Built for teams that need attribution the CFO trusts

The CRM where UTM parameters survive from the first click to closed-won revenue, not just to the form submission.

Marketing attribution lives or dies on whether UTM parameters survive the handoff from capture to pipeline to closed-won. Strkr captures UTM natively, binds parameters to the record, propagates through pipeline stages, and surfaces revenue attribution with first-touch, last-touch, and multi-touch models.

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What this audience is actually dealing with

The pains that bring buyers here.

Every marketing leader has had the same conversation with the CFO: show me which campaigns produced closed-won revenue. the answer in most legacy stacks is that attribution breaks somewhere between the landing page and the deal record. The pain points below are what Strkr onboarding hears on every intake call with a growth team evaluating attribution.

The webhook attribution drop

UTM parameters that disappear at every hop.

A standard stack passes submissions through a form builder, a Zap, and a CRM webhook. Some UTM parameters drop at each hop. The pipeline record arrives with partial attribution. Strkr captures UTM natively on first click and binds parameters directly to the pipeline record without intermediate hops. Attribution survives through closed-won.

The pipeline stage flip

Attribution that stays on the lead but not on the deal.

Some stacks preserve attribution on the lead record but drop it when the lead advances to opportunity or deal. The closed-won revenue tie breaks. Strkr propagates the UTM payload through every pipeline stage so the deal record 180 days later still carries the first-touch UTM for revenue attribution.

The multi-touch question

Was it the webinar, the whitepaper, or the demo request.

A B2B buyer touches 6 to 11 marketing surfaces before closed-won. First-touch and last-touch attribution miss the full story. Strkr captures every touch (page view, form submission, email open, email reply, demo request, event attendance) and surfaces first-touch, last-touch, linear, time-decay, and position-based attribution models.

The channel attribution gap

Google Ads, Meta, LinkedIn, email, direct, organic.

A standard setup can tell you Google Ads produced 42 submissions. It cannot tell you Google Ads produced $340,000 in closed-won revenue because the CRM lives in a different tool. Strkr reports closed-won revenue by channel, by campaign, by ad group, by keyword with first-touch, last-touch, and multi-touch credit models.

The ad platform optimization

The ad platform optimizes to form submissions, not revenue.

Google Ads, Meta, and Microsoft Ads bid optimization runs on conversion events. If the events are form submissions the platform bids toward submissions. If the events are closed-won revenue the platform bids toward revenue. Strkr writes conversion events back to Google Ads, Meta Conversions API, and Microsoft Ads with pipeline stage changes so the platform optimizes toward actual revenue.

The attribution tool subscription

Dreamdata, Attribution App, Bizible costing $2K per month.

Dedicated attribution tools (Dreamdata, Attribution App, Bizible/Adobe Marketo Measure, HockeyStack) run enterprise contracts around $2K to $12K per month on top of the marketing automation and CRM stack. Strkr runs native attribution with first-touch, last-touch, and multi-touch models included in the standard seat price. The dedicated attribution subscription closes.

The attribution capture layer

Every signal from first click to form submit.

Attribution starts with signal capture. Strkr captures UTM parameters, click identifiers, referrer data, and behavioral events from first visit through form submission. The cards below walk through the capture layer and how it survives to the pipeline record.

UTM parameters

Source, medium, campaign, content, term.

Strkr captures the five UTM parameters on first click into a session cookie. The cookie persists through subsequent page views so parameters survive a multi-page journey. The data holds for 30 days by default, tunable per tenant up to 365 days for long B2B cycles.

Click identifiers

gclid, fbclid, msclkid, li_fat_id.

Strkr captures platform-specific click identifiers (Google Ads gclid, Meta fbclid, Microsoft Ads msclkid, LinkedIn li_fat_id, X twclid, TikTok ttclid). The identifiers tie back to the ad platform click record for cost-per-closed-won analysis and conversion event writeback.

Referrer tracking

Where the visitor came from.

Strkr captures the referrer URL on first click (search engine result, LinkedIn post, Reddit thread, YouTube link, direct). Organic search queries capture where available. The referrer attribution feeds channel reporting (organic search, paid search, social, direct, referral, email, affiliate).

