Attribution gap calculator
Add up the conversions your ad platforms claim, compare them with the leads your CRM actually received, and see how much the platforms overlap. It runs in your browser; nothing is sent anywhere.
Overclaim
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- Platforms claim
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- CRM received
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- Claimed per closed deal
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Pre-filled with example figures. Replace them with your own.
What the gap includes
The difference between what the platforms claim and what the CRM received is mostly double-counting: one person touched by two platforms is claimed by both. It can also include conversions that are not leads (a page view counted as a conversion), and timing differences from each platform's attribution window. If the CRM shows more leads than the platforms claim, tracking is losing conversions, often to consent choices, ad blockers or forms that don't fire an event.
Why this happens is covered in Meta and Google both claim the same conversion and why your ad platforms don't agree with your CRM. Sharing the credit fairly is what attribution models are for.
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