CRM Source

The CRM source is the source of data on deals and leads. In an attribution report, the CRM source provides the data that gets matched against ad data using UTM tags.

Supported CRMs

Full list: Supported Sources.

Configuration parameters

Selecting the integration

Choose a CRM from the list of connected integrations. The integration must be in Connected (Active) status.

Selecting the pipeline

Choose the sales pipeline whose deals will participate in attribution. You can select all pipelines or a specific one.

Selecting the entity

• Deals — the primary option. Each deal = one CRM row
• Contacts — if UTM data is stored at the contact level
• Leads — if a separate lead entity is used

Selecting the period

Determines the period for which CRM data is loaded. Usually the same period as the ad source, or slightly wider (to account for the date window).

CRM source fields

UTM fields (used for matching)

These CRM fields are matched against the UTM fields of the ad source:

• utm_source — traffic source (required)
• utm_medium — traffic type
• utm_campaign — campaign name
• utm_content — ad content
• utm_term — keyword

System CRM fields

• deal_id / lead_id — entity identifier
• deal_name / lead_name — deal/lead name
• deal_value / deal_amount — deal amount (used for Matched Revenue)
• created_at — creation date (used for the date window)
• status / stage — deal status/stage

Storing UTM data in a CRM

Option 1: Separate fields

Each UTM field is stored in a separate CRM field:

Deal #12345
utm_source: google
utm_medium: cpc
utm_campaign: brand_search
utm_content: banner_728x90
utm_term: lightlead+attribution

This is the ideal option — the fields can be mapped directly.

Option 2: A single field with a UTM string

All UTM tags are stored in a single text field:

Deal #12345
utm_data: utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_content=banner_728x90&utm_term=lightlead+attribution

LightLead automatically parses the UTM string and extracts the individual parameters.

Source Constant

If your CRM stores traffic source data not in UTM fields but in a dedicated field (for example, "Source" = "Google Ads"), you can use the source constant inference mechanism:

• LightLead detects that the value in a field is the same across all CRM rows
• This value is automatically used as utm_source
• Contact support to enable this

Related pages

• Ad Source
• Field Mapping
• Identifiers