Landing page URL

Which page the visitor arrived on.

Strkr captures the landing page URL on first click. The landing page attribution feeds per-page reporting (which pages produce submissions, which pages produce closed-won revenue). For teams running A/B tests the landing page variant attribution surfaces per-variant conversion.

Behavioral events

Page views, scroll, time, event.

Strkr integrates with event tracking (Google Analytics, Segment, custom event tracking) through the standard webhook spec to pull page views, scroll depth, time on page, and custom events into the retrieval index. The behavioral signal feeds the fit score and the multi-touch attribution.

Session persistence

Multi-touch across devices.

For returning visitors Strkr persists session attribution across devices through a persistent cookie plus email-based identity resolution. A visitor who first touched on desktop at a conference and submitted on mobile two weeks later surfaces as a single multi-touch journey rather than two anonymous sessions.

The attribution models

First-touch, last-touch, multi-touch credit.

Attribution means little without an attribution model. Strkr runs five standard credit models across the pipeline so the marketing team can view the same closed-won revenue through different lenses. The cards below walk through the models.

First-touch attribution

Full credit to the first interaction.

First-touch attribution assigns 100 percent of the closed-won revenue to the first campaign touch. The model answers which campaigns start the buying journey. Useful for top-of-funnel budget decisions on brand awareness and demand creation campaigns.

Last-touch attribution

Full credit to the final interaction.

Last-touch attribution assigns 100 percent of the closed-won revenue to the final campaign touch before closed-won. The model answers which campaigns close the deal. Useful for bottom-of-funnel budget decisions on demo request and free-trial campaigns.

Linear attribution

Equal credit to every touch.

Linear attribution assigns equal credit to every touch in the buying journey. A deal with six touches gets 16.67 percent credit per touch. The model answers which campaigns contribute to the journey overall. Useful for mid-funnel nurture campaigns that do not drive immediate close.

Time-decay attribution

More credit to touches closer to close.

Time-decay attribution assigns weighted credit with later touches receiving more credit than earlier ones. A seven-day half-life distributes credit along an exponential decay. The model answers which campaigns build momentum toward close.

Position-based attribution

40 percent first, 40 percent last, 20 percent middle.

Position-based attribution assigns 40 percent credit to first-touch, 40 percent credit to last-touch, and 20 percent credit distributed across middle touches. The model answers which campaigns start and close the journey while recognizing the middle touches that keep the deal moving.

Custom credit model

Tenant-defined weights.

For teams with specific attribution philosophies Strkr supports custom credit models with tenant-defined weights per touch type (webinar 25 percent, whitepaper 10 percent, demo request 35 percent, other 30 percent). The admin configures the model in the admin console and reports surface the attribution accordingly.

The reporting and writeback

Where attribution surfaces and how it feeds optimization.

Attribution has to surface in reports the marketing team uses daily and in writeback events the ad platforms consume for bid optimization. The cards below walk through the reporting surfaces and the ad platform integration.

Revenue by campaign

Dollars, not submissions.

The attribution reporting view ties closed-won revenue to the campaign level with first-touch, last-touch, and multi-touch credit models. Marketing sees which campaigns produced revenue by segment, by cycle time, by average deal size. The CFO sees the same numbers in the quarterly budget review.

Revenue by channel

Paid search, paid social, organic, direct.

The channel attribution view rolls up revenue by channel (paid search, paid social, organic search, direct, email, referral, affiliate, offline). The marketing team sees channel ROI including cost-per-closed-won for paid channels. Budget shifts to high-ROI channels run off this view.

Cost per closed-won

The ad spend ratio that matters.

Strkr pulls ad spend from Google Ads, Meta, and Microsoft Ads through the standard integration surface and calculates cost per closed-won by campaign. The marketer sees the actual acquisition cost per deal, not the cost per form submission. Budget decisions reflect real economics.

Google Ads writeback

Conversion events to Google Ads.

