Attribution basics: how Revenue Proven measures influence
Learn how Revenue Proven matches LinkedIn ad engagement to CRM accounts, which lookback windows are used, and what influenced pipeline and revenue actually mean.
Attribution is the process of connecting an ad interaction to a business outcome. This guide explains how Revenue Proven does that matching and what the numbers in your dashboard represent.
How matching works
Revenue Proven pulls company-level engagement signals from LinkedIn using the Ad Analytics API at the organization level. It then attempts to match those companies to accounts in your CRM using a two-stage process: first a domain-based match (comparing company websites), then a fuzzy name match for any companies that do not share a recognisable domain. When a match is found, Revenue Proven links the LinkedIn engagement history to that CRM account.
- Domain matching is the most reliable method. Make sure your CRM account records include website URLs.
- Name matching uses a fuzzy similarity score and is best treated as a strong hint rather than a certain match.
- Unmatched companies appear in Company Insights with a grey indicator. You can hide or show them using the filter bar.
- Revenue Proven re-runs matching after every sync, so new CRM accounts are picked up automatically.
Lookback windows
Revenue Proven tracks engagement across five rolling lookback windows: 7, 30, 60, 90, and 180 days. Each window gives you a different view of recency. The 7-day window shows the hottest accounts right now. The 180-day window is useful for enterprise cycles with long sales periods.
Influenced pipeline and revenue
A deal is counted as influenced if it was created or closed during a period when the associated account had at least one LinkedIn ad impression within the selected lookback window. Influenced pipeline sums the open deal values. Influenced revenue sums the closed-won deal values. Neither metric claims that the ad caused the deal; it shows that advertising was present during the deal lifecycle.