Follow the lead past the form and into the pipeline.
A form fill is where the network's visibility ends and your sales process begins. Realvertising writes the acquisition record — campaign, ad group, creative, keyword or placement — onto the lead as your CRM creates it, then reads back every stage that record reaches. Qualified, disqualified, opportunity, closed won, closed lost: each stage is a distinct outcome a campaign can be optimised toward. Cost per lead and cost per won opportunity usually rank the same channels in a different order.
Stage, not just submission
The business metrics service computes cost per lead, cost per qualified lead, cost per opportunity and cost per win from CRM stage transitions, not from platform conversion counts. A channel can be cheapest on the first metric and worst on the last. Optimising to the wrong stage is how a lead-gen budget goes wrong while every dashboard stays green.
Qualified outcomes go back to the networks
Where a network supports offline conversion import, the qualified or won stage is sent back as the conversion event with its original click identifier. The networks keep running their own auction models; they now train on an outcome worth having instead of on a form submission.
Disqualified leads are also evidence
Leads marked junk, duplicate or out-of-territory are attached to the campaign and creative credited with them, and counted separately from qualified volume. Segments where the disqualification rate runs high become suppression candidates, applied inside Campaign Constitution limits with the change logged and reversible.
In this capability
- Lead-to-win stage mapping
- Cost per qualified opportunity
- Offline conversion export
- Disqualification suppression
Attribution
The rest of Attribution
Platform vs Business Truth
Network-reported outcomes shown beside independently attributed, CRM-qualified and finance-collected ones, never merged.
Multi-Touch
Switchable credit models over one stored journey, with the splitting rule stated next to every number.
Revenue Attribution
Collected revenue, refunds and margin connected to the acquisition record, not to the platform's conversion value.
Incrementality
Experiment-derived incremental outcomes, held in their own column and never folded into model credit.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]