Google Ads reports conversions — leads, form submissions, calls. But it does not show how many of those leads became paying clients, or which campaign they came from. A head of marketing optimises the budget by CPL, unaware that a campaign with a CPL of $40 delivers a 5% close rate while a campaign with a CPL of $80 delivers 35%. Prooflytics closes this gap: gclid from a Google Ads click -> first-party pixel -> CRM pipeline -> cost per closed deal by campaign and ad group.
The problem: optimising by CPL is not the same as optimising by revenue
The marketer sees in Google Ads:
— Campaign A: 50 leads, CPL $40, spend $2,000
— Campaign B: 25 leads, CPL $80, spend $2,000
The logical conclusion: scale campaign A, cut B.
But in the CRM three months later:
— Campaign A: 50 leads -> 2 Won deals -> revenue $4,000 -> cost per closed deal $1,000
— Campaign B: 25 leads -> 9 Won deals -> revenue $18,000 -> cost per closed deal $222
Realised ROAS: Campaign A — 2×, Campaign B — 9×. Without end-to-end attribution, the marketer cuts the campaign with the best ROAS.
This is not a hypothetical scenario — it is a standard situation in B2B with a deal cycle of 30+ days, where lead quality varies significantly by source.
How Prooflytics closes the loop between Google Ads and CRM
Prooflytics is a marketing analytics platform that connects ad channel data to actual CRM outcomes via first-party attribution. Unlike GA4, which counts on-site conversions, Prooflytics sees what happened to a lead after it entered the CRM — all the way to Won or Lost.
The attribution chain:
User clicks on Google Ads
-> gclid (Google Click ID) captured by Prooflytics Pixel
-> together with UTM parameters: utm_source, utm_campaign, utm_content
-> lead fills out a form -> enters CRM (Kommo / HubSpot)
-> Prooflytics links the CRM contact to the gclid
-> when the deal moves to Won - attribution loop closes
-> the campaign receives "credit" for the closed deal with its specific amountProoflytics Pixel is a first-party JS snippet. It captures gclid, gbraid, wbraid (for Privacy Sandbox-compatible scenarios), fbclid, ttclid, and 10 more click ID formats. SPA-aware: works without page reloads.
What the head of marketing sees in Prooflytics
Google Ads dashboard (example data for a quarter):
| Campaign | Spend | Leads | CPL | Won | Cost per Deal | ROAS |
|---|---|---|---|---|---|---|
| Brand_Search | $3,200 | 80 | $40 | 24 | $133 | 9.4× |
| NonBrand_SaaS | $8,500 | 106 | $80 | 19 | $447 | 3.1× |
| Competitor_KW | $4,100 | 41 | $100 | 3 | $1,367 | 1.0× |
| TOFU_Display | $2,300 | 115 | $20 | 1 | $2,300 | 0.6× |
TOFU Display and Competitor KW produce cheap leads but almost never close. Brand Search with a CPL of $40 is the best performer by cost per deal. Without this data, the budget is allocated by CPL — and loses.
Daily AI briefing for Google Ads:
Prooflytics generates a daily brief (04:00 UTC) with a four-part structure: fact -> interpretation -> recommended action -> consequence of inaction. Each metric is labelled as “Google Ads-reported” or “Pixel-verified” — when they diverge, the platform shows the discrepancy explicitly.
HADI Hypothesis Kanban:
If NonBrand_SaaS shows an unusual drop in close rate, the hypothesis “test a different offer in the ads for this campaign” is created directly from the dashboard and lands in the Kanban. Upon completion, the outcome is logged with actual numbers, and the Prooflytics agent stores the result for the next quarter.
How to connect Google Ads to Prooflytics
Step 1 — Prooflytics Pixel on the site:
The JS snippet goes into the <head> of the site. For Webflow, WordPress, Shopify — via the standard custom code mechanism. The Pixel starts capturing gcids immediately.
<!-- Prooflytics Pixel -->
<script>
(function(p,r,o,f,l,y){...})(window,'prooflytics','TENANT_ID');
</script>Step 2 — Connect Google Ads via /connect:
Connect -> Google Ads -> 5-step wizard (Pre-reqs -> OAuth -> Account picker -> Live verify -> Done). Prooflytics requests read-only access to campaigns, ad groups, and conversions.
Google Ads API — Beta (Basic Access, Extended Access from Google in progress). As of May 2026, data on campaigns, ad groups, keywords, and impression share is available.
Step 3 — Connect the CRM:
Kommo or HubSpot via the same Connect wizard. Prooflytics syncs contacts and deals, mapping lifecycle stages to the attribution pipeline.
