CRM mapping: campaign name or ad name?
Understand how Metrikia links your CRM field value to the ad hierarchy. Helpful when leads stay INFERRED despite the mapping being configured.
CRM mapping: campaign name or ad name?
How matching works
When Metrikia reads the value from your CRM "source attribution" field, it attempts two lookups in order:
- Exact ad name (Ad level): if the value matches an ad name in your account, Metrikia attributes the lead to that ad, its ad set, and its campaign. Confidence: MATCHED.
- Exact campaign name (Campaign level): if no ad matches but a campaign carries that name, Metrikia attributes the lead to the campaign. Confidence: MATCHED (campaign level).
If neither lookup succeeds, the lead stays at INFERRED or NULL.
Ad name vs campaign name: what is the difference?
| What your CRM contains | What Metrikia resolves | Attribution level |
|---|---|---|
| Exact ad display name | Ad + AdSet + Campaign | MATCHED (full) |
| Exact campaign display name | Campaign only | MATCHED (campaign) |
| Numeric ID or UUID | Nothing | INFERRED or NULL |
| Empty value | Nothing | INFERRED or NULL |
Why numeric IDs do not work
Metrikia matches by display name, not by internal identifier. A value like "12345678" or a UUID does not correspond to any name in the ads database.
If your CRM stores identifiers rather than names, update the field in your CRM so it holds the campaign or ad name exactly as it appears in your Meta, Google Ads, or TikTok ads manager.
Checking the value in your CRM
- Open a lead whose attribution stays INFERRED after a sync.
- In your CRM, note the exact value of the field configured as Source Attribution.
- Compare that value (exact case) against the campaign and ad names visible in your ads manager.
Configuring the field in the wizard
The Source Attribution field is configured at /app/settings/integrations, CRM section, Configure mapping button, then the Key fields step, Source Ad Signal role (also shown as "Source Attribution").
Common issues
- CRM value is uppercase, ad name is lowercase: matching is case-sensitive. Verify the exact spelling in your ads manager.
- Invisible leading or trailing spaces in the CRM value: some CRMs append a space during export. Clean the field in your CRM or in the automation rule that fills it.
- Ad renamed after the lead was created: Metrikia uses the name at sync time. If the ad was renamed after the lead was created, the match may fail. Re-run a CRM sync after updating the name.
Good to know
A MATCHED attribution via campaign name is strictly higher confidence than INFERRED but less precise than a MATCHED attribution via ad name. In both cases the signal is deterministic and your ROAS benefits from it.
For future improvements to the matching system (fuzzy matching, alias support), use Ideas and Roadmap in Settings.
Previous guide
Configure the CRM source attribution field
Next guide
Understand Meta CAPI events sent by Metrikia
To go further, check out our blog, the documentation or contact support.