How to attribute Google Ads in Close CRM

If you cannot tie Google Ads spend to pipeline and Closed Won in Close, you cannot scale confidently. Close is where your team measures pipeline and revenue.

When you attribute Google Ads in Close, you can connect every Lead and Opportunity back to the original campaign and keyword, compare ROAS by campaign, and prove what creates customers.

In this article, we will show how to use Attry to attribute Google Ads in Close and which reports to build for a complete picture of performance.

What is Attry?

Attry is a lightweight script you add to your site. It detects where a visitor came from, normalizes it into channels like Paid Search, Paid Social, Organic Search, and stores the data in a cookie while the visitor browses.

On form submit, Attry writes the attribution into hidden fields so it travels with the Lead into Close. It also records the first landing page and landing page group. If your forms are inside iframes, Attry’s iframe adapter injects attribution safely inside the iframe.

4 steps to attribute Google Ads in Close

Attributing Google Ads in Close is simple with Attry. Follow these steps:

1) Add UTM parameters to your Google Ads

Tag your final URLs consistently so each visit includes a clean source pattern.

https://yourcompany.com/demo?utm_medium=paidsearch&utm_source=google&utm_campaign=brand-us&utm_term=keyword-or-adgroup&utm_content=creative-a

utm_medium = paidsearch
utm_source = google
utm_campaign = campaign name
utm_term = keyword or ad group
utm_content = creative

2) Add hidden fields to your forms

Add hidden fields so Attry can write attribution on submit.

Channel
Channel Drilldown 1
Channel Drilldown 2
Channel Drilldown 3
Channel Drilldown 4
Landing Page
Landing Page Group

3) Install Attry on your site

Place the Attry snippet in the <head> so UTMs and click ids are captured before forms load.

4) Attry writes Google Ads data into the hidden fields

On submit, Attry injects the full attribution:

Channel = Paid Search
Channel Drilldown 1 = Google
Channel Drilldown 2 = Brand US
Channel Drilldown 3 = Creative A
Channel Drilldown 4 = Creative A
Landing Page = /demo
Landing Page Group = demo

5) Use the data inside Close

Once attribution is saved on each Lead, you can:

Show attribution on Leads and Opportunities so sales sees context for every inquiry.
Build dashboards that group Opportunities and revenue by campaign and keyword.
Compare CPL, CPP, and ROAS by campaign to reallocate budget.

Why Attry beats raw UTM capture

All traffic

Attry captures attribution for every lead, not just Google Ads, so you can see the full picture.

Memory

Attry stores attribution in a cookie so the original source survives browsing.

Normalization

Attry cleans inconsistent UTMs so your reports stay tidy and comparable.

Landing pages

See which first pages and sections turn visitors into customers.

Iframe support

If your forms load inside cross-origin iframes, Attry’s iframe adapter safely injects attribution inside the iframe.

Example Close reports

Leads by Channel
Monthly leads by Paid Search, Paid Social, Organic.
Pipeline and Customers by Campaign
Which campaigns create Opportunities and Closed Won.
Revenue by Keyword
Which search terms generate the most revenue.

Wrap Up

With Attry, you can attribute Google Ads to pipeline and revenue in Close and scale campaigns with confidence.