Attribution basics: how Revenue Proven measures influence

Attribution is the practice of connecting an advertising interaction to a business outcome. This guide explains how Revenue Proven links LinkedIn engagement to CRM deals and what the resulting numbers represent.

Company Insights table showing engagement metrics per account — Company Insights shows influenced pipeline and revenue for every matched account across the selected lookback window.

How matching works

Revenue Proven pulls company-level engagement signals from LinkedIn using the Ad Analytics API with pivot=MEMBER_COMPANY. It then attempts to match those companies to accounts in your CRM through a two-stage process: first a domain-based match comparing company website URLs, then a fuzzy name match for companies that do not share a recognisable domain. When a match is confirmed, Revenue Proven links the LinkedIn engagement history to that CRM account and any open or closed deals beneath it.

Domain matching is the most reliable method. Make sure your CRM account records include website URLs.
Fuzzy name matching uses a similarity score and should be treated as a strong signal rather than a certain match.
Unmatched companies appear in Company Insights with a grey indicator and can be hidden 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 gives a different view of recency. The 7-day window surfaces the hottest accounts right now. The 180-day window is valuable for enterprise sales cycles with long consideration periods. Switching between windows on the Company Insights page immediately updates both the engagement data and the influenced pipeline calculation.

Influenced pipeline and influenced revenue

A deal is counted as influenced if the associated CRM account had at least one LinkedIn ad impression during the selected lookback window. Influenced pipeline sums the value of open deals linked to influenced accounts. Influenced revenue sums the value of closed-won deals. Neither metric claims that the ad caused the deal; it shows that advertising was present and active during the deal lifecycle — which is the standard B2B attribution model used across most enterprise marketing teams.