Close → Amplitude · Conversion tracking
Connecting Close to Amplitude
Close is a sales CRM built around calling and email sequences, which means most of what it records is outbound activity rather than inbound marketing. Amplitude is built around behavioural cohorts, which makes the identity resolution and the event taxonomy load-bearing in a way they never are for an ad pixel. The join between them succeeds or fails on one thing: whether the user ID and device ID pair reaches the Close opportunity before the conversion happens, because Amplitude can only match a conversion it can tie back to a click it recognizes.
✓ 30-minute call · No commitment · You leave with a written remediation plan even if we’re not the right fit.
Written guarantee
95%+ conversion accuracy on Close → Amplitude
Measured against your own order records at handover. Miss it and we keep working at no cost until it’s met.
Built on — and certified for — the platforms that matter
Stape
Pro Partner
Meta
Tech Provider
Tag Manager
TikTok
Events API
Microsoft
UET Partner
CAPI Partner
CAPI Partner
Built on the same partner stack used by enterprise DTC brands.
By the numbers
No fake testimonials.Just the math.
70+
Platforms supported
Shopify · Woo · Magento · BigCommerce · 65 more
8+ / 10
Meta EMQ guaranteed
in writing — keep working free until hit
2–4d
Build to live
accurate data flowing within 7 days
$0
Monthly fees, ever
one-time fixed price · you own the stack
400d
Cookie lifetime
max RFC 6265bis allows · 57× Safari ITP
9
Ad channels covered
Meta · Google · TikTok · MS · LI · Pin · Snap · Reddit · X
95%+
Tracking accuracy
verified vs Stripe · GA4 · ad-platform reports
30 min
Free founder call
no SDR · no pitch deck · written remediation plan
Every figure above is either a commitment we put in writing or a countable fact. What your own setup is losing is not on this list, because we haven’t measured it yet — that happens on the call, against your own order records.
Real clients · real videos · real outcomes
Don’t take our word for it. Watch the receipts.
Founders, marketers, and agency owners describing the before-and-after of their Close → Amplitude tracking rebuild — in their own words, on camera.
Why this join usually fails
The user ID and device ID pair never reaches Close
The single most common cause. The identifier has to reach the lead and then the opportunity, and Close's model means many records originate from outbound prospecting with no marketing touch at all. Those must be distinguishable or they contaminate every conversion number.
Outbound prospecting credited to paid
Close is built for outbound. If lead source is not recorded and filtered, won deals from cold calling will be attributed to whichever campaign happened to be running.
Revenue events that carry no revenue
Amplitude will happily accept a purchase event with no price field. The event count looks correct, the funnel looks correct, and the revenue reporting stays at zero — which people usually discover a quarter later when someone asks what a cohort is worth.
Nothing reconciles afterwards
An upload that succeeds is not an upload that matched. Amplitude shows the event in the user's activity stream with its properties expanded. Read the properties, because an event that arrives without its revenue fields still looks like a success.
Architecture
How Close and Amplitude actually connect
Two systems that know nothing about each other. Everything below exists to give them one shared reference.
Step 1
Close holds the truth
Close's strength is activity data — calls, emails, sequences. The commercial record is the opportunity, and separating inbound-sourced opportunities from outbound-prospected ones is essential or your paid channels get credit for cold calling.
Step 2
Amplitude needs a click to match
Amplitude needs a device or user identifier, an event type and its properties. Revenue events need the price and quantity fields specifically, or the revenue reporting stays empty while events flow normally.
Step 3
The identifier is the bridge
The user ID and device ID pair, captured at the visit and carried into the Close opportunity. Without it there is nothing to join on and no tool fixes that.
Step 4
The event source decides reliability
Fire when an opportunity is marked won, from inbound-sourced leads only, with the opportunity value.
Step 5
Deduplication at the destination
Amplitude deduplicates on insert_id. Omit it and a retried batch is counted twice, which shows up as a phantom spike that someone will eventually build a hypothesis on.
Diagnose it honestly
Working vs. broken, side by side
Both states look identical from the Amplitude dashboard, which is why this runs for months before anyone notices.
Normal — not a fault
The user ID and device ID pair present on the opportunity
Visible on the record itself in Close, not merely captured somewhere on the site.
Sent from the Close opportunity status webhook
Server-side, so it does not depend on the customer's browser still being there.
