Attribution for lead-generation teams

Clicks are easy to count. Sales are what matter.

Sissel connects consented ad visits to the qualified leads and sales in your CRM. See why each result got credit, then send the conversions you choose back to your ad platforms.

Try SisselSee how Sissel works
Respects your consent setupNothing is sent without your say-soBuilt in Norway
Example journey · Details redacted

Qualified lead — p•••@example.no

Follow the visits, matches and decisions behind the result.

Example
  1. Campaign touchpoint

    Meta ad visit

    /book-demo

    · Campaign summer-pipeline

    Campaign and ad IDs observed on the landing URL.

  2. Identity evidence

    Signed form token

    The form carried the signed token from this browser session.

  3. Stage change

    Qualified lead received

    Qualified lead

    Received from CRM and linked to the same person record.

  4. Conversion delivery

    Meta conversion delivery

    Succeeded · Test

    This mapping is in Test mode, so nothing was used for optimization.

Why Meta received credit

Last non-direct · 30-day lookback · model v1

Credited

The Meta visit was the latest eligible non-direct touchpoint before the qualified outcome.

Excluded

A later direct visit carried no campaign source, so this named model did not replace the paid touchpoint.

What was checked

Workspace
Nordic demand
Site
example.no
Window
8–11 July 2026 UTC+2
Outcome
CRM qualified lead
How it works

From ad visit to qualified lead.

The full chain stays visible. You can check the result without taking a dashboard’s word for it.

01

Record the visit

When someone arrives from an ad, Sissel keeps the campaign details—after consent, if you use strict mode.

02

Match it to a lead or sale

A signed tracking token or known identifier links the visit to a result from your CRM or another source.

03

See why it got credit

Choose an attribution model, then open any result to see the touchpoint, window and evidence behind it.

04

Send it back—or don’t

Test the result with Meta or Google first. Nothing goes live until you enable it.

Attribution shows the path, not the cause

Sissel records which sources came before a result and which one received credit. It cannot tell you that an ad caused the sale.
Learn

New to attribution? Start with the basics.

Short, practical guides for following your first journey and knowing what the numbers can—and cannot—tell you.

Browse all guides

Marketing attribution for lead generation, explained

Guide 1 · Start here

Start with visits, touchpoints, outcomes and credit—using one customer journey instead of a wall of terminology.

Read guide

From ad click to qualified lead

Guide 2 · Start here

See how Sissel records a visit, links a person, receives the CRM outcome and explains the attribution decision.

Read guide

Why your marketing numbers differ

Guide 3 · Start here

Understand why ad platforms, website analytics, your CRM and Sissel can report different totals without all being wrong.

Read guide
Why Sissel

Every result comes with the full trail.

Follow the whole journey

See the visit, identity match, attribution decision and delivery in one place.

No hidden identity tricks

No browser fingerprinting, anonymous contact enrichment or identity sharing between customers. One inference is made and labelled: a visit from the same network address, close in time to a visit someone identified themselves on.

Retry without duplicates

If a conversion fails to send, you can retry it without quietly sending the same result twice.

Know what needs fixing

See whether tracking is not set up yet, short on data, delayed or genuinely failing—and what to do next.

Connections

Bring your sales data and ad data together.

Bring in leads and sales through a CRM connector, Zapier or the public API. Add campaign data, then choose which conversions are sent back.

See integrations

Leads and sales

CRM records, form systems, server events and Zapier

Campaigns and spend

Campaign structure and spend from Meta and Google

Conversion feedback

The results you choose, tested before anything goes live

Your data

Measure more without collecting everything.

Sissel keeps the consent state with every event. In strict mode, no consent means no collection. Connecting an ad account never starts sending conversions on its own.

Consent-awareNo fingerprintingNo cross-customer identity
Read how data is handled

What Sissel leaves alone

Things we do not collect, infer or send automatically.

  • Browser or device fingerprinting
  • Anonymous visitor contact enrichment
  • Identity sharing between customers
  • Opaque multi-touch credit allocation
  • Sending every observed event without review

Try it alongside your current setup.

Compare results in Test mode before you send a production conversion. Your existing Meta Pixel and Google tag can keep running.

Try Sissel