B2B Conversion Funnel Tracking

How to Find Out Where 99% of Paying Customers Come From

This page focuses on high-touch sales funnels.

If you're using low-touch sales with automated online purchases you may be interested to read more about SaaS conversion funnels and our solutions instead.

Built for B2B

B2B funnels present unique challenges to tracking and attribution. Conversions occur in different systems, each using a different customer identifier.

On the website

When visitors come to the website, their sources and paid click ids should be recorded in order to allow analytics and ad platforms to attribute future revenue correctly.

In a CRM

When a prospect completes a lead form, their CRM account should be associated with the website visitor source. Conversely, to accurately report revenue, qualified leads and closed won CRM deals should be attributed to the website visitor details.

Connecting these events from different sources where they occur presents a considerable problem. Built-in solutions existing in some CRMs are prone to being unreliable and tend to poorly integrate with external platforms.

Able Customer Data Platform supersedes web analytics and revenue reporting solutions.

It combines website tracking data, qualification events, and won deals to report which sources and campaigns drive actual revenue and key activation metrics.

It then makes the attributed conversions from each stage available to the entire marketing stack, analytics systems, and ad platforms.

Key Results

Attribute 99% of Customers to Original Marketing Sources

Majority of B2B businesses don't know what sources produce revenue and ROI exactly. With improved conversion funnel tracking it is possible to map each customer's journey and attribute 99% of won deals to the original marketing sources.

Increase RoAS up to 7x by Identifying High-Value Leads

Not every lead has the same chance of becoming a paying customer. Attributing sales to leads and leads to marketing sources allows you to determine what marketing activity actually drives sales.

Build 360-degree Customer Profiles in Complex Funnels

Customers can be tracked even in complex B2B funnels by utilizing first-party tracking and attribution, mapping customer journey from the first ad click and landing page visit to marketing website and through to the closed won CRM deal.

Follow three easy steps to see how Able helps SaaS businesses attribute purchases to customer sources.

Connecting Able CDP to your SaaS business requires no complex coding or expertise, making the implementation process quick and efficient. In just minutes, you can see first-hand the benefits Able"s tracking and integration capabilities will bring you.

Step 1. Let Able CDP track your website visitors

Able CDP automatically recognizes forms used on the website and creates custom tracking code in the Dashboard.

After adding lead form tracking code to the website, we will track:

Able CDP tracking builds a 360-degree view of each customer by recording:

Recording this information allows Able to build your customers’ profiles by associating all website activity with the email and other details entered on sign-up, which is crucial for attributing revenue to the marketing source.

Complete customer view in Able CDP associates subscriptions and payments with online page views and lead forms activity. The 'offline' conversions are then attributed and sent to Google Analytics and ad platforms as e-commerce purchase conversions.

Step 2. Track conversions to payments and subscriptions

Able CDP uses its customer tracking data to attribute all subsequent revenue (Purchases) and other conversions to the original source.

Revenue can be sent to Able CDP using one of its built-in integrations such as Salesforce or Scoro, allowing to track closed won deals in CRM and attribute them to original website visits automatically.

Able tracks custom conversions from proprietary back-office apps or Zapier using web hooks, as well as upload of sales in CSV format for compatibility with legacy ERPs.

Able CDP then attributes each Purchase event to the original visitor and sends Purchase events to all standard integrations such as Google Analytics, Facebook Ads Conversions API, Google Ads API etc.

You can then drill-down into the collected data instantaneously, using powerful first-party data analytics:

Able CDP revenue tracking and attribution screenshot

Revenue tracking and attribution

Able CDP built-in reports help to quickly assess performance of various marketing sources and understand how each of them contributes to the revenue.

  • Unlimited attribution window with first-touch attribution allowing to understand complete LTV of each customer and traffic source
  • Server-side conversion tracking that doesn't depend on conversion events being tracked in browser
  • Selectable grouping of the reported data by either acquisition date (to measure RoAS) or transaction date (to understand sources of revenue on date)
  • Flexible resolution: analyze weekly or monthly data to eliminate noise in daily conversions
  • Drill-down: click on any data point to see what transactions it's comprised of exactly. Click on a transaction to see complete customer history in the 360-degree Customer Vier.

360-degree Customer View

Get insights into each of your customers' journey. Intelligent understanding of each interaction and conversion action enables Able CDP to automatically connect important interactions between different systems and services.

Page Views

When a website visitor accesses landing page or internal website page, able records all click and browser identifiers to later associate them with the customer's conversions.

Leads and Sign-ups

When a website visitor completes a contact, lead or a sign-up form, Able records customer details such as email and phone to associate them with the website visitor.

Subscriptions and Payments

When a subscription payment is made by the customer, Able receives notifications from payment systems and e-commerce platforms using server-to-server connections that don't rely on browser tracking, attributing them to the customer.

Learn more about Able CDP revenue tracking and attribution

Step 3. Un-silo the data

Able goes beyond built-in reporting, ensuring all customer activities are sent to all platforms, attributed to the identifiers they recognize.

Ad platforms such as Facebook, Google Ads and TikTok receive conversions through their server-side APIs. Each conversion contains precise click id (when available), as well as customer details such as email or phone for enhanced attribution, supercharging your marketing.

Able makes it easy to get server-side conversion data to Google Analytics, associating each conversion with first known Client ID and a recent Session ID, ensuring each conversion appears with the correct user and session sources.

All data, cleaned and arranged in an easy-to-use schema, are available for bespoke analytics, reporting and segmentation through the BigQuery real-time integration.

Incredibly easy to set up

Install tracking and start sending properly attributed data into conversions API, Google Analytics and data warehouse within minutes.


Sign up for an Able CDP account

Instant setup, no credit card required.


Add lead form tracking code

Able CDP automatically recognizes forms used on the website and creates custom tracking code for your website.


Connect the platforms where conversions occur

Able gets important conversions from payment systems, e-commerce platforms and CRMs.

Use one of our integrations such as Stripe conversion tracking or send conversions from your own code using web hooks.


Access the data and get insights

Let Able send conversions to Google Analytics and ad platforms such as Facebook Conversions API and Google Ads.

Browse customer journeys individually, run revenue attribution reports or access tracking data via Google BigQuery.

Begin Tracking Actual Sources of Your B2B Revenue

Software companies, e-commerce stores and various types of digital businesses around the world are using Able CDP to fundamentally improve their marketing strategy.

A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads. Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all. And so we've been focusing on paid search, which does have return on investment.

Bryan Brinton
Bryan Brinton
CFO, Co-Founder of Aluvii