Budget that follows pipeline stages, not form fills.

Opportunity stages become the optimisation target

Marketing-qualified, sales-accepted, opportunity and won are configured as separate outcomes with separate values. Channels are assigned the stage their recorded outcomes actually reach, and the budget engine reports cost per stage against your CRM records rather than against platform conversion counts.

Stage-weighted conversions uploaded back to the networks

Once an opportunity is accepted or closed, that outcome is sent to Google, LinkedIn and Microsoft as an offline conversion carrying the value your finance system recorded. The networks then have a late but real signal to bid against inside their own auctions, instead of a form submission from six months earlier.

Existing customers and open deals suppressed

Audience lists are built from CRM state: current customers, accounts with an open opportunity, accounts outside your defined profile, domains sales has already disqualified. Those lists are maintained continuously and pushed as exclusions, so spend stops landing on companies you are already talking to.

Credited revenue and caused revenue stay separate

Attribution assigns credit for a won deal under the rule you chose, and long-cycle B2B journeys make that rule consequential. Where the question is whether the spend changed the outcome at all, a geo holdout or a paused-cell test is run and read out on its own terms, and both results are shown without being reconciled into one figure.