Name: Fibbler Cross-Channel Attribution
Brand: Fibbler

Question 1

What is cross-channel attribution in Fibbler?

Accepted Answer

Fibbler compares LinkedIn Ads, Google Ads and Meta Ads in one table, on the same rule: a deal counts toward a channel if someone at the company clicked one of its ads before the deal was created. For each channel you see ad spend, cost per deal, pipeline and deal size, and for won deals also revenue, sales cycle and win rate. Google Ads is split into branded and non-branded search, and you can click any row to see the deals behind it.

Question 2

Why does Fibbler compare channels on clicks?

Accepted Answer

Clicks are the one thing LinkedIn, Google and Meta can all see. LinkedIn also reports companies that saw an ad without clicking, but Google and Meta don't, so counting views would make LinkedIn look cheaper by design. The LinkedIn deals that met your attribution settings without a click are still shown next to the LinkedIn row, and you can switch them into the comparison.

Question 3

Does Fibbler split credit between LinkedIn Ads, Google Ads and Meta Ads?

Accepted Answer

No. A deal where people clicked ads on more than one channel counts on each of those rows, and the totals count every deal once. Fibbler doesn't invent a split between the channels.

Question 4

Does it show that the ads caused the deals?

Accepted Answer

No. It shows which deals had an ad click before they were created and what those deals look like. That's useful for comparing channels on the same terms, but it's not proof that an ad created a deal.

Question 5

What do you need to use it?

Accepted Answer

You need LinkedIn Ads and Google Ads connected along with a CRM such as HubSpot, Salesforce, Attio or Pipedrive. Meta Ads is optional and gets its own row when it's connected.

Where should your next
ad dollar go?

Three questions it answers

What does a deal cost on each channel?

Are the deals any good?

Building awareness, or catching it?

Make the next budget call on real numbers