Closed-Loop Reporting
Every attributed conversion, matched to closed revenue.
A lead attributed is not a customer acquired. Closed-loop reporting carries attribution all the way through to revenue — so you see which attributed conversions turned into actual closed business.
What It Is
Attribution that doesn't stop at the conversion.
Most reporting ends the moment a conversion fires. That leaves the most important question unanswered: did the conversion you optimized against actually become revenue?
Closed-loop reporting connects every attributed conversion to its outcome. Atrilyx pulls closed-deal data from your CRM — HubSpot, Salesforce — and backend sales data from commerce platforms like Shopify, then matches each attributed conversion one-to-one against the record it became. The number you manage media against is the number that closed, not a proxy for it.
What’s included
- Closed-deal data pulled from CRMs like HubSpot and Salesforce
- Backend sales data from commerce platforms like Shopify
- Every attributed conversion matched one-to-one against the CRM record it became
- Direct, indirect, and assisted conversions kept distinct, never conflated
- Reporting filtered to primary goals; secondary goals tracked but excluded from headline counts
- Audit-ready, exportable conversion records
How It Works
Not modeled. Not estimated. Matched.
Every conversion is stitched to its full path and matched one-to-one with the CRM. You can verify conversion data against real business outcomes and filter by campaign, network, device, or keyword.
Because the match is one-to-one rather than modeled, budget decisions rest on what actually closed — which is what makes attribution disputes resolvable instead of perpetual.
Common Questions
What is closed-loop reporting?
Closed-loop reporting is the practice of carrying attribution all the way through to revenue. Instead of stopping at the conversion event, it matches every attributed conversion against the CRM record it became, so you can see which marketing-attributed leads actually turned into closed business rather than assuming a lead is the same as a customer.
How is an attributed conversion different from a closed customer?
A lead attributed is not a customer acquired. An attributed conversion means a touchpoint drove an action — a form fill, a call, a sign-up. A closed customer means that action became revenue. Optimizing against attributed conversions alone can scale campaigns that generate volume without generating customers. Closed-loop reporting reconciles the two so budget follows revenue, not lead counts.
How does Atrilyx match conversions to the CRM?
Atrilyx pulls closed-deal data from CRMs like HubSpot and Salesforce and backend sales data from commerce platforms like Shopify, then matches every attributed conversion one-to-one against the record it became. Not modeled, not estimated — matched. Each conversion is stitched to its full path across channels, so conversion data can be verified against real business outcomes and audited by campaign, network, device, or keyword.
Why does closed-loop reporting change budget decisions?
Because it grounds decisions in what actually closed rather than what a network reported. When attributed conversions are reconciled against closed revenue, the channels that produce customers become visible and defensible, and the channels that produce volume without revenue stop quietly absorbing budget.