How Pipeline Influence Is Calculated

Influenced pipeline is the headline metric most marketing leaders care about. It answers "how much revenue is currently in play that LinkedIn ads helped create?" The calculation is straightforward but layered, so understanding each step helps you defend the number when leadership questions it.

Step 1: Match Companies

For every company that engaged with your LinkedIn ads in the lookback window, Revenue Proven attempts to match it to an account in your CRM. Matching uses domain first, then company name. Only matched companies contribute to influenced pipeline.

Step 2: Filter to Influenced Deals

For each matched account, Revenue Proven pulls every open deal in the included CRM pipelines. Deals that are already closed, whether won or lost, are not counted in pipeline. Closed-won deals appear in influenced revenue instead.

Step 3: Sum Deal Amount

The influenced pipeline value is the sum of the deal amount across every open deal on every matched account. Deals are summed using the original amount stored in your CRM for each deal.

Step 4: Apply the Lookback Window

The LinkedIn engagement that triggered the match must fall within the lookback window you have selected. A deal on a matched account counts toward pipeline only if there was a qualifying LinkedIn interaction inside that window.

What Influenced Pipeline Does Not Include

• Deals on unmatched accounts: companies that engaged with your ads but have no CRM presence.
• Deals on excluded pipelines: renewal or service pipelines you have scoped out of attribution.
• Deals that are already closed: only open deals contribute to pipeline.
• Untracked touches: word-of-mouth, organic web visits, events, and other channels Revenue Proven cannot see. Influenced pipeline is a defensible lower bound on total marketing influence, not a complete picture.

Related Reading

See "Attribution Models Explained" for the broader attribution framework and "Mapping CRM Deal Stages to Influenced Revenue" for the stage-mapping piece.