Pool Builder
Tracking Which Ads and Channels Actually Brought In Pool Leads — Before They Become Deals
The Challenge
A premier in-ground pool builder in the Midwest was running a full marketing program: paid search, organic SEO, social media, direct mail campaigns, and a seasonal radio presence. New leads came in through both phone and web form, and all of them were tracked and managed in Pipedrive. The company used CallRail to manage and attribute their inbound calls and form submissions.
The challenge was that attribution data lived entirely in CallRail. When a lead landed in Pipedrive, the record showed the prospect’s name, contact details, and service interest — but not how they found the company.
Without that attribution on the lead record, the marketing director had no reliable way to evaluate which channels were generating leads at the top of the funnel. Evaluating whether the spring direct mail campaign was working, or whether paid search was outperforming organic, required manually cross-referencing CallRail and Pipedrive — a process that took hours and produced estimates, not answers.
The business was making mid-season budget decisions — whether to double down on a campaign or cut it — without the data to back them up.
The Solution
We built a workflow that automatically enriches every new and updated lead record in Pipedrive with first-touch and last-touch marketing attribution sourced from CallRail — whether the lead came in by phone or through a web form.
When a lead is created or updated in Pipedrive, the workflow activates. It checks whether the lead originated from a phone call or a form submission, then queries CallRail to retrieve the complete interaction history for that contact. From that history, the workflow identifies the first marketing source that brought the prospect in and the last source they engaged before reaching out. Both values are mapped to standardized source categories and written to the corresponding fields on the Pipedrive lead record.
The marketing director can now open any lead in Pipedrive and immediately see the full attribution picture. Filtered reports on lead volume by source, cost-per-lead by channel, and lead-to-estimate conversion by source are all available without touching CallRail.
How It Works
- A new lead is created or an existing lead is updated in Pipedrive, triggering the workflow
- The workflow determines whether the lead originated from an inbound phone call or a web form submission
- For phone-originated leads: CallRail is queried to retrieve all call interactions for that contact
- For form-originated leads: CallRail is queried to retrieve all form submission records for that contact
- The first interaction (first-touch) and most recent interaction (last-touch) source data are identified
- Each source is mapped to a standardized marketing channel category (paid search, organic, direct mail, social, etc.)
- The first-touch source and last-touch source fields on the Pipedrive lead record are updated
- The marketing team can now analyze lead volume and quality by channel directly in Pipedrive, in real time
The Results
- Marketing attribution coverage on lead records went from roughly 10% to 100% within the first week of launch
- Marketing director reclaimed approximately 4 hours per week previously spent on manual CallRail-to-Pipedrive cross-referencing
- The team identified that organic search leads had a 35% higher estimate-to-contract rate than paid search leads — a finding that reshaped their SEO investment strategy
- Mid-season budget decisions became data-driven for the first time: the team confidently shifted $25,000 from an underperforming direct mail push to digital channels based on lead quality data from the automation
- Pipedrive became the single source of truth for both sales activity and marketing performance at the lead stage
This automation and its deal-stage counterpart (which applies attribution to closed deals) gave the company a complete picture of marketing ROI from first inquiry through closed sale — something most companies of their size never achieve.
Why It Matters for Your Business
If your leads are coming in from multiple marketing channels but your CRM records aren’t telling you which channels deserve credit, you are making budget decisions without complete information. Impression Insights builds marketing attribution automations for pool builders, home improvement contractors, and residential service businesses. Let’s talk about what clear lead-source data could mean for your marketing spend.
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