The broken loop · where the path breaks
Where the lead’s path breaks, in two places
Both breaks land after the lead leaves the marketing layer.
Call / form / chatThe lead arrives
TaggedSource · campaign · keyword captured
CRM handoff
QualifiedNow logged as “existing customer”
Quoted jobOften invoices weeks later
Paid invoiceConfirmed after the window closes
Break 1 · the CRM overwrites the source
The CRM logs the lead as “existing customer” or “phone,” so the campaign loses the credit.
Break 2 · the clock runs out
Google won’t import a conversion more than 90 days after the click (63 for enhanced conversions). Many jobs invoice later than that.
The invoiced value never reaches the campaign in time.
Concept illustration. The 90/63-day window is Google’s documented offline-conversion limit; the weeks-later invoice timing is illustrative.