Paid ads attribution
how to connect paid ad clicks to pipeline in your crm
The short answer
To connect paid ad clicks to pipeline, identify your website visitors at company level, tag each one with the source that brought them, and push that into your CRM so the company is matched to any deal it becomes. Then you can report which campaigns produced real pipeline, instead of stopping at clicks and form fills.
Start with the source
Keep your campaign tracking clean so you know which visits came from paid. On its own that still only tells you about the people who convert.
Add identity
Visitor identification names the company behind a visit, including the ones that never fill in a form. Now a paid visit has a company attached, not just a click.
Send it to the CRM
When that company later appears as a deal, the source travels with it, so the opportunity carries the campaign that first brought them in. Report on that link and you can see pipeline by campaign.
The honest catch
This works at the company level, and it will not capture every touch a buyer made off your site. But it turns "this campaign got clicks" into "this campaign brought these accounts, and here is the pipeline", which is the report your revenue team actually wants. It fits into the wider attribution approach.
Frequently asked questions
Identify visitors at company level, tag the source, and push it into your CRM so the company is matched to the deal it becomes.
Attach a named company to every paid visit and follow it into your pipeline, so you can report on accounts, not clicks.
Read the attribution guide