Pipedrive marketing attribution: connect your pipeline to the campaigns that fill it

Pipedrive tracks your deals and contacts. But which marketing campaigns created them? Spectacle connects every Pipedrive person, organization, and deal to the marketing touchpoints that drove them—so you can finally identify what marketing is working and what isn't, even deep down your Pipedrive funnel.

Why Connect Pipedrive to Spectacle?

Pipedrive is built for sales velocity—moving deals through stages fast. But it can't tell you which marketing brought those deals in the first place. You see a new person created, a deal added, an opportunity moving toward close. But was it the Google Ads campaign, the LinkedIn retargeting, or the webinar follow-up that made it happen?

Spectacle bridges this gap. We automatically sync persons, organizations, and deals from Pipedrive and attribute every stage change to the marketing touchpoints that influenced it. You get true Pipedrive marketing attribution without spreadsheets, manual tagging, or hoping your sales team remembers to fill in the "lead source" field.

Key Problems We Solve

Lead Sources That Are Never Filled In

New persons appear in Pipedrive every day, but the source field is blank. Your salespeople are focused on closing—not documenting where leads came from. You're generating pipeline but have no idea which campaigns deserve the credit.

Deals Without Marketing Context

Opportunities progress through Qualified, Proposal Made, Negotiation—but marketing has zero visibility. Which campaigns influenced that deal about to close? Which content touched the buyer before they booked a demo? Pipedrive doesn't track this.

Attribution That Depends on Sales Discipline

You tried requiring UTM parameters and custom fields to track sources. But it only works when everyone on the team fills them in correctly. The data is inconsistent at best, completely missing at worst.

Can't Prove Marketing ROI

Leadership asks which campaigns generate revenue. Sales claims credit for every closed deal. Without proper Pipedrive campaign attribution, marketing can't demonstrate its contribution to pipeline and bookings.

Optimizing for the Wrong Conversions

Your ad platforms optimize for demo requests and form fills. But those metrics don't correlate with deals that actually close. You need to optimize for leads that become customers—and Pipedrive knows which ones do.

What You'll Unlock

True Pipedrive Lead Source Tracking

See exactly which campaigns, keywords, and content drive Pipedrive persons—not just form submissions. Discover which traffic sources create leads that actually progress through your pipeline and convert to revenue.

Deal-Level Attribution

Track every marketing touchpoint that influenced a deal, from first website visit to won. Understand the complete journey that transforms anonymous visitors into closed revenue.

Automatic Pipeline Sync

Every Pipedrive stage change is captured automatically. When a deal moves from Lead In to Contact Made to Proposal Made to Won, Spectacle attributes that progression to the marketing that made it possible.

Organization-Level Attribution

Group persons into organizations and see how entire accounts engage with marketing before deals progress. Essential for B2B teams selling to multiple stakeholders within a company.

Real-Time Marketing Visibility

See which campaigns are creating Pipedrive deals right now—not in next month's report. Shift budget toward what's working while campaigns are still running.

Revenue Attribution

Connect won deals back to the marketing that created them. Finally answer: "Which campaigns generate actual revenue, not just leads?"

How Spectacle + Pipedrive Works

1. Connect with One Click

Click "Connect" on the Pipedrive integration page in Spectacle Settings. Authorize access through Pipedrive's OAuth flow. No API keys to create, no webhooks to configure.

2. Configure Your Field Mappings

Optionally map your User ID and Company ID fields for accurate identity stitching. Add any custom person or organization fields you want to sync and filter by in Spectacle.

3. Auto-Sync Your Entire Pipeline

Spectacle automatically imports persons, organizations, and deals in real-time. Every new record and every stage change is captured instantly as it happens in Pipedrive.

4. Attribute Every Record to Marketing

Every Pipedrive event is matched to the marketing journey: ad clicks, page views, UTM parameters, content downloads, and all touchpoints that preceded the conversion.

Tracked Pipedrive Events

Spectacle automatically captures these events and attributes them to your marketing campaigns:

Person Tracking

Pipedrive: Person Created When a new person is added to Pipedrive—whether from a web form, manual entry, or another integration—Spectacle links this person to their complete marketing journey.

Synced Person Properties:

• Person ID

• First name, last name

• Email address (primary email prioritized)

• Phone number (primary phone prioritized)

• Associated organization

• Owner ID

• Any configured custom fields

Organization Tracking

Pipedrive: Organization Created When a new organization is created in Pipedrive. Combined with person associations, this enables account-level attribution for B2B marketing teams.

Synced Organization Properties:

• Organization ID

• Organization name

• Website

• Any configured custom fields

Deal Progression

Track your entire sales funnel with automatic event generation for every stage:

Pipedrive: Deal Created When new deals are created—the moment a lead becomes real pipeline worth tracking.

Pipedrive: {Your Stage Name} Spectacle dynamically tracks your custom pipeline stages. Whatever stages you've configured in Pipedrive—Lead In, Contact Made, Proposal Made, Negotiation Started, Won, Lost—we capture them all automatically as deals progress.

