Jessica Andrews
VP Marketing
Like many marketers, attribution keeps me up at night. Traditional attribution models often over-credit the final touchpoint—like SEM—while undervaluing top-of-funnel efforts, like that LinkedIn campaign we all know deserves a shoutout.
And it’s frustrating.
We know these early touchpoints are building awareness and trust, but proving their value? That’s where things get tricky.
How exactly am I supposed to explain to stakeholders that Linkedin was a big deal in driving revenue when the data doesn’t back me up? How do we show that Linkedin planted the seed that led to conversions weeks later? How do you convince your team to invest in campaigns that don’t have flashy immediate results?
The battle between the top and bottom of the funnel
For years, many marketers have been caught in a tug-of-war, stuck relying on last-click or single-touch attribution. Sure, these models are great for tracking direct conversions, but they completely miss the bigger picture.
Think about it: a prospect might first discover your brand through a Linkedin post, casually browse your website weeks later, and only convert after a Google Search. But, that Linkedin interaction? It’s usually invisible or non-existent in traditional attribution models.
Some advanced tools can identify Linkedin’s role (or other top-of-funnel efforts) in a conversion, but they usually come with sky-high costs that leave smaller teams out of the game.
Ultimately, without affordable and accurate visibility, this can lead to underinvestment in the campaigns that truly build awareness, drive long-term growth, and create long-term relationships.
Instead of doubling down on strategies that spark awareness and build relationships—like, being able to put more investment into content marketing or social engagement—marketers are caught in a cycle that keeps them focused on funneling resources into short-term performance campaigns.
But, Fibbler’s set to change that.
Introducing the Fibbler x Copper CRM integration
Over the past few months, Copper has been working with Fibbler, a tool that helps identify the pipeline and revenue that was influenced by your LinkedIn campaigns.
With Fibbler and Copper, you can:
See which companies are viewing and interacting with your LinkedIn ads
Track the full customer journey from that first LinkedIn click all the way to opportunity to conversion
Calculate exactly how much pipeline and revenue Linkedin is driving for your business
*Coming soon: Sync impressions engagements and clicks from LinkedIn to Copper company records
Real results: Copper’s success with Fibbler
Last year, we decided to double down on Linkedin posts and campaigns to connect with our ideal customers earlier in their journey. And it worked.
But, while better leads started flowing into our pipeline, attribution metrics continued to point to SEM as the "closer," making it difficult to justify our top-of-funnel efforts.
That’s when we turned to Fibbler. By integrating it with our own Copper CRM account, we uncovered the truth: LinkedIn was driving far more value than we realized. Our 2024 return on ad spend from LinkedIn reached nearly $7—four times higher than our SEM Ads. While Google seals the deal, LinkedIn was the key to getting us noticed by the right customers in the first place.
In addition, Fibbler also surfaces companies that are engaging with our campaigns. We’re currently using this information to make sure we’re reaching the right companies, but in the future we hope to run some outbound campaigns, too.
With Fibbler, we’ve gained the clarity and confidence to invest in the strategies that drive long-term growth.
Ready to prove Your marketing impact?
If attribution has been keeping you up at night, it’s time to explore tools that offer real solutions. With Fibbler and Copper CRM, you can finally connect your top-of-funnel campaigns to real revenue—helping you make smarter decisions and keep your business moving in the right direction.
Learn more about the Fibbler x Copper integration here: https://www.copper.com/integrations/fibbler