Spend on one side, pipeline on the other, evidence in between.
The platforms report clicks. Leadership asks about revenue. Twine connects the two through your CRM: leads and accounts matched, opportunities tracked after engagement, and every number carrying its source and its freshness.
Form fills are not the finish line. Qualified is.
A campaign that fills the top of the funnel with junk looks great in the platform and terrible in the pipeline. Twine matches leads and companies to HubSpot or Salesforce and grades outcomes on CRM evidence: lifecycle stage, opportunity status, deal value. Not on what the ad platform congratulates itself for.
- Leads graded where they land. A qualified opportunity counts. A bounced form fill does not.
- Companies matched honestly. Clear identities are matched; ambiguous ones are listed for cleanup, not guessed.
- Suppression follows. Customers and open deals stop seeing acquisition spend.
Follow the dollar past the click.
Attribution usually stops where the platform’s report ends. Twine keeps following: which campaigns the engaged accounts saw, which opportunities opened afterward, and how those opportunities have moved since. Stage progression is tracked over weeks, because pipeline is built over weeks.
Engaged and non-engaged target accounts are compared side by side, so you can see whether advertising is associated with faster movement, not just more activity.
The metrics leadership actually asks for.
Cost per qualified lead. Cost per opportunity. Pipeline influenced per advertising dollar. Twine computes them from the CRM join and keeps them on the same record as the decisions that produced them, so the quarterly report is assembled from evidence instead of rebuilt from exports.
- One set of numbers. Finance, sales, and growth read the same figures with the same definitions.
- Straight into the QBR. The report is built from the record, with pending results labeled pending.
Every number says where it came from.
Attribution loses arguments when nobody can say how a number was made. Twine keeps the provenance attached: platform-reported data, CRM records, and inferred matches stay visibly separate, with freshness and reporting delays shown instead of smoothed over.
That is the trade Twine makes on purpose: slightly less flattering numbers that survive the CFO’s second question.
See what your spend is producing. Start with the free audit.