Falora

Falora connects ad experiment performance to CRM pipeline data. The Attio integration lets Falora read your deal pipeline and match contacts to ad experiments via UTM tags - so you can see which experiments actually generate leads, MQLs, SQLs, and revenue.

Falora never stores contact information. During each sync, Falora reads contacts and deals from Attio, counts how many reached each pipeline stage per experiment, and writes only the aggregated numbers back to its own database. No names, emails, or personal data leave your Attio workspace.

Once connected, Falora runs a daily sync against your Attio workspace. The process works in four steps:

1. Fetch contacts with UTM data. Falora queries Attio for all people where your configured UTM field is populated. Only the UTM value, pipeline stage, and deal value are read - no other contact data is pulled.
2. Resolve pipeline stages. Each contact's associated Deal is checked to determine their current stage. Falora translates this into your mapped canonical stage (Lead, MQL, SQL, Opportunity, Deal Won, or Deal Lost) using the mapping you configured during setup.
3. Aggregate per experiment. Contacts are grouped by their UTM value and counted per stage. Counting is cumulative - an SQL is also counted as an MQL and a Lead. Deal values are summed for won deals.
4. Write metrics, discard contacts. Only the aggregated counts and revenue per experiment are stored in Falora. The individual contact data is discarded after processing. Nothing is written back to Attio.

A manual "Sync Now" button is available for on-demand refreshes. When you drill down into an experiment's contacts in Falora, that data is fetched live from Attio and displayed in-session - it's never cached or persisted on Falora's side.

Requirements

• A Falora account with an active workspace
• An Attio account with permission to install integrations
• UTM or experiment tags captured on contact records in Attio (via form hidden fields, lead gen ads, or manual tagging)

Setup

1. In Falora, go to Settings → Integrations → Attio and click Connect.
2. Complete the OAuth authorization. You'll be redirected to Attio to grant read-only access, then returned to Falora.
3. Map your UTM field. Select which Attio field contains your UTM or experiment identifier. Falora shows all available fields on your people object so you can pick the right one.
4. Map your pipeline stages. Choose your deal pipeline, then assign each stage to a Falora funnel stage (Lead, MQL, SQL, Opportunity, Deal Won, Deal Lost, or Skip). At least two stages must be mapped.
5. Test the connection. Falora runs a sample sync and shows a preview of matched experiments with their stage counts, so you can verify the mapping is correct before activating.
6. Activate. Daily sync starts immediately. You can adjust field and stage mappings at any time without disconnecting.

Permissions

Falora requests read-only access to people, companies, and deals in your Attio workspace. It does not create, modify, or delete any records.