MB SuiteMB Suite

Attribution: which campaign generated each sale (real ROAS)

Updated 2026-08-17

In two lines: each closed sale is connected with the campaign that originated it —Meta, Google, TikTok, LinkedIn—. In CRM > Performance you see revenue by channel and the real return on your investment, not clicks or leads: closed money.

What is attribution in the CRM?

It's the answer to "where did this sale come from?". When a lead comes in with its origin (the campaign or channel that brought it) and that deal ends up won, the CRM joins the two ends: the investment that generated the lead and the revenue it produced on closing.

The result is the real ROAS: not the cost per click or per lead, but how much closed money each invested peso brought. It's what distinguishes "we had a lot of clicks" from "this campaign brought us customers".

Where do I see it?

In CRM > Performance, the Attribution tab cross-references your won deals with your ad spend. At the top you have the period's indicators —Attributed revenue, Spend, ROAS, and CAC—, and below, the detail by view:

  • General — all won deals grouped by their origin channel (the Revenue by channel table).
  • Lead Ads and Click-to-WhatsApp — the attribution of your Meta, Google, TikTok, and LinkedIn campaigns, down to the ad that brought each sale.
  • Web Tracking — the leads that came from your site, identified by the MB Suite Pixel.

That way you compare channels with the same criteria and decide where to put more budget.

And the attribution of each lead, one by one?

Performance answers which campaign is paying off. But when you're about to call someone, what you need is the other question: where did this lead come from?. You have that on three surfaces: the tables of CRM > Prospects and CRM > Deals, and the deal cards on the CRM > Pipelines board. In all three you turn the data on the same way: the campaign, the ad and the form of each lead, in plain sight, without opening one record at a time.

  • In CRM > Prospects, open the Columns panel; in CRM > Deals, Configure columns; on the Kanban view of CRM > Pipelines, Card fields.
  • Turn on the ones marked with the Attribution tag.
  • In the tables, sort by any of them by clicking its header, or narrow the list with the advanced filter — and save that filter to reuse it. On the board, each one you turn on becomes a line inside the card, and the filters are the same ones as the spreadsheet.

There are eight of them, and they're the same on the three surfaces:

  • Campaign, Ad set and Ad — the three levels of the campaign that brought the lead.
  • Form — which form the lead filled in.
  • Traffic type and Source — whether it arrived from paid advertising, organic search, social, a referral or direct, and from which specific site.
  • Keyword — the search term, for Google leads.
  • Platform — whether the ad was shown on Facebook or Instagram.

On the board, Card fields also lets you bring Labels, Phone, Channel and Lead Source onto the card, so the person you're about to call, where they came from and how to reach them all travel together on the same card while you drag it from one stage to the next.

Form carries an eye icon —in the tables and on the board card alike—: click it and the lead's answers open right there, without leaving the list or the pipeline. They're the same ones the record keeps in its Form answers card — see Manage a deal: history, activities and agenda.
These eight start out hidden everywhere —tables and cards alike—, so turning them on doesn't alter the layouts your team already had saved: each person decides whether to show them, and on each surface separately. And a lead that came in without an origin —entered by hand, for example— shows them empty: they display the attribution the lead arrived with, they don't invent it. On the board card, a field with no data simply doesn't take up a line.

What do I need for it to work?

Attribution depends on leads coming in with their origin and on your ad accounts being connected:

  • Connect your ad accounts in Settings > Integrations (Meta, Google, TikTok, LinkedIn).
  • If you capture leads from your site, install the MB Suite Pixel so each lead and each conversation arrives with its campaign. See Install the MB Suite Pixel to attribute your web traffic.
  • Mark deals as won when you close them: the won revenue is what feeds the ROAS.
If a lead comes in without an origin (for example, entered by hand), that sale can't be attributed to any campaign. Attribution is only as good as the origin your leads come in with.

The other direction: giving the signal back to the platform

Everything above is about what comes in: the campaign that brought each lead. There's a second half. That same won deal can be sent back to the platform, so it learns which leads actually turned into money and starts looking for more people like them, instead of more form fills. That's what CRM > Settings > Conversions does — see Offline conversions.

Once you turn that on, expect the platform's conversion count and this module's to differ — each platform credits itself, so their reports add up to more than the sales you actually made. This attribution is the unified truth: one sale, counted once. The full explanation is in Conversion sending: statuses, matching and numbers that don't match.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.