Connect your CRM to your ad platforms

Value-based bidding only works if value travels cleanly from where deals are recorded (your CRM) to where bids are set (your ad accounts). Here's the path, and where it usually breaks.

1. Bring leads in

Connect a source: a CRM over OAuth (HubSpot, Salesforce, Pipedrive), a file import, or a webhook for real-time capture. PipeValue detects your fields automatically — contact, deal and company attributes — so you can score on them without manual mapping.

2. Normalize

Every lead becomes a uniform record: a hashed identity key plus business attributes. This is what lets one value model work across a webhook lead and a HubSpot contact without special-casing each source.

3. Score

Your active value model turns attributes into a euro value (see the value-model guide). Each scored lead is logged with its full breakdown, so you can always see why a lead got the number it did.

4. Dispatch to destinations

Authorize your ad accounts and the value plus match keys are sent to each platform's conversions API — Meta CAPI, Google's click-conversion / Enhanced Conversions, LinkedIn's Conversions API. One value, fanned out to every connected destination.

5. Test before you trust

Start in shadow mode and watch the logs: are values being computed, is the spread sensible, are conversions being accepted? Send a test lead with a known click ID and confirm it lands in the platform's upload diagnostics. Only then switch to live and let real leads flow.

6. Close the loop

Pull closed-won outcomes back from the CRM so you can compare predicted value against realized revenue. That calibration is what keeps the whole pipeline honest as your mix changes.