If you want to maximize your return on ad spend (ROAS), it’s absolutely essential to track and attribute your customer lifecycle events to your ad campaigns. Because, you know, why wouldn’t you want to optimize your ad spend? Let’s dive into how you can make that happen.

Customer Lifecycle Events and Data Flow

Tracking customer lifecycle conversions typically include 4 stages of customer life cycle such as awareness, consideration, decision, and retention, and the data flow between your website, Salesforce CRM, and ad platforms like Google Ads and Facebook Ads can be complex. But don’t worry, you don’t need to be a rocket scientist to understand it.

For example, let’s say a visitor clicks on your Google Ads or Facebook Ads and lands on your website. They then fill out a form, which sends their data to Salesforce CRM. If the visitor eventually purchases your service, the conversion data is sent to AnyTrack, which then sends it to Google Ads and Facebook Ads through each respective Conversion API.

But hey, why stop there? Don’t forget to track and attribute all those pesky customer lifecycle events between the form submission and the purchase, like lead nurturing or follow-up calls. Yes, it may seem like a lot of work, but trust us, it’s worth it.

Conversion Data Orchestration and Granularity

The granularity of the data you track and attribute can have a significant impact on your ROAS. So, if you’re not tracking granular conversion data, what are you even doing? By using tools like AnyTrack, you can track conversion data at a granular level and identify which ad campaigns are driving specific conversion events, like form fills or purchases.

This data granularity can help you optimize your ad campaigns and identify which ones need improvement. So, if you’re spending tons of money on a customer lifecycle management software like Salesforce, but you’re not using granular data, you’re just throwing your ad spend into the wind and hoping for the best.

Attribution and Data-Driven Marketing Tactics

Once you have a clear understanding of your customer lifecycle stages and the granular conversion data, it’s time to use attribution models and data-driven marketing tactics to optimize your ad campaigns. Because, let’s face it, making data-driven decisions is way more fun than guessing.

For example, you can use a time-decay attribution model to assign more credit to the ad campaigns that were closest in time to the conversion event. This can help you understand which ad campaigns are driving conversions and which ones are merely assisting in the process. And who doesn’t love assigning credit where credit is due?

You can also use data-driven marketing tactics like lookalike audience targeting to reach new audiences who are similar to your existing customers. By leveraging the granular data from your customer lifecycle events and conversion data, you can create highly targeted ads that are more likely to convert. Because, let’s be honest, who wants to waste ad spend on uninterested audiences?

Offline Conversion Data and ROAS

In addition to tracking online conversion data, it’s also crucial to track offline conversion data, like the sales your sales team generate over the phone. Because, you know, just because a customer doesn’t buy online doesn’t mean they’re not worth tracking.

By using tools like AnyTrack, you can send offline conversion data to Google Ads and Facebook Ads and understand how your online ads are driving offline sales. This can help you measure your true ROAS and understand the full impact of your ad campaigns on your business. Plus, who doesn’t love having all the data at their fingertips?


In conclusion, tracking and attributing customer lifecycle events to your ad campaigns is essential for maximizing your ROAS. By using tools like AnyTrack, you can track granular conversion data, use attribution models, and leverage data-driven marketing tactics to optimize your ad campaigns and understand their full impact on your business.

To truly maximize your ROI, it’s crucial to track all meaningful customer lifecycle events, not just the big ones, and use granular data and attribution models to make data-driven decisions. Additionally, don’t forget to track offline conversion data to measure your true ROAS and understand the full impact of your ad campaigns on your business.

By following these steps, you can optimize your ad spend, reach new audiences, and ultimately drive more business success. So, what are you waiting for? Start tracking and attributing your customer lifecycle events today and see the difference it can make in your business.