Creating an Attribution Report
Let's create an attribution report: link data from an ad account with your CRM and get business metrics — ROAS, CPL, deal count.
Before you start
Make sure that:
- You're on the Agency plan or higher
- An ad account is connected and active
- A CRM is connected and active
- Your CRM has deals with UTM tags
- Your ad campaigns use UTM tagging
Detailed requirements: Attribution Requirements.
Step 1: Open the report builder
- On the home screen, click Create Report
- Select the Attribution report type
- Or: Reports → New Report → Attribution
Step 2: Name and description
Enter the report name. Recommended format: "Attribution: [Ad Source] + [CRM] — [period]".
Examples of good names:
- "Attribution: Meta Ads + Kommo — 30 days"
- "Attribution: Google Ads + Bitrix24 — Week"
- "Attribution: TikTok Ads + HubSpot — Quarter"
Step 3: Select the ad source
- In the Ad Source section, choose an integration from the list
- Select a specific ad account
- Select the entity to analyze (campaigns, ad sets, or ads)
More details: Ad Source.
Step 4: Select the CRM source
- In the CRM Source section, choose an integration from the list
- Select a pipeline or deal list
- Select the entity (deals or contacts)
More details: CRM Source.
Step 5: Configure field mapping
Map ad source fields to CRM fields:
- Choose a match mode (strict / balanced / loose)
- Map UTM fields: ad column → CRM column
- Configure fallback fields if needed
More details:
Step 6: Configure the date window
Choose the time window within which matching will occur. For example, if a click happened on June 1 and a deal was created on June 5, with a 7-day date window these rows will be matched.
More details: Date Window.
Step 7: Configure output
- Select the Google Sheets tab
- Select the write mode (Replace, Append)
- Specify the currency (defaults to the ad account's currency)
Step 8: Run the report
- Click Save and Run
- The system starts loading data from the ad account and CRM
- Matching runs
- Business metrics are calculated
- Results are written to the Google Sheet
Execution time depends on data volume. Typically: 1-5 minutes for typical volumes.
How to verify
- A results sheet appears in your Google Sheet
- It should include columns: ad metrics (Spend, Impressions, Clicks), CRM metrics (Matched Deals, Matched Revenue), calculated metrics (CPL, ROAS)
- Check the Match Rate — it should be > 30% for a well-configured attribution setup
Common issues
Match Rate = 0%
- Check that UTM tags in your ads and CRM match
- The date window might be too small — increase it to 30 days
- Check the match mode — try balanced instead of strict
Many unmatched rows
- Check that all ads have UTM tagging
- Make sure your CRM saves UTM tags
- Check case and whitespace in UTM values