Marketing attribution in a Google Sheet
The ad account shows clicks, the CRM shows orders, and nothing connects the two. This scenario attaches the traffic source to every order and collects it all in one sheet.
How it works
- A new order
Your CRM or shop passes the order: amount, items, customer contact.
- Where the customer came from
The scenario takes the tracking parameters your site stored with the enquiry and matches them to the order.
- A row in the sheet
Date, amount, campaign, source, items — one row. After a month the sheet holds what neither the ad account nor the CRM has on its own.
What you need to connect
- The CRM or shop the orders come from.
- A Google Sheet to collect the rows.
- Tracking parameters on your site, so the enquiry records where the customer came from.
What a run looks like
Analytics is only worth having if you can trust it. The history shows every order that made it into the sheet and every one that did not, with the reason: no tracking parameters, an empty amount from the CRM, a rejected write.
Gaps in the data show up immediately rather than a quarter later, once budget decisions have already been made on those numbers.
What it costs
One order is one run. A shop with three hundred orders a month fits the free tier; a thousand orders a day is the Pro plan.
The essentials, briefly
Do I need a separate analytics system?
No. A Google Sheet is enough — pivots and charts are built there with the ordinary tools.
What if an order has no tracking parameters?
The row still lands in the sheet, marked “source unknown”, so you see the real share of untracked traffic.
Can ad spend be added?
Yes, as one more step: the scenario writes spend from the ad account onto a second tab, and cost per order is calculated in the sheet.