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B2B Performance Marketing Podcast · February 25 · 13 min

22. Tracking Isn’t Telling You Everything - What your CRM misses in B2B lead attribution

Lead attribution headaches? You're not alone. In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align. You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads. Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.

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Lead attribution headaches? You're not alone.

In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align.

You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads.

Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.


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