SaaS Conversion Funnel Tracking

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

This page focuses on low-touch sales funnels.

If you're using high-touch sales with a CRM-based process, you may be interested to learn more about B2B Conversion Funnel Tracking instead, which focuses on automating tracking of deals closed in CRM.

Built for SaaS

SaaS funnels present unique challenges to tracking and attribution.

Conversions occur at different stages with a typical customer progressing through:

Website Visit
May be paid or organic, carries information on the campaign source

Website form, Stripe checkout or marketplace install

Activation Events
Custom events that reflect how users begin to gain value from using an app

Payments and subscription lifecycle events that happen in a payment system

Able CDP supersedes web analytics and revenue reporting solutions by combining website tracking data, activation events and back-end payments to report what sources and campaigns drive actual revenue and key activation metrics.

Able CDP report chart screenshot

Key points

Attribute 99% of customers to the original marketing sources

Majority of SaaS start-ups don't know what sources produce revenue and ROI exactly. With improved conversion funnel tracking it is possible to attribute 99% of customers to the original marketing sources.

Increase RoAS up to 7x. Determine who is likely to become paying customers.

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.

Learn how to track customers in complex funnels

Learn how to track customers in complex funnels: unite tracking across landing pages, marketing website and payment systems such as Stripe.

Follow three easy steps to see how Able can help your SaaS business attribute purchases to customers.

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 both:

Personal information such as email, phone and proprietary client identifiers.

Visitor details including Referrer URL, ad click ID (fbclid/gclid) and browser identifiers for IOS 14+ traffic, Google Analytics Client Id, landing page URL and UTM parameters.

Recording this information allows Able to build your customers’ profiles by tracking all website activity and, most importantly, lead and sign-up form submissions.

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 subscriptions and payments

We associate website sign ups with tracked parameters and then use them to attribute any off-website activity that happens in the payment system to the ad click and visit through the customer persona.

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.

Able CDP report chart screenshot

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 automatically recognizes and tracks HTML forms on the landing pages, extracting customer details such as email and phone to associate with the website visitor.

Subscriptions and Payments

When a subscription payment is made by the customer, Able receives notifications from payment systems such as Stripe to attribute them to the customer without relying on browser tracking.

Able CDP makes it easy to visualize what conversion events and touch points are tracked and allows you to add inbound and outbound integrations for attributed events such as lead or purchase with a couple of clicks.

Step 3. Un-silo the data

Able CDP is capable of using its customer tracking data to attribute all subsequent revenue (purchases) to the source. Revenue can be sent to Able CDP either via one of its built-in integrations, such as Stripe Invoice Payments Tracking, or custom conversions from your application using webhooks or JavaScript events.

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

Detailed first-party data are also available via the Google BigQuery 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 SaaS Revenue

“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, Co-Founder, Aluvii Software