| name | cross-platform-attribution |
| description | Comparing ad-platform performance with CRM; attribution gaps; 'ad platform shows conversions but CRM shows zero'; UTM/pixel issues; last-click vs data-driven. Covers data-source hierarchy and gap diagnosis. |
Cross-Platform Attribution Analysis
When comparing ad platforms (Google, Meta, LinkedIn, StackAdapt, etc.) with CRM data (HubSpot, Salesforce, Attio), follow these rules to avoid wrong conclusions. The #1 failure mode is treating CRM attribution as ground truth for ad-platform performance — they measure different things.
Data Interpretation Rules
1. Ad platform conversions ≠ CRM attribution
- Ad platforms track conversions via their own pixel/SDK (view-through + click-through).
- CRM tracks attribution via UTM parameters and form fills.
- These are different systems with different data.
- A campaign can have 71 conversions in StackAdapt but 0 attributed leads in HubSpot if UTM tracking is broken — that is an attribution problem, not a campaign problem.
2. Campaign status accuracy
When analyzing campaigns, distinguish:
- LIVE = currently running and spending
- PAUSED = temporarily stopped (can be resumed)
- ENDED = completed/finished
- DRAFT = never launched
Analyze ALL campaigns regardless of status with equal depth. For spend/performance, use actual data from each campaign's lifetime — paused campaigns still have historical data worth analyzing.
3. Spend calculations
- Always use actual data from the API; never estimate or extrapolate.
- Report the exact time period of the data ("Last 90 days" — not "monthly" — unless you show the math).
- Don't convert 90-day totals to monthly without explicitly showing
total / 3 = monthly.
4. CPA accuracy
- CPA = total spend / conversions (from the ad platform).
- If the ad platform shows conversions, USE those — don't say "infinite CPA".
- If CRM shows no attribution, that's an attribution tracking problem, not a performance problem.
Standard Analysis Template
When asked to compare ad platforms with CRM, structure the response like this:
## [Platform] Performance Analysis
### Ad Platform Data (source of truth for spend & delivery)
- All Campaigns: [count with status breakdown]
- Active Campaigns: [count of LIVE]
- Paused Campaigns: [count of PAUSED — include historical performance]
- Total Spend (period): $X
- Conversions (platform-tracked): X at $Y CPA
- Campaign breakdown by status:
- LIVE: [names and spend]
- PAUSED: [names]
- ENDED: [names]
### CRM Attribution Analysis
- Contacts from this source: X
- Source breakdown:
- OFFLINE: X% (indicates tracking gap)
- PAID_SEARCH: X%
- etc.
### Attribution Gap Analysis
- Platform reports X conversions but CRM shows Y attributed leads
- Root cause: [UTM tracking missing / pixel not firing / attribution window mismatch]
- Recommendation: [specific fix]
Common Mistakes — DON'T
- ❌ "Zero trackable attribution = zero value" — wrong. Check ad platform conversions first.
- ❌ "All spend going to [channel type]" — wrong. Check actual campaign STATUS, not just type.
- ❌ "$17K/month" — wrong if the data is for 90 days. Do the math correctly.
- ❌ "Infinite CPA" — wrong if the ad platform shows conversions. It's an attribution gap, not zero performance.
Right Pattern — DO
- ✅ "Ad platform shows 71 conversions at $280 CPA, but HubSpot only attributes 3 leads to this source. This suggests a UTM tracking issue, not campaign failure."
- ✅ "Current spend is on Display/Native campaigns (8 LIVE). DOOH/CTV campaigns are all ENDED."
- ✅ "90-day spend is $19,869 (~$6.6K/month)"
When in Doubt
If data between platforms doesn't match:
- Report both numbers clearly (ad platform vs CRM).
- Identify which metric is the source of truth for what.
- Explain the likely cause of the discrepancy.
- Recommend specific fixes (UTM setup, pixel verification, etc.).
Never recommend "pause everything" based only on CRM attribution when the ad platform shows conversions. That conflates an attribution failure with a performance failure.
About this skill
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