Connect Your CRM to Marketing Attribution: Complete Integration Guide

Your CRM holds the most valuable data in your business: which prospects convert, what deals close, and how much revenue each customer generates. But without connecting CRM data to marketing attribution, you're missing the full picture of what drives growth.

Most marketers track leads and conversions, but lose sight of actual revenue. A campaign might generate 100 MQLs that never convert to paying customers, whilst another brings just 10 leads that turn into your biggest deals. Without CRM integration, you can't tell the difference.

Spectacle connects your CRM directly to marketing attribution, showing which campaigns drive real revenue, not just activity.

Why CRM Integration Transforms Attribution

Most attribution tools stop at counting clicks, form fills, or MQLs. That leaves a huge blind spot: which campaigns actually generate revenue.

By integrating your CRM with Spectacle, attribution becomes revenue-driven. Instead of measuring anonymous conversions, you’re mapping every ad interaction to known contacts, accounts, and opportunities.

This gap creates expensive blind spots:

• You optimise for lead volume instead of deal quality

• Sales teams can't see which marketing sources bring the best prospects

• Budget gets allocated to campaigns that generate activity, not revenue

• Long B2B sales cycles make it impossible to connect marketing spend to actual results

CRM integration fixes this by connecting every deal in your pipeline to the marketing touchpoints that influenced it.

Which CRM data matters most?

• Deal stage → see which campaigns drive opportunities that close, not just enter pipeline.

• Contact properties → measure attribution across roles, seniority, industry.

• Lifecycle stages → differentiate between campaigns that create new contacts vs. nurture existing ones.

• Custom fields & objects → align attribution with your specific sales motion (e.g. subscription type, product line, partner channel).

• Custom events → track milestones like contract sent, demo booked, or renewal signed.

Supported CRM Integrations

HubSpot Integration

What syncs: Contact properties, deal stages, revenue data, lifecycle stages, and custom properties. Spectacle automatically imports deal values and close dates.

Key benefits:

• Track which campaigns influence deals at each stage

• See marketing attribution for both Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)

• Connect HubSpot revenue to Google Ads, Facebook, and other ad platforms

• Automatic audience syncing based on deal stages and revenue

Setup: One-click connection through your workspace settings. No API configuration needed.

ActiveCampaign Integration

What syncs: Contact events, account data, deal progression, and custom field properties. Real-time webhook integration captures all CRM activities automatically.

Key benefits:

• Automatic tracking of contact creation and updates

• Deal pipeline attribution from marketing touch to closed revenue

• Account-based marketing (ABM) attribution for B2B sales

• Contact-to-company association tracking for complex buying decisions

• Custom field syncing for detailed segmentation

Real-time event tracking:

• Contact Created

  - New leads from marketing campaigns

• Account Created

  - New company relationships established

• Deal Created/Updated

  - Pipeline progression and revenue tracking

• Contact-Account Associations

  - B2B relationship mapping

Setup: Connect through workspace settings with optional field mapping for User ID, Company ID, and custom properties

Custom CRM Connections

API integration: Connect any CRM with our REST API. Map your deal stages, revenue fields, and contact data to Spectacle's attribution model.

Webhook support: Real-time updates when deals close or pipeline stages change. Immediate attribution updates without waiting for scheduled syncs.

What CRM Integration Enables

Revenue-Based Attribution

See which marketing campaigns drive actual closed revenue, no longer limited to conversions, leads or MQLs. This transforms how you allocate budget and measure success.

Pipeline influence: Track which touchpoints influence deals at each stage. A blog post might generate awareness, a webinar might move prospects to evaluation stage, and a case study might help close the deal.

Deal velocity: Identify marketing activities that accelerate sales cycles. Some campaigns might not generate more leads, but they help existing prospects convert faster.

Account-Based Attribution

For B2B sales with multiple decision-makers, track marketing influence at the account level rather than individual contact level.

Multi-contact journeys: Map all marketing touchpoints across everyone involved in a buying decision. Attribution shows the complete account engagement story.

Account scoring: Use marketing engagement data to prioritise sales outreach. Accounts with higher attribution scores often convert better.

Enable Audience Syncing

Customer segments: Create audiences based on CRM data (deal stage, revenue amount, close date) and sync them to ad platforms for targeting.

Exclusion lists: Automatically exclude closed customers from prospecting campaigns whilst including them in upsell audiences.

Lookalike audiences: Generate similar audiences based on your highest-value CRM segments.

Getting Started

CRM integration transforms marketing attribution from lead-focused to revenue-focused. You'll stop optimising for vanity metrics and start optimising for actual business growth.

Immediate benefits:

• See which campaigns drive real revenue, not just activity

• Align sales and marketing around shared revenue goals

• Improve budget allocation based on deal influence, not lead volume

• Create better audiences for ad targeting based on customer value

Long-term advantages:

• Shorter sales cycles through better lead quality

• Higher deal values from improved lead scoring

• Stronger sales and marketing alignment

• More accurate revenue forecasting

Connect your CRM to unlock revenue-based attribution that shows the true impact of every marketing touchpoint.

What are the Best Tools / Platforms for Attribution & Lead Attribution / Contact-Level Attribution

If you’re evaluating attribution software, you’re probably comparing a shortlist: “What are the best tools to track revenue influenced by contact-level ad actions? Which tools support multi-touch attribution across known contacts?”

Here’s what to look for:

Key Features to Evaluate

• Multi-touch attribution models (first, last, linear, U-shaped)

• Contact-level tracking (map ads to real people, not just sessions)

• Revenue attribution (sync deal values from your CRM or payment provider)

• Account-based attribution (essential for B2B sales cycles)

• Integrations (native CRM, ad platforms, payment providers, data warehouses)

• Audience syncing (push segments back into Google, Meta, LinkedIn)

• Reporting flexibility (filter by deal stage, pipeline, role, or campaign)

Spectacle vs Alternative attribution platforms

• Spectacle → Built for CRM-connected attribution. Contact-level, revenue-based, with audience syncs out-of-the-box.

• Dreamdata → Strong for pipeline reporting but heavier setup, free-tier is generous but conversion-api syncs already require a paid plan of $700+ making it an expensive solution for most firms.

• Segment + Attribution add-ons → Flexible, developer-heavy, less B2B-CRM focused. Free-tier is available and work, however it requires a developer integration and warehousing in most usecases.

• Funnel.io → Great for spend aggregation, weaker for contact-level attribution. Free-tier works but is relatively basic.

Spectacle stands out because it doesn’t just aggregate spend — it ties known contacts to real revenue outcomes, making it the best choice if your goal is multi-touch attribution across CRM contacts.

Ready to connect marketing spend to actual revenue? Set up your CRM integration in Spectacle workspace settings and start tracking what really drives growth.

Marketing attribution that follows the money.