Pipedrive

Attribution connects to Pipedrive to track your sales pipeline activity as conversion events. Deal stage changes, new contacts, and closed-won revenue are automatically attributed to the marketing channels that generated them.

What This Integration Does

Deal tracking — Every deal stage change is tracked as a conversion event in Attribution
Revenue attribution — When a deal is marked as "won", the deal value is sent as revenue to calculate return on ad spend
Contact identification — New contacts added in Pipedrive are automatically identified as visitors in Attribution
Webhook delivery — Attribution receives data from Pipedrive via webhooks in real time

Prerequisites

A Pipedrive account with admin access
The Attribution tracking snippet installed on your website

⚠️
Visitor identification with email is required
For Attribution to link Pipedrive contacts to website visitors, you must call identify() with the email trait on your website. The email must match the contact's email in Pipedrive. This is especially important on form submissions — without it, Attribution cannot connect the anonymous visitor to the Pipedrive contact.
Attribution.identify({ email: '[email protected]' });

Setup Instructions

In the Attribution dashboard, go to Settings > Integrations and find Pipedrive
Click Connect and authorize Attribution in Pipedrive
Attribution automatically installs the necessary webhooks — no manual configuration is needed

Tracked Events

Deal Events

Event names follow the pattern Deal: {stage name}, using the stage name from your Pipedrive pipeline. Examples:

Event name	Description
`Deal: Qualified`	Deal moved to the "Qualified" stage
`Deal: Proposal Made`	Deal moved to the "Proposal Made" stage
`Deal: Closed Won`	Deal marked as won
`Deal: Closed Lost`	Deal marked as lost

Attribution only fires events when relevant deal fields change (stage, status, amount, or associated person) to avoid noise from minor updates.

Contact Events

When a new person is added in Pipedrive, Attribution tracks it and identifies the visitor with their profile information.

Revenue Tracking

When a deal is marked as "won" in Pipedrive, the deal's value is sent to Attribution as revenue. This is used to calculate return on ad spend across your marketing channels.

To send a refund, set the deal value to a negative amount (e.g. -200).

Visitor Traits

Each Pipedrive contact updates the visitor's profile with the following traits:

Trait	Description
`email`	Contact's email address
`first_name`	First name
`last_name`	Last name
`phone`	Phone number
`created_at`	When the contact was created in Pipedrive
`pipedrive_person_id`	Pipedrive person ID
`company`	Associated organization (name and ID)

The integration supports customization — additional Pipedrive person and deal fields can be included in tracked events.

Questions or Issues

Contact [email protected] if you run into any problems connecting your Pipedrive account.