Deduplicated correctly
Amplitude deduplicates on insert_id. Omit it and a retried batch is counted twice, which shows up as a phantom spike that someone will eventually build a hypothesis on.
Reconciles with the source
Amplitude's count and Close's records agree within a few percent over a closed window.
Actually broken
The user ID and device ID pair missing on most records
The identifier has to reach the lead and then the opportunity, and Close's model means many records originate from outbound prospecting with no marketing touch at all. Those must be distinguishable or they contaminate every conversion number.
Sent from the browser
Anyone who closes the tab, blocks the script or converts without a page load is invisible. Close is built for outbound. If lead source is not recorded and filtered, won deals from cold calling will be attributed to whichever campaign happened to be running.
Counted twice, or not at all
Amplitude will happily accept a purchase event with no price field. The event count looks correct, the funnel looks correct, and the revenue reporting stays at zero — which people usually discover a quarter later when someone asks what a cohort is worth.
Nobody has reconciled it
The dashboard shows a number and no one has compared it to Close. A wrong number that nobody checks is indistinguishable from a right one.
Diagnostic sequence
Diagnostic order
Each step rules out a class of cause. Run them in order and the last one usually has a single explanation standing.
- 1
Count opportunitys carrying the user ID and device ID pair
The ceiling on everything else. Do this before debugging anything downstream.
- 2
Follow one real conversion end to end
From the ad click through Close and into Amplitude.
- 3
Check what share of won opportunities originated inbound
In an outbound-heavy Close instance it is often a small minority, and only that minority should reach an ad platform.
- 4
Check a purchase event for the price and quantity fields specifically
Not whether the event arrived — whether the revenue fields are populated, in the exact names Amplitude expects.
- 5
Read the match rate, not the success message
Amplitude shows the event in the user's activity stream with its properties expanded. Read the properties, because an event that arrives without its revenue fields still looks like a success.
Source-of-truth validation
How it gets proven
Against Close's own records, not against either platform's dashboard.
- The user ID and device ID pair confirmed present on a live opportunity.
- A real conversion followed from click through Close to Amplitude.
- Revenue reconciled per transaction against your billing system, with identity merge behaviour verified across signup.
- Won opportunities confirmed filtered to inbound-sourced leads before anything is sent.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked 30 days later.
Straight talk
When you don't need this
Worth reading before paying anyone, including us.
- If Amplitude already reports conversions that reconcile against Close's records within a few percent, this join is working and there is nothing to buy.
- Measure identifier coverage yourself first — pull your last hundred opportunitys and count how many carry the user ID and device ID pair. Ten minutes, free, and it tells you whether any of this is worth doing.
- If your pipeline is almost entirely outbound, there is very little for paid attribution to measure and we would say so.
- If nobody is building cohorts or retention analysis, this is a large amount of instrumentation for reporting a dashboard already gives you.
Who this is for
Honest about who we’re a fit for.
We don’t take every project. Here’s how to tell if we’re right for you.
You’re a great fit if…
- You run Close → Amplitude (or are migrating to it)
- You spend $5K+/month on paid ads (Meta, Google, TikTok, Microsoft, LinkedIn)
- Your reported ROAS doesn’t match what your bank account is saying
- You want to own your tracking stack — no monthly SaaS fees forever
- You have 2–4 days to do this once and never think about it again
Skip us if…
- You spend less than $500/month on paid ads (browser pixel is fine)
- You want a SaaS dashboard with monthly fees forever (Triple Whale, Hyros)
- You need attribution modeling — we fix the data foundation, not multi-touch reports
- You want a 6-month enterprise consulting engagement (we ship in 4 days)
- You expect us to manage your ad accounts (we don’t — that’s a different service)
If you’re still unsure,book the call anyway— we’ll tell you straight whether we can help.
What working looks like
The user ID and device ID pair on every opportunity
Server-sideCaptured before the conversion and stored where it survives.
Conversions arriving in Amplitude
8+ EMQThe event lands on the user, joins their behavioural history, and becomes available for cohorts, funnels and retention.
Reconciled against the source
DedupedClose's own records are the reference, not either dashboard.
What gets built
Identifier capture into Close
Write the identifier to a custom field on the lead at creation and carry it to the opportunity, and flag lead source so outbound-created records are separable.
Event source: the Close opportunity status webhook
Fire when an opportunity is marked won, from inbound-sourced leads only, with the opportunity value.
