Measuring Pipeline Attribution

Visitor intelligence generates pipeline — but you need to prove it to keep and grow the investment. This lesson covers how to set up attribution correctly and report results that leadership will believe.

The Attribution Framework

Visitor intelligence is best measured with two distinct metrics: pipeline sourced (opportunities where outreach was triggered directly by a Kopimore-identified visit) and pipeline influenced (opportunities where a Kopimore visit was detected at any point during the sales cycle).

Tagging Sourced Pipeline

In your CRM, add a required field on the Opportunity/Deal object: "Lead Source" with a "Visitor Intelligence" option. Set Kopimore's CRM integration to automatically set this field when it creates a contact or company record. This makes sourced pipeline reporting a simple CRM filter — no manual data entry.

Measuring Influenced Pipeline

Monthly, run a report: pull all opportunities created in the period and export the company domain list. Cross-reference with Kopimore's visitor log for the same period. Any match = influenced. This is a manual step but only takes 10–15 minutes with a VLOOKUP or Python script.

The Executive Dashboard

Three numbers to present monthly: (1) Visitor Intelligence-sourced pipeline value, (2) Visitor Intelligence-influenced pipeline value, (3) Cost per sourced meeting (Kopimore monthly cost ÷ meetings booked from VI outreach). When Cost per Meeting drops below your other channel CPMs, the investment case makes itself.