
27.9K +4.6%
% CM3 Margin
26.3% +1.8%
MER
3.42 -1.1%
Every report stays customizable. When a new question comes up, our data team adapts the dashboards instead of forcing your business into a template.
Act
Ask your data any
marketing attribution question
Connect Claude and other AI assistants to your attribution data with the adtribute MCP server. Ask in plain language and get answers grounded in your own numbers, powered by the same semantic layer as your dashboards.
Act
Send closed-won conversions back
to your ad platforms & CRM
Your CRM knows which leads actually close. Your ad platforms only see form fills. adtribute closes the loop with offline conversion imports and server-side postbacks, sending closed-won and qualified-lead signals back to Google, Meta, and LinkedIn, so bidding algorithms optimize for revenue instead of raw leads.
- Meta CAPI Events
- Google Conversions API
-
Taboola S2S Postback -
Outbrain S2S Postback -
Klaviyo Cart Abandonment -
Sheets Daily Export -
BigQuery Event Stream
Built for lead gen
Measure what a lead is actually worth
Lead-gen teams do not scale on form-fill counts. They scale on qualified pipeline and closed-won revenue. adtribute is built to measure and optimize for exactly that.
Attribute closed-won, not clicks
Credit every channel by the pipeline and revenue it generates in your CRM, so budget follows deals instead of vanity form fills.
One journey, from first touch to deal
First-party tracking stitches the full path across devices and long sales cycles, so no touch is lost between the ad and the signature.
Feed revenue back to your ads
Offline conversions push closed-won signals to Google, Meta, and LinkedIn, so their algorithms optimize for revenue, not raw leads.
Loved by E-Commerce Leaders
See what our customers have to say about working with adtribute.
“Our SNOCKS attribution model provides all stakeholders with significantly more clarity, transparency and trust in our decisions, allowing us to scale without becoming inefficient. For e-com brands up to 3 million revenue, overkill. For e-com brands with over 10 million revenue, a must!”
Etienne Espenner
CEO & Co-Founder, PURELEI
“If you go to a different solution, they might not be able to actually design everything according to exactly how you need it. And this is what the adtribute team did for us. The solution works exactly for our business case.”
Alexander Pelz
Co-Founder, Rosental
“adtribute has been a huge factor in our growth over the past 12 months. Their ability to build and constantly optimize our custom attribution models has helped us scale up our new customer acquisition while maintaining profitability.”
Felix Focken
Director of Revenue, PERGOLUX
“The main difference with adtribute for us was that we really have full flexibility in basically building whatever we need combined with the great customer service that you guys offer. We have much more steering capabilities, especially in the lead generation steering. We were largely blind before and have a lot more control now.”
“We tested pretty much every attribution tool on the market, starting from Triple Whale to Hyros to Tracify. We ended up with adtribute for two years now and we have a lot of opportunities to customize the tool as we need it and we also found the best tracking quality in adtribute.”
Nico Heilborn
CMO, Momento Akustik
“I constantly ask for new reports and other reports and can you do this and that and this is a huge help. All KPIs changed obviously and they were all getting better. And this is the main reason I won't change for another solution.”
“Even if we grow 10x, I think we will not change the software because I don't see any other software doing a better job. The pricing is similar to other comparable tools, but the service feels like it's very boutique. It feels like a tailor-made solution with very quick and detailed answers.”
Darius Greulich
CEO, Stoertebekker
“adtribute has become an integral part of our daily decision-making. Our new customer acquisition has improved significantly, and we can now optimize for KPIs like new customer ROAS and CAC.”
“Very good tracking, but more importantly excellent support. Whenever I have something specific that I need implementing, the team responds quickly, and with great detail. You can customize everything with the support together and build an ad tracking tool tailor-made for your brand.”
Unlock Better Data Today
Join 100+ leading e-commerce brands and lead-gen companies using adtribute to track, attribute, and optimize their marketing for profitable growth.
FAQ
Questions around lead-gen marketing attribution
Common questions from demand-gen and B2B teams evaluating attribution software.
What is marketing attribution software for lead generation?
Marketing attribution software for lead generation connects every marketing touch, from paid ads and organic to email and referral, to the leads, opportunities, and closed-won revenue in your CRM. Instead of trusting each ad platform’s self-reported form fills, you get one accurate view of which channels, campaigns, and creatives actually generate qualified pipeline. adtribute delivers this as a marketing attribution platform built for lead generation, with first-party tracking, attribution models calibrated to your funnel, and a dedicated data team.
