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Attribution: which campaign generated each sale (real ROAS)

Updated 2026-07-13

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.

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.

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 directly about what you see on screen.