Strkr writes closed-won conversion events back to Google Ads through the standard Google Ads conversion API. Events include conversion value (deal size), conversion time (close date), and the gclid for the originating click. Google Ads smart bidding optimizes toward actual revenue instead of form submissions.

Meta Conversions API

Server-side events to Meta.

Strkr writes conversion events to Meta Conversions API with server-side event delivery that bypasses browser privacy restrictions. Events include conversion value, event time, and the fbclid for the originating click. Meta bid optimization runs on actual revenue signals.

Multi-touch journey view

The full buying journey mapped.

After closed-won Strkr renders the multi-touch journey view showing every touchpoint (page view, form submission, email open, reply, call, meeting, demo) tied to closed revenue. The marketer sees actual buying journey length (median 42 days for mid-market SaaS, 11 days for professional services) and the touchpoints that drove progression.

Head-to-head

Strkr vs a dedicated attribution tool.

The comparison below is Strkr native attribution posture versus a dedicated attribution tool (Dreamdata, HockeyStack, Attribution App) layered on top of a legacy CRM.

Feature Strkr Legacy CRM + dedicated attribution tool
UTM capture native on first click Yes with session persistence. Yes but through webhook.
Click identifier capture gclid, fbclid, msclkid, li_fat_id. Varies by tool.
Attribution survives pipeline stage flip Yes natively. Requires tool-specific config.
Attribution models First, last, linear, time-decay, position. Yes with enterprise tier.
Custom credit model Admin configures in GUI. Varies.
Google Ads writeback Native conversion API. Yes.
Meta Conversions API Server-side events. Yes.
Cost per closed-won calculation Native with ad spend tie. Yes.
Separate subscription required No, included. Yes, $2K to $12K per month.
Implementation timeline 18 to 28 business days. 45 to 90 days typical.
How teams use Strkr

Five marketing attribution playbooks.

The playbooks below are patterns Strkr onboarding sees across teams adopting marketing attribution.

Pattern A

The 42-rep SaaS team rebuilding attribution.

A 42-rep SaaS team ran Salesforce plus Marketo plus Bizible with attribution breaking at the Marketo-Salesforce boundary. The CFO had been running budget conversations on gut feel. Strkr onboarding ran a 32-business-day migration consolidating onto Strkr with native attribution. First-touch and multi-touch attribution landed on the standard reporting view. Marketing budget conversations moved to data. Bizible subscription closed on day 60.

Pattern B

The 24-rep agency with multi-client attribution.

A 24-rep demand gen agency ran landing pages for 11 client accounts across Unbounce and Instapage with HubSpot Marketing Hub. Attribution drift broke client reporting. Strkr onboarding migrated the clients to per-client Strkr tenants with native attribution. Attribution survived to closed-won for each client. The agency rolled up multi-client attribution reporting through the standard reporting API.

Pattern C

The 11-rep startup with cost-per-closed-won.

An 11-rep startup running Google Ads and Meta Ads optimized bidding toward form submissions. The team wanted to shift to cost-per-closed-won optimization. Strkr onboarding wired the Google Ads conversion API and Meta Conversions API writeback. Google and Meta smart bidding adjusted within three weeks. Cost per closed-won dropped 24 percent as low-converting form submission campaigns deprioritized naturally.

Pattern D

The 85-rep enterprise with multi-touch rebuild.

An 85-rep enterprise with sophisticated marketing operations ran Dreamdata on top of Salesforce for multi-touch attribution at $8,500 per month. Strkr onboarding consolidated the attribution layer natively. Multi-touch attribution landed on the standard reporting view with the five standard models plus a custom credit model matching the firm attribution philosophy. The Dreamdata subscription closed, saving $102,000 per year.

Pattern E

The B2B SaaS with long cycle attribution.

A B2B SaaS vendor with a 180-day median deal cycle had attribution signals decaying before closed-won. The default 30-day UTM cookie window missed first-touch attribution on long cycles. Strkr onboarding configured the cookie window to 365 days. Multi-touch journeys showed 11 touches average with the webinar series driving the top of funnel and the demo request driving the close. Budget shifted to webinar production and demo flow optimization.