How does lead-gen attribution software connect ad clicks to my CRM?
As a lead-generation attribution tool, adtribute captures the full click-to-lead journey with first-party tracking, then matches each lead to the deal it becomes in your CRM. It connects to HubSpot, Salesforce, Pipedrive, and other systems so MQL, SQL, and closed-won stages flow back to the campaign that sourced them. See all integrations.
How does ad attribution software measure cost per lead, CPL, and pipeline ROI?
Because adtribute’s lead-gen attribution software calibrates its models to your funnel and unifies them with CRM data, you can measure cost per lead, cost per MQL and SQL, pipeline value, and closed-won ROI on numbers you can trust rather than platform-reported form fills. You can also split results by lead quality, so you optimize for revenue instead of raw volume.
How does a lead-gen attribution platform handle long B2B sales cycles?
B2B revenue often lands weeks or months after the first click. adtribute uses long, configurable attribution windows, unlimited if you need it, and stable first-party identities, so a closed-won deal is still tied to the campaign that started the journey, even 90 days later. Multi-touch models like W-shaped and full-path credit every step from first touch to closed-won.
How do I know if my site is losing lead attribution data right now?
Run our free tracking checker. Tracking is the foundation of attribution: every form view or click lost in tracking is missing from your attribution later, and your CPL and pipeline numbers drift without you noticing. The checker opens your site in a real browser, records every network request and cookie before and after the consent banner, and tests each detected tracker against the major ad blockers and identity limits like iOS ITP and Firefox ETP. You get an overall score from 0 to 100 plus category scores, showing how much data tools like Google Analytics 4, Meta Pixel, and the LinkedIn Insight Tag lose on your site. The scan is safe and free: it loads one public page like a normal visitor and collects no personal data.
Which marketing channels does adtribute cover as an ad attribution tool for lead gen?
As ad attribution software for lead generation, adtribute covers paid channels like Google, Meta, LinkedIn, Microsoft, and TikTok. Beyond ads, you can attribute email and nurture tools, plus organic, referral, and direct traffic. Every channel is measured against real pipeline in one ad attribution platform.
Marketing attribution vs Google Analytics: why use a dedicated platform for lead gen?
Google Analytics is a last-click, session-based web analytics tool that stops at the form fill and is increasingly limited by consent and signal loss. A dedicated lead-gen attribution platform like adtribute uses first-party data, models tailored to your funnel, and CRM revenue data to show the true contribution of each channel to closed-won, not just last-click sessions.
How is adtribute different from other lead-gen attribution tools?
Most ad attribution tools ship one-size-fits-all tracking and fixed models you cannot verify, and they stop at the lead. adtribute pairs a flexible, custom-optimized platform with a dedicated data team that ties your tracking, attribution, and dashboards all the way through to closed-won revenue, so the data reflects how your pipeline actually converts.
Is adtribute a marketing attribution platform or a managed service?
Both. adtribute is a full lead-gen attribution platform, covering first-party tracking, custom attribution models, a semantic layer, dashboards, and the adtribute MCP. On top of the platform, a dedicated data team configures your tracking, models, and reports and maintains them as your funnel evolves. You get the depth of an attribution platform without having to build and run it yourself.
Can adtribute send offline conversions back to Google, Meta, and LinkedIn?
Yes. Your CRM knows which leads actually close; your ad platforms only see form fills. adtribute closes the loop with offline conversion imports and postbacks, sending closed-won and qualified-lead signals back to Google Ads, Meta, and LinkedIn, so their bidding optimizes for revenue instead of raw leads.
Which CRMs and lead tools does adtribute integrate with?
adtribute connects to CRMs and lead tools like HubSpot, Salesforce, and Pipedrive, form and scheduling tools like Typeform and Calendly, and nurture platforms like ActiveCampaign, alongside every major ad platform. Custom integrations cover anything else in your stack. See all integrations.
How long does it take to set up lead-gen marketing attribution?
Most teams are live within 1 to 2 weeks, with two onboarding meetings: one to set up your integrations, CRM connection, and tracking, and a second for the dashboard onboarding. adtribute configures first-party tracking and calibrates your attribution models, and our data team helps validate the numbers before you rely on them.
How much does lead-gen marketing attribution software cost?
Pricing depends on your data volume and the scope of the dedicated data team you need. See the pricing page for details, or book a demo for a tailored quote.