For Pipedrive
Export won deals and match them to the ads, calls and referrals behind them — including the sources Pipedrive only records as a text field.
No API key Nothing to install in Pipedrive No card required
The gap
Pipedrive's source field is whatever the rep typed. It is not a campaign, it has no cost attached, and nobody has ever checked it against what closed.
What was sold, to whom, and for how much.
The click, the keyword, the call, and what each one cost.
The file
Three things carry the match: who, how much, and when. Anything else is optional and only changes how the report can be sliced.
The person linked to the deal. Pipedrive keeps people and organisations separately, and the person is the one who can be matched.
The won value. If you discount heavily, export the final value rather than the original.
The date the deal was marked won, used consistently across uploads.
Keeps new business, upsell and renewal pipelines from averaging into one cost per deal.
Step by step
Written for somebody with Pipedrive open in the next tab. Report names vary by edition, so each step says what to look for.
Build a filter for won deals over your chosen period and add the person's email and phone to the visible columns.
Deals closing this quarter were created in earlier ones. If the file starts where the quarter starts, most rows will have no enquiry to match to.
Organisation name alone cannot be matched. The email or phone on the linked person is the key.
Confirm the suggested mapping or set it by hand. Nothing is inferred without you seeing it first.
Ad exports, call tracking, referral lists, outbound sequences — each becomes a source file and is ranked on won revenue.
What comes back
Revenue by channel, the count of sales behind each figure, and an honest bucket for the ones nobody could trace. Sample figures, from the worked example on the B2B SaaS page — not from a Pipedrive account.
| Channel | Share | Sales | Revenue |
|---|---|---|---|
| Google Ads | 18 | $720,000 | |
| LinkedIn Ads | 21 | $930,000 | |
| Email marketing | 12 | $420,000 | |
| Direct / Unknown | 24 | $930,000 |
Unmatched sales stay in Direct / Unknown. They are never spread across the paid channels to make the total look better.
The argument
Almost every Pipedrive account has a source field on the deal or the person, and almost none of them are trustworthy. It is filled in by a rep at the moment of creation, from a list somebody wrote two years ago, based on what the prospect said when asked how they found you — and prospects genuinely do not remember.
The field is not useless. It is a sales-side hypothesis. What it cannot do is carry a cost, distinguish a campaign from a channel, or survive contact with the question of what the source actually earned.
Reconciling won deals against the source exports replaces the hypothesis with a join. The person who signed in September either appears in August's ad-click list or they do not. Where the rep's field and the match disagree, both are shown — that disagreement is usually more informative than either one alone.
Pipedrive's typical customer is a team small enough that nobody owns reporting and large enough that the ad spend matters. The result is that channel decisions get made on impressions of what is working, and those impressions are formed by whichever deal closed most recently and most loudly.
Two file uploads produce a ranked table instead. It is not a data project and it does not require anybody to change how they use the CRM.
Two channels can produce the same number of won deals while one of them also produced forty lost ones that consumed a month of the team's time. Won-deal revenue alone rates them equally.
Export lost deals too, with a status column, and the report can show win rate by channel alongside revenue. For a small team where selling capacity is the real constraint, that is frequently the more actionable half.
There is no app to authorise, no tracking code, and no change to your pipeline configuration. The method works from records the CRM already holds because the sales team kept them for their own reasons.
That also means last year works. You do not need to have been instrumented at the time, which is the usual reason attribution projects start producing useful output two quarters after somebody decides to do one.
The output is a short list: channels ranked by won revenue, with the deal count behind each and an honest unattributed bucket. On a small team the useful action is usually one of three things, and all of them are cheap.
Shift budget from a channel producing volume to one producing value. Change what the team responds to first, because the report shows which source's deals actually close. Or stop paying for something entirely, which is the hardest decision to make on impressions and the easiest to make on a revenue table.
None of those needs a project. They need one number that somebody trusts, which is what the reconciliation produces.
Fair questions
This checks that field against what actually closed, and adds the campaign and the cost behind it. Where the two agree you have gained confidence; where they disagree you have learnt something.
Then the cost of misallocating a channel is a larger share of your budget, not a smaller one.
The match needs a person with an email or phone, a value and a date. Everything else about how you use it is irrelevant.
Won deals with the linked person's email or phone, the deal value, and the won date.
Person. An organisation name cannot be matched to a click or a call; a person's email or phone can.
Yes, if you export lost deals as well with a status column.
Yes, with a pipeline column, so new business and renewals are not blended.
Two sales cycles at minimum, so deals closing now have their enquiries in the file.
No. It is a CSV export and upload.
Yes — a referral list is a source file and is ranked on won revenue like any other.
They cannot be matched and are reported as unattributed rather than guessed at.
Yes. Every match is auditable and reversible, and workspaces carry seats.
Encrypted in transit and at rest, isolated per workspace, deletable in one click, DPA available.
About as long as the two exports do. There is no configuration step between uploading and reading.
Yes. Most small teams re-upload once a month, which is a five-minute job once the mapping is saved.
Yes, if they carry a person with a contact detail and a date. A call log or a form submission list works the same way.
Add a product or deal-type column so the report does not average two businesses into one cost per deal.
Yes, as CSV, which most small teams paste into whatever they already report from.
By trade
What the report looks like once the export is in, written for each one.
Other systems
Running more than one system, or comparing? The method is the same and the columns are not.
Pipedrive and the other product names and logos on this page belong to their owners and are shown to identify the software a file comes from. CloseRev is not affiliated with or endorsed by them, and connects to none of them: it reads a file you export.
Start today
Nothing to install in Pipedrive, no API key, and no need to have been tracking anything until now. Last year works as well as this month.