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Book a 30 minute call. We will walk through the attribution capture, the five credit models, and the ad platform writeback with your actual campaign structure and cycle length.

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Common questions

What buyers in this bucket ask most.

How does Strkr attribution work end to end?

On first click Strkr captures UTM parameters, gclid, fbclid, msclkid, referrer URL, and landing page URL into a session cookie. On submit the parameters bind to the prospect record as a structured payload. As the record advances through pipeline stages the UTM payload stays attached. On closed-won Strkr renders attribution with first-touch, last-touch, linear, time-decay, and position-based credit models. The reporting view ties closed-won revenue to campaigns, channels, keywords, and specific landing pages. Strkr writes conversion events back to Google Ads, Meta CAPI, and Microsoft Ads so platforms optimize toward actual revenue.

Can we use custom attribution credit models?

Yes. For teams with specific attribution philosophies Strkr supports custom credit models with tenant-defined weights per touch type. For example, webinar 25 percent, whitepaper 10 percent, demo request 35 percent, direct outreach 30 percent. The admin configures the model in the admin console with declarative weights. Reports surface the attribution with the custom model alongside the five standard models. Teams can run multiple custom models in parallel for comparison.

How does Strkr handle long B2B deal cycles for attribution?

For teams with long B2B deal cycles (90, 180, 365 days) the default 30-day UTM cookie window misses first-touch attribution. The admin can configure the cookie window up to 365 days to capture long buying journeys. The retrieval index persists all touchpoints for the lifetime of the record, so multi-touch attribution surfaces the full journey from first touch to closed-won regardless of cycle length. For teams with cycles beyond 365 days the behavioral event ingest covers the pre-UTM touches through standard webhook spec.

What does Strkr cost compared to Dreamdata, HockeyStack, or Bizible?

Strkr runs flat per seat at $29 on Starter, $59 on Pro, and $119 on Scale per user per month, with a 14-day trial. Attribution is included at every tier without a separate add-on. For a 14-user team on Pro the monthly spend runs $826 for seats. Dreamdata runs enterprise contracts $1,500 to $12,000 per month layered on top of CRM and marketing automation. HockeyStack runs $699 to $2,500 per month. Bizible (Adobe Marketo Measure) runs enterprise contracts starting around $2,500 per month. Strkr delivers native attribution without the separate subscription.

How does the ad platform writeback actually work?

Strkr writes conversion events to Google Ads through the standard Google Ads conversion API, to Meta through the Conversions API (server-side event delivery), to Microsoft Ads through the Universal Event Tracking API, and to LinkedIn through the Conversions API. Events fire on pipeline stage changes (SQL, opportunity, closed-won) with conversion value (deal size), conversion time (close date), and the originating click identifier (gclid, fbclid, msclkid, li_fat_id). Each platform optimization adjusts bids toward actual closed-won revenue instead of form submissions typically within three weeks.

What happens to attribution for anonymous visitors who do not fill a form?

Strkr tracks anonymous visitor sessions through the standard cookie-based tracking. Session attribution persists across devices for returning visitors through persistent cookie plus email-based identity resolution on subsequent form fill. Anonymous visitor volume feeds the campaign reporting (which campaigns drove visitor traffic, which pages had highest engagement). Attribution to closed-won revenue requires the visitor to eventually submit a form; anonymous volume is reported separately as top-of-funnel signal.

What is the compliance posture for attribution tracking?

Strkr is GDPR and CCPA compliant today. Attribution tracking requires visitor consent through the standard cookie consent banner (configurable per tenant). Visitors who decline cookies get a session-only track without persistence. Visitors who accept get the full attribution cookie set. The retrieval index clears when the underlying record deletes per data subject rights. The audit log captures every attribution event. For regulated enterprise customers the attribution subsystem is in scope for SOC 2 Type II target 2026-Q4.

Also built for

Related audiences.

Marketing Marketing CRM Marketing Automation Marketing Agencies Landing Page CRM Lead Capture CRM

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