Cometly Review
B2B SaaS ad attribution that connects every campaign dollar to pipeline created and closed-won ARR.
Cometly is built for one audience: B2B SaaS companies that run paid campaigns and need to know whether those campaigns produced closed-won ARR, not just booked demos or trial signups. The platform tracks every session from first touch to deal close, surfaces LTV ROAS at the campaign level, and now includes an MCP integration for Claude. It is not cheap and requires a sales call, but for teams spending serious money on ads, the attribution accuracy pays for itself.
Pros and cons
- Full-funnel attribution from first ad touch to closed-won ARR, not just demo booked
- Tracks AI traffic sources including ChatGPT, Gemini, Grok, and Google AI Overviews
- MCP integration allows Cometly data to flow directly into Claude for natural language querying
- Server-side tracking via Conversion API reduces ad blocker data loss significantly
- Enterprise plan includes Snowflake and BigQuery support for warehouse-native attribution
- No public pricing, requires a sales call to get a quote
- Usage-based pricing based on website sessions, which can be hard to forecast for high-traffic sites
- Primarily built for B2B SaaS, making it a poor fit for eCommerce or content sites
- MCP and API access only available on the Enterprise plan
- Free trial availability is unclear and not prominently offered
What is Cometly?
Cometly is a marketing attribution platform designed specifically for B2B SaaS companies. It tracks the complete customer journey from the first ad impression to closed-won ARR, connecting every Google Ads, LinkedIn Ads, Meta Ads, and direct traffic session to the pipeline and revenue it ultimately produced. The core metric is LTV ROAS calculated against actual CRM deal values, not ad platform conversion estimates.
The platform uses both pixel-based tracking and a server-side Conversion API to capture sessions that would otherwise be lost to ad blockers. Attribution data is surfaced by campaign, channel, and ad creative, letting marketing teams see exactly which spend is producing revenue and which is producing demos that never close. The dashboard shows pipeline created, closed-won ARR, LTV ROAS, and CAC trends across attribution windows.
A notable recent addition is MCP integration for Claude, which allows Cometly attribution data to be queried through natural language inside Claude conversations. The Enterprise plan also adds CRM and data warehouse sync with Snowflake and BigQuery support, enabling teams to run attribution analysis inside their existing BI stack rather than switching between platforms.
Core features
Full-Funnel Revenue Attribution
Cometly tracks every step from the first ad click through booked demo, deal created, and closed-won ARR. Each stage shows volume and revenue, and attribution is calculated against actual deal values from your CRM rather than platform-reported conversion events. The top campaigns by closed-won ARR view shows real contribution across a 90-day cohort, correcting for the long B2B sales cycles that make standard last-touch attribution misleading.
AI Traffic Source Tracking
Cometly automatically identifies and attributes traffic from AI tools including ChatGPT, Gemini, Grok, and Google AI Overviews. The demo dashboard shows ChatGPT and Gemini alongside traditional paid and organic channels with the same pipeline and closed-won ARR metrics applied. As AI-sourced traffic grows, having attribution data that covers these channels gives B2B teams a more complete picture of what is driving pipeline.
Server-Side Tracking and Conversion API
In addition to the Comet Pixel, Cometly supports server-side tracking that sends conversion events directly to ad platform APIs without depending on browser-based signals. This recovers sessions lost to ad blockers and iOS tracking restrictions, typically capturing 15 to 30 percent more conversion events than pixel-only tracking. For B2B campaigns with low conversion volumes, the difference in data completeness affects attribution accuracy significantly.
MCP Integration for Claude
Cometly is one of the first attribution platforms to ship an MCP (Model Context Protocol) integration for Claude. This allows users to query their attribution data through natural language directly inside Claude, pulling campaign ROAS, pipeline data, and closed-won ARR into a conversation without switching to the Cometly dashboard. The integration is available on the Enterprise plan.
