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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Revenue attribution gaps between Google Ads and NetSuite CRM data stem from customer journey fragmentation and data silos. Anonymous ad clicks don’t connect to known customer interactions, creating identity resolution challenges that undermine ROI accuracy.
Here’s how to bridge these attribution gaps with unified customer tracking and comprehensive journey mapping.
Create unified customer views across Google Ads and NetSuite
Coefficient addresses attribution gaps through comprehensive data integration. While Google Ads tracks anonymous clicks and NetSuite CRM records known customer interactions, automated data correlation creates complete customer journey visibility.
How to make it work
Step 1. Import Google Ads conversion data and NetSuite customer records.
Pull both Google Ads conversion data and NetSuite Customer/Lead records to create comprehensive customer journey mapping. Use Records & Lists to access all customer touchpoints and transaction history.
Step 2. Set up UTM parameter tracking in NetSuite.
Import NetSuite transactions with custom UTM fields, then correlate with Google Ads campaign data for accurate source attribution. This connects anonymous ad clicks to known customer revenue events.
Step 3. Build multi-touch attribution models.
Use Coefficient’s data import capabilities to build sophisticated attribution models that account for multiple Google Ads touchpoints throughout the NetSuite sales cycle. This provides more accurate ROI calculation than last-click attribution.
Step 4. Schedule automated gap detection.
Set up regular data refreshes to identify and flag attribution discrepancies between Google Ads reported conversions and actual NetSuite revenue. This helps you spot systematic tracking issues.
Step 5. Import custom fields for campaign correlation.
Pull NetSuite custom fields that capture Google Ads campaign IDs, enabling direct correlation between ad spend and revenue outcomes. This eliminates the identity resolution challenges that create attribution gaps.
Bridge the attribution gap
Unified customer tracking eliminates attribution gaps that occur when Google Ads and NetSuite operate independently. Start building comprehensive customer journey visibility for accurate marketing spend analysis.
