In B2B the outcome lands months after the click.

Stages come from your CRM, unchanged

Pipeline stages, qualification criteria and opportunity fields are whatever your CRM already defines. Realvertising imposes no second funnel model and renames nothing. When sales changes a definition, reporting follows on the next sync, and nobody maintains a parallel taxonomy inside an ads tool.

Optimisation signals move upstream

Once enough closed-won and closed-lost records exist for a campaign, qualified-stage and won events can be returned to the networks as the conversion their own systems optimise toward. Google and Meta keep making every bid inside their auctions; they make it against a better-defined outcome. The event definition, the value sent and the send itself are governed by the Campaign Constitution and logged.

Velocity is a channel property

Time from lead to opportunity, and from opportunity to close, is tracked per credited source, so a channel whose deals close slower at the same cost is visible. Sales capacity can be planned against pipeline credited per campaign. A surge that never reaches closed-won reads as a velocity collapse rather than a good month.