Dispatch to Amplitude
The Amplitude HTTP V2 API, posted server-side with the identity, event type and properties.
Reversals where they exist
An opportunity reopened and lost should not leave a conversion standing.
Pick the package that fits your ad spend
Fixed-fee, no surprises. If your ad spend is meaningful,server-side tracking is what we recommend— it’s the only setup that survives iOS, Safari ITP and ad blockers.
Browser-side starter
Wires the join and verifies it on a live conversion. Honest about its ceiling where the source can only be read from the browser.
- The join built and tested end to end
- Verified on a real conversion
- Reconciled against the source's own records
- Written handover
1st-party server-side
Save $18K–$120K over 5 years vs Triple Whale / Hyros
The join built server-side from the source's own records, so it does not depend on a browser being present when the conversion happens.
- Events sourced from the system of record, not the browser
- Identifier captured and persisted end to end
- Deduplicated at the destination
- Reversals wired where the source supports them
- 95%+ accuracy guaranteed in writing
Full 1st-party stack
Every destination fed from one place, plus monitoring so a broken join surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- All paid destinations from one container
- CRM and offline loop
- Refunds and cancellations reversed everywhere
- Monitoring per destination
Not sure which tier fits?Book a 30-min scoping call— we’ll tell you straight, no upsell pressure.
How it works
Built in 2–4 days. Accurate data within 7.
We deliver the entire 1st-party server-side stack in 2–4 business days. You start collecting accurate, deduped conversion data the moment it goes live — and within 7 days every signal is flowing cleanly to Meta, Google, TikTok and the rest.
Kickoff + audit
30-min call. We map your current pixels, GTM, dataLayer, consent setup, and ad-platform integrations. You get a written report of every leak.
Build the stack
Server-side GTM container deployed on your subdomain. Meta CAPI · Google EC · TikTok Events API · Microsoft UET wired. Identity match + dedup configured.
QA + go-live
Live-fire test purchases across every funnel step. Meta EMQ verified at 8+. Tag Assistant + Pixel Helper passes. Side-by-side report delivered.
Verify accuracy
Your data flows clean. Within 7 days every signal — Meta, Google, TikTok, Microsoft — is fully accurate. Notion runbook + Loom walkthrough handoff.
Got questions?
The honestanswers.
No buzzwords, no upsell. If we don’t know, we say so.
01Why aren't my Close conversions showing in Amplitude?
Almost always because the user ID and device ID pair never reached the Close opportunity. The identifier has to reach the lead and then the opportunity, and Close's model means many records originate from outbound prospecting with no marketing touch at all. Those must be distinguishable or they contaminate every conversion number. Measure coverage before debugging the dispatch.
02What identifier does Amplitude need?
Amplitude tracks both a device ID and a user ID and merges them when a user identifies. The merge rules decide who counts as one person, so a mistake here does not produce a small error — it changes every retention curve and cohort size in the account.
03Where should the event come from?
The Close opportunity status webhook. Fire when an opportunity is marked won, from inbound-sourced leads only, with the opportunity value.
04How do I know it worked?
Amplitude shows the event in the user's activity stream with its properties expanded. Read the properties, because an event that arrives without its revenue fields still looks like a success.
Still have questions?Book a 30-min call— bring them all.
The call
What happens on your free 30-min call
No pitch deck, no SDR, no upsell pressure. Founder-led. Bring your ad-platform screens and yourClose → Amplitude setup — we’ll work through it together.
Min 1–5
We get the lay of your store
What you sell, what you spend on ads, who handles dev. Quick context-gathering — no questionnaire upfront.
Min 5–15
We audit your tracking live
Screen-share. We open your Meta Events Manager, GTM, and ad reports. You see exactly which conversions are leaking.
Min 15–25
We map a fix
What needs rebuilding, what stays. The exact Close → Amplitude setup we'd ship and what it would recover for you.
Min 25–30
Decide. Or don’t.
If we're a fit, we send a 1-page proposal in writing. If not, you walk away with a free remediation plan you can hand to anyone.
Get Close and Amplitude joined properly
Book a free 30-minute call. We measure your identifier coverage live on your own account, and you leave with a written plan — including the option that you don't need us.
Free · 30-min consultation · No commitment · Replies in under 2 hours · Available worldwide via WhatsApp
95% tracking accuracy guarantee
Free 30-min consultation · from $400 · 1st-party server-side
95% guarantee · from $400
