Pool Builder
Finally Knowing Which Marketing Channels Actually Close Pool Sales
The Challenge
A premier in-ground pool builder in the Midwest was running a multi-channel marketing program: paid search, local SEO, direct mail, outdoor signage, and radio. Their marketing spend was significant — north of $200,000 annually — and the owner had a persistent, nagging problem: he could not confidently say which channels were actually responsible for closed sales.
He had gut feelings, and anecdotal feedback from customers who mentioned how they first heard of the company. But gut feelings don’t hold up when it’s time to decide whether to renew the radio buy or put more into paid search.
The business tracked leads in Pipedrive and used CallRail to manage call tracking and form submissions. CallRail captured the marketing source for every call and form submission — the first channel that brought the customer in and the last they touched before converting. That attribution data existed. It just wasn’t making its way to the deal record in Pipedrive, where it would actually be useful.
When a deal closed, the team could see the dollar amount. What they couldn’t see was which marketing channel deserved credit. Without that connection, budget decisions were largely guesswork.
The Solution
We built a workflow that automatically retrieves the first-touch and last-touch marketing attribution data from CallRail and writes it directly onto the deal record in Pipedrive the moment a deal is updated. Whether the lead originally came in by phone or through a web form, the attribution data is collected and mapped to the correct source category, then pushed to the right fields on the deal.
The workflow handles both lead types — inbound calls and form submissions — pulling the customer’s interaction history from CallRail and using it to set the first-touch source (what brought them in originally) and the last-touch source (what they engaged with right before converting). Both values are written to the Pipedrive deal record in a standardized format.
The result is that the owner can now open any closed deal in Pipedrive and see exactly how that customer found the company and what channel they were last exposed to before they decided to buy. Run a report across all closed deals and the picture becomes clear: here is where your best customers actually come from.
How It Works
- A deal is updated in Pipedrive, triggering the workflow
- The system checks whether the deal originated from an inbound call or a web form submission in CallRail
- For phone-originated deals: CallRail is queried to retrieve all call interactions tied to that contact
- For form-originated deals: CallRail is queried to retrieve all form submission records tied to that contact
- The marketing source data for each interaction is processed and the first-touch and last-touch sources are identified
- Both source values are mapped to standardized source ID categories (paid search, organic, direct mail, etc.)
- The first-touch and last-touch source fields on the Pipedrive deal record are updated automatically
- The marketing team can now filter and report on closed deals by source without manual data entry
The Results
- 100% of closed deals now carry first-touch and last-touch attribution data in Pipedrive, compared to roughly 15% before the automation
- Marketing team eliminated approximately 5 hours per week previously spent on manual source lookups and deal updates
- The owner identified that paid search was driving 3 times more closed revenue than radio on a cost-per-acquisition basis — leading to a $40,000 budget reallocation
- Seasonal campaign effectiveness became measurable for the first time, allowing the team to optimize spend month by month
- Reporting on marketing ROI went from a quarterly estimate to a real-time view available to any team member
Knowing where your closed business actually comes from is not a nice-to-have for a company spending $200K a year on marketing. It's the foundation of every good budget decision.
Why It Matters for Your Business
If you are spending money on multiple marketing channels but cannot confidently say which ones are closing deals, you are flying blind. Impression Insights builds marketing attribution automations for pool builders, home improvement companies, and residential service contractors using CallRail and Pipedrive. Let’s talk about what clear attribution data could do for your marketing decisions.
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