Synced Deal Properties:

• Deal ID

• Deal title

• Deal value

• Deal currency

• Deal status

• Deal owner

• Deal pipeline

• Deal stage

Person-Organization Associations

Association Tracking When persons are linked to organizations in Pipedrive, Spectacle tracks these relationships automatically. This enables:

• Account-based marketing attribution

• Multi-stakeholder journey mapping

• Organization-level engagement analysis

• Understanding which marketing influences entire buying committees

Attribution in Action

The Journey You Can Finally See

Before Spectacle: "A new deal appeared in Pipedrive. Source: (empty)"

With Spectacle: "This person came from a Google Ads campaign targeting 'sales CRM for agencies.' They visited 5 pages, read a case study, and booked a demo. The associated organization had 3 other employees visit from LinkedIn ads. 21 days later, a deal was created worth $8,400/year. The Google Ads campaign has generated 12 similar deals this quarter."

What Marketing Can Now Report

Google Ads Activation

Feed Pipedrive Data Back to Google

Send Pipedrive deal events as offline conversions to Google Ads. Let Smart Bidding optimize for prospects who actually become pipeline—not just form fills that never respond.

Recommended events to sync:

• Deal Created (pipeline signal)

• Deal Won (revenue signal)

Build Audiences from Pipedrive Data

Create Customer Match lists from Spectacle segments based on Pipedrive data:

Retargeting:

• Re-engage persons whose deals went cold

• Target organizations with deals in late stages

• Reach contacts who haven't progressed in 30+ days

Exclusions:

• Stop showing acquisition ads to existing customers

• Exclude persons already in active deals

• Remove churned customers from win-back campaigns

Lookalikes:

• Find prospects similar to your closed-won customers

• Scale successful campaigns with seed audiences from won deals

• Target companies that look like your best accounts

Who Uses Pipedrive Marketing Attribution

For Marketing Teams

Finally prove which campaigns drive real pipeline—not just form fills that sales ignores. Report on deal creation, pipeline value, and closed-won revenue by channel, campaign, and keyword. Stop defending your budget with vanity metrics.

For Founders & Revenue Leaders

Understand where your deals actually come from. Make confident decisions about marketing spend based on what drives won revenue, not what drives the most noise in your inbox.

For Agencies Managing Pipedrive Clients

Provide clients with clear attribution reports connecting your campaigns to their Pipedrive pipeline. Prove ROI without asking clients to export CSVs or build custom dashboards they'll never maintain.

For Revenue Operations

Unify marketing and sales data in one platform. Create a single source of truth for attribution that eliminates the endless "where did this lead come from?" Slack threads.

Configuration Options

User ID Field (Optional)

Map a Pipedrive person field to your internal User ID for accurate identity stitching. Use a standard field name like "id" or a custom field's 40-character hash. When configured, Pipedrive persons appear in your Spectacle Audiences under Contacts.

Company ID Field (Optional)

Map a Pipedrive organization field to your internal Company ID. This ensures organizations are properly matched across systems and appear in your Audiences under Companies.

Additional Person Fields

Sync custom Pipedrive person fields to Spectacle for filtering and segmentation. Select any custom fields you've created—they'll be available for building segments and analyzing attribution.

Additional Organization Fields

Sync custom Pipedrive organization fields the same way. Perfect for tracking industry, company size, or any other firmographic data you've added to Pipedrive.

FAQ

How does Pipedrive marketing attribution work?

Spectacle tracks visitors on your website using first-party data and matches them to Pipedrive persons when they convert. Every deal stage change is then attributed to the marketing touchpoints in that person's journey—giving you complete visibility from first ad click to closed-won revenue.

Do I need to modify my Pipedrive setup?

No code changes or custom fields required. Connect with one click through OAuth, optionally configure field mappings, and Spectacle handles the rest. Your sales team keeps working in Pipedrive exactly as they do today.

Does Spectacle track my custom pipeline stages?

Yes. Whatever stages you've configured in your Pipedrive pipelines—whether default or custom—Spectacle captures them all dynamically. When a deal moves from any stage to any other stage, we record it as an attribution event.

Can I send Pipedrive data back to my ad platforms?

Yes. Spectacle can sync Pipedrive persons and deal events to Google Ads via Customer Match lists and Enhanced Conversions. This lets you optimize campaigns for deals and revenue instead of just form fills that never convert.

What about multiple pipelines?

Spectacle tracks deals across all your Pipedrive pipelines. Each deal's pipeline is captured as a property, so you can filter attribution by pipeline and see which marketing drives different types of opportunities.

Getting Started

Free Trial: 14 Days, Full Access

• Complete Pipedrive integration

  — Full pipeline attribution from day one

• No credit card required

  — Start tracking lead sources immediately

• All attribution models

  — First-touch, last-touch, linear, and U-shaped

• Full support included

  — Get help connecting Pipedrive and mapping your fields

Ready to see which campaigns actually fill your Pipedrive pipeline? Start your 14-day free trial and connect every deal to the marketing that created it. No setup fees, no credit card required.

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