Offline Conversion Tracking with Attio
Attio is newer, API first, and genuinely pleasant for this. Here is how to capture attribution and automate the upload.
This post covers offline conversion tracking with Attio. It is newer, API first, and genuinely one of the more pleasant CRMs to wire this into.
If you picked Attio because you did not want to fight your CRM, the good news is that this does not require fighting it either.
When this fits
You use Attio as your CRM.
Deals close after the website visit.
You are comfortable with webhooks and a little automation.
What you will build
Attributes on the person and deal objects.
Form wiring that populates them at creation.
An automation on stage change.
A feed to Google Ads and Meta.
Let’s implement it
Step 1: add the attributes
Create text attributes on the Person object for gclid, gbraid, wbraid, fbclid and your first and last touch UTMs. Mirror the click ID onto the Deal object.
Attio’s flexible object model makes this painless, which is a nice change from CRMs where adding a field needs an admin and a meeting.
Step 2: create records with the data attached
Most Attio setups create records through the API or through an automation tool. Wherever the record is created, include the tracking values in the payload.
If your website form posts to your own backend first, enrich it there with the cookie values and then call Attio. That is the cleanest path and avoids iframe problems entirely.
Step 3: automate the outcome
Use Attio automations to fire on a deal stage change, or poll the API on a schedule for deals updated in the last day.
Send a webhook containing the click ID, stage, value and timestamp.
Step 4: send it
For Google Ads, write to a sheet that gets imported on a schedule, or call the Google Ads API directly. For Meta, post an offline event through the Conversions API with hashed email and phone alongside fbclid.
Why the API first design helps here
Most CRM attribution projects lose time to two things: getting the data in through a form tool, and getting it back out in the right shape.
Attio’s API handles both without special cases, which means the work is mostly deciding what to send rather than fighting to extract it. That makes it a good fit for teams who want this automated properly rather than run from a spreadsheet.
Before you finish
Real ad click, real form submission, click ID on the person record.
Confirm it copies to the deal at creation.
Move a test deal to Won and confirm the webhook fired.
Check match rates after the first upload.
Confirm your close timeline fits inside 90 days.
FAQ
Does Attio have a native Google Ads integration?
Nothing that replaces uploading your own valued outcomes. The API route is straightforward here and gives you full control.
Person level or deal level?
Capture on the person, copy to the deal, upload from the deal. That way a second deal from the same person does not reuse the first click.
Can I do this without code?
Mostly. You need the capture script on your site. After that, automations and a connector tool cover it.
What is the simplest possible version?
No CRM at all, and you want the simplest possible version? I wrote a full walkthrough of that for Stape using nothing but a spreadsheet: Google Ads offline conversion tracking without a CRM. Click to read it here.
Need this built properly?
An API first CRM makes this a configuration job rather than a project. I set up and repair tracking for ecommerce stores and lead generation businesses, so the numbers in your ad accounts match the money in your bank account.
Have a look at what I do, or book a call and we can go through your setup together.