Warehouse Sync and BI Integration
Enterprise accounts connect Cometly attribution data to Snowflake and BigQuery, enabling companies that run centralized data warehouses to include ad attribution in the same models as CRM, product, and finance data. This removes the need to manually export and join datasets when building revenue attribution models in dbt or similar tools.
Pricing
| Feature | Core Usage-based, contact for pricing | Enterprise Custom |
|---|---|---|
| Pricing model | Based on website sessions | Custom |
| Pixel tracking | ✓ | ✓ |
| Server-side tracking | ✓ | ✓ |
| Multi-touch attribution | ✓ | ✓ |
| Account journeys | ✓ | ✓ |
| Customizable dashboards | ✓ | ✓ |
| Ask AI | ✓ | ✓ |
| Conversion API | ✓ | ✓ |
| AI Ads Manager | ✓ | ✓ |
| 70+ integrations | ✓ | ✓ |
| CRM and warehouse sync | ✗ | ✓ |
| MCP integration | ✗ | ✓ |
| Cometly API | ✗ | ✓ |
| Snowflake and BigQuery support | ✗ | ✓ |
| Dedicated solutions engineer | ✗ | ✓ |
Who it is for
Marketing teams running Google Ads, LinkedIn Ads, or Meta Ads campaigns for B2B SaaS products who cannot get accurate ROAS data because their sales cycle is longer than the standard attribution window. Cometly connects first touch to closed-won ARR across 90-day or longer cohorts.
RevOps and finance stakeholders who need a single source of truth for marketing-sourced pipeline and revenue. The CRM integration and warehouse sync on Enterprise make Cometly data available in the same models used for board reporting and budget planning.
Teams using Claude in their workflow who want to query attribution data through natural language rather than building custom reports. The MCP integration brings Cometly data directly into Claude conversations, making campaign performance questions answerable without switching platforms.
Verdict
Cometly is the most serious attribution tool in this review for B2B SaaS companies running paid campaigns. The full-funnel pipeline-to-ARR attribution, server-side tracking, AI source detection, and MCP integration for Claude represent a genuinely differentiated feature set. The lack of public pricing and the requirement for a sales call will slow down evaluation, but for teams spending significant budget on paid acquisition, the attribution accuracy is worth the friction.
Frequently asked questions
How is Cometly different from standard Google Analytics attribution?
GA4 attributes conversions at the point a visitor submits a form or starts a trial. For B2B SaaS, that visitor may not become closed-won revenue for 30 to 90 days, and the deal may close through a different channel interaction. Cometly connects the original ad touch to the eventual CRM deal, so attribution is calculated against actual ARR rather than lead volume.
What does usage-based pricing based on sessions mean?
Cometly bills based on the number of unique website sessions tracked per month, which is how Google Analytics counts sessions. Every visitor to your site who has a browsing session counts toward the limit. High-traffic marketing sites with many visitors who never convert still consume session quota. Ask for a session volume estimate before signing to avoid surprises.
How does the MCP integration with Claude work?
The Model Context Protocol integration allows Cometly to act as a data source for Claude. Once configured, you can ask Claude questions like "which campaign had the highest closed-won ARR last quarter" and Claude pulls the answer directly from Cometly data without requiring you to log in and build a report. This is an Enterprise plan feature.
Does Cometly work for non-SaaS businesses?
Cometly is built specifically for B2B SaaS companies with CRM deal pipelines and long sales cycles. It is not designed for eCommerce, direct-to-consumer, or content businesses where the purchase happens immediately after a click. If your business model fits that description, Plausible, Fathom, or Humblytics are better starting points.
Can Cometly track traffic from AI tools like ChatGPT?
Yes. Cometly identifies and attributes traffic from AI tools including ChatGPT, Gemini, Grok, and Google AI Overviews. These appear as named channels in the attribution dashboard alongside Google Ads and LinkedIn Ads, with the same pipeline and ARR metrics applied. This is auto-detected without any additional configuration.