Configure the CRM source attribution field

Why this guide exists

Metrikia attributes each lead through a signal cascade: pixel (TRACKED), CRM source field (MATCHED), single active campaign (INFERRED). Without the CRM field configured, most of your leads stay as INFERRED, meaning they are assigned to whichever campaign happens to be active, not the actual ad seen by the prospect.

Configuring the SOURCE_ATTRIBUTION field connects your CRM property "which ad generated this lead" directly to the attribution engine. The result: leads move to MATCHED (deterministic signal) and your ROAS reflects your true performance by campaign and by ad.

Prerequisites

Your CRM (HubSpot, Pipedrive, etc.) is connected to Metrikia and at least one sync has run.
The CRM property that records the ad source is filled in on your leads (e.g. "ad_name", "source_ad", "utm_source_original").
You are owner or admin of the Metrikia tenant.

Step 1: Open the mapping wizard

Go to https://app.metrikia.io/app/settings, Integrations tab.
In the My connections section, find your CRM.
Click Configure mapping.

Step 2: Navigate to "Key fields"

The wizard usually opens on the "Source field" step. Navigate to the Key fields tab or step (also called "Field roles").

You will see a list of field roles:

Lifecycle (CRM status)
Deal stage (negotiation step)
Lead owner (sales rep)
Source attribution (ad origin)
Deal amount
Deal closed at

Step 3: Map the Source Attribution field

Click the Source Attribution role.
The list of available CRM properties appears. Search for the property that holds the ad or campaign name that generated the lead. Common examples: ad_name, utm_content, source_ad, advertising_origin.
Select the property and confirm.

Step 4: Verify the result

After the next sync (a few minutes to a few hours depending on your volume):

In CRM > Lead list, the "Attribution confidence" column shows MATCHED for leads whose CRM field is filled in.
On the Ads dashboard (/app/ads), campaigns and ads see their "Acquired" column update.

Common issues

"No matching property found": the CRM property may be missing from the catalog or archived. Check that it is active and populated in your CRM, then reopen the wizard.
"Leads remain INFERRED after sync": the chosen property is empty on most of your CRM contacts. Open a contact directly in your CRM to confirm the value is present.
"The CRM value does not match any known ad": Metrikia looks for an exact match against the ad name in the Ads database. If the CRM value is an internal code rather than the Meta/Google/TikTok ad name, the match fails. Use the ad name exactly as it appears in your ads manager.

Good to know

The SOURCE_ATTRIBUTION configuration does not create a pixel touchpoint. It enriches the existing attribution signal and never replaces a TRACKED (pixel) attribution. It takes priority over INFERRED (default).

If the CRM field is empty for a lead, that lead stays as INFERRED. There is no regression compared to the current situation.

Ideas and roadmap

To suggest improvements (fuzzy matching, internal code lookup, multiple source fields), use Ideas and Roadmap in Settings.