CRM
Conversion attribution
How Metrikia attributes conversions to ad campaigns.
Conversion attribution
Metrikia attribution model
Metrikia uses a CRM-first attribution model:
- Each incoming lead is tagged with its ad source
- When that lead becomes a customer (deal won), the revenue is attributed to that source
- Metrics (CPL, CPA, ROAS) are recalculated in real time
Ad source
The source is determined by:
- Automatic tracking: If the lead comes from a form with UTM parameters
- CRM sync: If the lead is synced from a CRM with the source specified
- Manual attribution: The user can assign or correct the source
Attribution levels
| Level | Example |
|---|---|
| Platform | Meta Ads |
| Campaign | Spring 2026 Campaign |
| Ad Set | Lookalike Audience 1% |
| Ad | UGC Video Creative |
Duplicate handling
If a prospect exists in multiple sources, Metrikia uses the first touch rule by default: the first advertising touchpoint is credited.
Attribution metrics
The ADS dashboard displays for each level:
- Number of attributed leads
- Number of customers (won deals)
- Attributed revenue
- Real CPL, CPA, and ROAS
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