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Spectacle connects to Microsoft Dynamics 365 through an application user in about 15 minutes and attributes every contact, account, and opportunity change, and any custom table you point it at, to the marketing touchpoints that came before it. Dynamics records that an opportunity moved stage. Spectacle records the Google Ads click 4 months earlier, the 3 colleagues from the same account who visited since, and the LinkedIn campaign that reached the first of them, and reports the opportunity's value against what each of those touchpoints cost.

At a glance

• Category: CRM
• Setup time: About 15 minutes for the standard connection; custom tables scoped with us, typically 4 to 8 hours on our side and no build work on yours
• Authentication: OAuth through Microsoft Entra ID: an Entra admin grants consent to the Spectacle app, then creates an Application User in the Power Platform admin center with the System Customizer role
• Dynamics 365 plan: Dynamics 365 Sales (any licence). No marketing module, no Customer Insights, no Power BI access required
• Spectacle plan: Enterprise. Custom table mapping scoped per table. Company-level attribution on Scale and Enterprise
• Direction: Dynamics 365 → Spectacle over webhooks. Audience and conversion syncs go Spectacle → ad platforms. Nothing is written back into Dynamics unless you set that up yourself through an automation
• Objects: Contacts, accounts, opportunities, transaction currencies, and custom tables of your choosing (events, quotes, sales orders, memberships), with related records joined for value
• Sync: Real time: Spectacle registers service endpoints and SDK message processing steps on the tables it listens to
• Docs: /docs/microsoft-dynamics

The gap in Dynamics 365's own reporting

Dynamics 365 Sales knows the pipeline in detail and knows nothing about the website. There is no native website tracking, so a lead created from a web form arrives without a recognisable source, and the marketing manager sees 0 requests from a campaign that filled the pipeline. Microsoft's answer is Customer Insights - Journeys, a separate licence that is a customer data platform and automation tool: customer profiles, segments, journeys. It reports no ad performance from Google, Meta, or LinkedIn, and it does not join ad cost to opportunity value.

So the reporting moves to Power BI. Ad exports arrive through a connector, CRM data through another, and someone stitches them by date and campaign name. The result counts leads without their value, credits the last click, and cannot say which of the 4 people at an account saw the ad and which one filled in the form. The person who starts a sign-up is often not the person who finishes it, and Power BI has no way to know they belong together.

Spectacle sits underneath: a first-party tracking snippet on your site, your ad accounts connected for cost, and Dynamics changes turned into attribution events on the same timeline, including changes in the custom tables your Dynamics partner built.

What syncs

• Contacts: Contact Created event; contact id, name, email, phone, job title, and associated account are synced so website visitors resolve to CRM contacts
• Accounts: Account Created event; account id, name, and website, so contacts roll up to the account journey (Scale and Enterprise plans)
• Opportunities: Opportunity Created and Opportunity Updated events with stage, value, and currency, one event per stage change
• Transaction currencies: Opportunity values reported in your workspace currency
• Custom tables: Any table you nominate becomes an event stream: an events table keyed by contact, a quote or sales order table, a membership table. Value can be joined from a related record, so revenue stays where your database design keeps it
• Historical records: Backfilled from a date you choose, so people who show up on the website later are recognised mid-pipeline

The connection settings and the full property list live in the Dynamics 365 docs. This page summarises; Docs is the source of truth.

What you get

• A source for every Dynamics lead, filled in by the journey. No reliance on a rep choosing a source field. The Google Ads keyword, the LinkedIn campaign, or the organic post is already on the timeline when the contact is created.
• Opportunity value by channel, campaign, and keyword. Stage changes with value and currency flow in as they happen, so pipeline and closed value are reported against the touchpoints that produced them, across first-touch, last-touch, linear, and U-shaped models.
• Account-level journeys. Every contact at the same account on one timeline (Scale and Enterprise plans), so a deal with 4 stakeholders is credited to the campaign that reached the first one, and the sign-up that one colleague started and another finished is one story.
• Your data model, as it is. If you do not use the opportunity table, Spectacle listens to the table you do use. If revenue lives on a related record, Spectacle joins it there. Nothing has to be denormalised to make attribution work.
• Cost per opportunity and per closed deal by channel. Ad spend from Google, LinkedIn, Meta, and Microsoft Advertising joined to Dynamics outcomes, and Dynamics milestones sent back to Google Ads, Meta, and LinkedIn as conversions and audiences so bidding optimises for pipeline.

Pairs with

Google Ads · LinkedIn Ads · Meta Ads · Microsoft Ads · Stripe ·

A long-cycle B2C company running Dynamics 365 with no opportunity table at all, recording purchases in a custom events table with the amount on a related record, could see its ad spend in Power BI and its sales in Dynamics and nothing that connected the two. With the custom table and its related record mapped, a €900K buyer was traced end to end, from first click through every visit to the purchase record, without moving revenue onto the event or changing the database design.