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The Warm AI blog.

Guides, playbooks and the thinking behind B2B visitor identification. What to look for, how to use it, and how to measure what it brings in.

Paid ads attributionFeatured

B2B paid ads attribution: the click you can see, the company you can't

Paid ads attribution breaks in B2B because platforms prove a click happened but can't tell you which company clicked. Here's why, and what closes the gap.

Jake PrettyCEO and co-founderRead article

Latest articles

Tom Palmer

Turn company website interest into LinkedIn conversations with Warm AI and FirstTouch

Warm AI shows the companies taking an interest in your website. FirstTouch helps you find relevant people at those companies and prepare a LinkedIn conversation.

LinkedIn outreach
Tom Palmer

LinkedIn outreach for SaaS: our sequence, and the reply rates it gets

Our LinkedIn outreach for SaaS: the sequence we use and the reply rates it gets. Best cold campaign 14.3% replied; 12.1% across all campaigns.

LinkedIn outreach
Jake Pretty

Company-level attribution explained

Crediting marketing to the companies it brought to your site and the pipeline they became, rather than anonymous clicks or the few who filled in a form.

Paid ads attribution
Jake Pretty

The form-fill gap: why most of your paid traffic never converts

The gap between everyone who visits and the small share who fill in a form. In B2B it's wide, and almost all your attribution is built on the filled-in slice.

Paid ads attribution
Jake Pretty

Last-click vs multi-touch vs company-level attribution

Last-click credits the final click, multi-touch spreads it across recorded touchpoints, and both miss anonymous buyers. Here's how the three compare.

Paid ads attribution
Jake Pretty

Cost per lead is lying to you: what to measure instead

A lead usually means a form fill, and most real B2B buyers never fill in a form. Here's why optimising for cheap leads hurts pipeline, and what to track instead.

Paid ads attribution

Start here

Four guides that cover choosing, testing and paying for visitor identification.

All guides
  1. Guide 019 best website visitor identification tools in 2026Nine tools compared on what they identify, where, and what they cost.Read guide
  2. Guide 02How to choose B2B website visitor identification softwareWhat to look for, how accurate it is, and how to run a fair trial.Read guide
  3. Guide 03What is a good match rate?What counts as a good match rate, and how to measure your own.Read guide
  4. Guide 04Free visitor identification toolsWhat you get on a free plan, and the catch.Read guide

Browse by topic

Every guide on the site, grouped by what you are trying to do.

More articles

Jake Pretty

How to connect paid ad clicks to pipeline in your CRM

Identify visitors at company level, tag the source, and push it into your CRM so the company is matched to the deal it becomes. Here's the practical setup.

Paid ads attribution
Jake Pretty

Why your LinkedIn ads look like they don't work (and probably do)

If your LinkedIn Ads report shows almost no conversions, the ads are probably working anyway. Here's the measurement gap that hides their real contribution.

Paid ads attribution
Jake Pretty

How to credit paid search on long sales cycles

On long B2B deals the first click expires before the deal closes, so the last step gets the credit. Here's how to give paid search its fair share.

Paid ads attribution
Jake Pretty

How to prove LinkedIn ads ROI to your CFO

Stop leaning on in-platform conversions. Show which companies LinkedIn brought to your site and the pipeline they became. Here's the account-based case.

Paid ads attribution
Jake Pretty

How to measure dark funnel impact from paid ads

You can't measure the whole dark funnel, but you can measure the part that lands on your site. Here's how to recover the dark-funnel impact of paid ads.

Paid ads attribution