Step 4 — UTM normalisation (Exceltic helps):
Attribution quality depends directly on consistent UTM parameters. If some campaigns are running without utm_source=google or with inconsistent naming — attribution will be incomplete. Exceltic.dev configures UTM normalisation in the CRM before Prooflytics is connected, so attribution is meaningful from day one.
What changes for the marketer
Before Prooflytics: Google Ads optimised by CPL -> risk of scaling campaigns with poor close rates.
After Prooflytics:
— Cost per closed deal visible by campaign, ad group, and keyword
— Daily AI briefing instead of manually reviewing reports — know what changed and what to do each morning
— Real ROAS for Google Ads accounting for CRM data, not just on-site conversions
— Hypotheses from data — not a “feeling that we should try something,” but HADI with outcome tracking
Real-world case
B2B SaaS (EU market, Google Ads budget €15k/month, HubSpot + Stripe):
- Before: the marketer optimised by CPL. The “Competitor Keywords” campaign showed a CPL of €35 — one of the best in the account. It seemed to be working.
- After connecting Prooflytics: 73% of leads from Competitor KW closed as Lost within 30 days. Cost per won deal — €2,100. Brand Search with a CPL of €90 produced a cost per deal of €290.
- Action: Competitor KW budget reduced by 60%, redistributed to Brand Search and NonBrand. Revenue from Google Ads grew by 31% in the following quarter with the same total budget.
Pricing and what is included
| Tier | Price | Connections | AI briefings |
|---|---|---|---|
| Starter | $79/month | 5 | No |
| Growth | $199/month | 15 | Daily |
| Scale | $449/month | 35 | Daily + PDF |
Google Ads — one connector (1 account). For multiple accounts: multiple connectors within the plan limit. 14-day trial, card required.
Who this is relevant for
- Head of Marketing or VP Marketing with a Google Ads budget of $10k+/month
- B2B with a deal cycle of 30+ days — where CPL and close rate vary significantly by campaign
- Frustration: Google Ads reports “conversions” but you do not know how many of them closed
- A CRM is in use (HubSpot, Kommo, Salesforce) — deal data is accessible
- Daily AI briefings are needed instead of manually reviewing Looker Studio dashboards
Frequently asked questions
Prooflytics vs GA4: what is the difference for Google Ads attribution?
GA4 sees on-site events: pageview, form submit, purchase (if e-commerce is set up). It does not know what happened to the lead in the CRM — whether it became a client 60 days later or dropped off. Prooflytics connects the GA4 layer (click -> lead) with the CRM layer (lead -> deal -> Won). These are not competing tools: GA4 remains in place; Prooflytics adds the CRM layer on top.
How does Prooflytics capture the gclid?
The first-party Pixel reads gclid from the URL on the first visit and stores it in a cookie/localStorage with an attribution window of 90 days. When the visitor fills out a form, the gclid is passed along with the contact’s data to the CRM via webhook or API. The Pixel is SPA-aware: it works on React, Vue, and Next.js without losing data during client-side navigation.
When will Google Ads Extended Access be available?
As of May 2026 — Google Ads is in Beta (Basic Access). Extended Access will enable data retrieval at the individual ad and asset group level, as well as offline conversion event upload back to Google Ads for Smart Bidding optimisation. As soon as Extended Access is granted, the feature will be enabled without any change to the pricing tier.
Does Prooflytics work without Exceltic?
Yes, connecting Google Ads and the CRM is a self-service process through the wizard at /connect. Exceltic.dev helps with UTM normalisation, the Kommo/HubSpot pipeline setup, initial dashboard configuration, and brief template setup — so that the data is clean from day one and attribution works accurately.
Can multiple Google Ads accounts be connected?
Yes. Each account is a separate connector. On the Growth plan (15 connectors) you can connect a Google Ads Manager Account and multiple sub-accounts, plus a CRM and Meta Ads — all within the plan limit.
Summary
- Prooflytics closes the loop between Google Ads and CRM: gclid -> Pixel -> contact -> Won/Lost
- Cost per closed deal visible by campaign, group, and keyword — not just CPL
- Daily AI briefing for Google Ads: fact, interpretation, action — every morning
- HADI Kanban — data-driven hypotheses with outcome tracking each quarter
- Connection: Pixel on site + Google Ads in /connect + CRM — in one business day
If you are spending $10k+ per month on Google Ads and optimising by CPL without knowing your real ROAS by campaign — that is exactly what Prooflytics was built for. Exceltic.dev will help with UTM normalisation and initial setup so that attribution works from day one.