Matched Rows
Matched rows are CRM rows for which the system found an unambiguous correspondence with rows from the ad source.
What "matched row" means
A CRM row is considered matched when:
- The UTM field values (per the selected match mode) match the values in the ad row
- The CRM record's creation date falls within the date window relative to the ad event's date (the click)
- The correspondence is unambiguous (there are no competing candidates)
How matching happens
Step-by-step process
- The system loads all ad rows for the selected period
- The system loads all CRM rows for the selected period (+ date window)
- For each CRM row, the system looks for an ad row with matching UTM fields
- If such a row is found — the CRM row is marked as matched
- The "ad → CRM" link is saved for metric calculation
Matching criteria
| Criterion | Strict | Balanced | Loose |
|---|---|---|---|
| UTM field match | All specified | Some specified | Minimum specified |
| Date window | Applied | Applied | Applied |
| Source | Must match | Must match | May not match |
What's shown in the report
For each matched row, the report displays:
- Ad metrics — Spend, Impressions, Clicks, CTR, CPC
- CRM data — deal name, amount, creation date
- UTM fields — the values on which the match occurred
- Business metrics — CPL, ROAS (aggregated at the entity level)
Checking correctness
How to verify that a match is correct
- Select several matched rows
- Compare the UTM tags in the ad account and the CRM
- Make sure the dates are logically connected (the click happened before the deal, within the date window)
- Check the business logic: for example, a deal worth 1,000,000 shouldn't be attributed to a click that cost 5 (though technically this is possible)
Signs of an incorrect match
- A single ad click is matched to dozens of deals (possibly a utm_content problem)
- A deal is attributed to a click that happened after it (a date problem)
- The deal amount is unrealistically large for a single click