Attribution, in its simplest form, is the process of identifying the channels or sources that have contributed to a contact's creation or conversion. It plays a key role in determining how effective your marketing channels are, helping you allocate budgets more sensibly.

  • First Interaction: The first source through which a contact interacted with your system. It stays constant unless the contact data is reset.
  • Latest Interaction: The most recent source from which the contact has interacted. It updates with each new interaction.

Locating Contact Attribution Data

To find attribution data for a contact within the CRM, navigate to the contacts section, select a contact, and go to the "Activities" tab.

Click either the first or latest attribution source to view detailed UTM data.

Understanding Session Sources

  • CRM UI: Contacts created directly within the CRM interface by a user, rather than through an automated or external source.
  • Paid Search: Contacts coming from paid search ads, such as Google Ads.
  • Paid Social: Contacts from paid social media ads on platforms like Facebook or Instagram.
  • Direct Traffic: Contacts who accessed your site directly by typing the URL or clicking a bookmark.
  • Organic Search: Contacts that found your site through unpaid search engine results.
  • Social Media: Contacts coming from non-paid interactions on social media platforms.
  • Referrals: Contacts referred from another website.
  • Others: Various other sources not covered above, such as SMS, email, or third-party integrations.

Setting Up Ad Reporting

To track the source of your leads and conversions accurately, you need to set up ad reporting correctly. This means using the right UTM parameters and making sure your ads are configured to capture that data effectively.

  • Google Ads: Use the provided tracking template and ensure your UTM parameters are correctly set up.
  • Facebook Ads: Follow the setup guide to map your ad data into the CRM accurately.

Troubleshooting Common Issues

If your ad reporting isn't behaving as expected, try the following:

  • Check for typos, spaces, or case sensitivity errors in your UTM parameters.
  • Make sure the contact's interaction is captured on the final URL without navigating away, as this can strip UTM parameters.
  • Avoid adding custom UTM parameters not specified in the setup directions.

Frequently Asked Questions

Q: What actions trigger attribution data capture in the CRM?

  • Form or survey submissions, calendar booking submissions, chat widget interactions, and order form submissions.

Q: Why is my attribution data not showing up?

  • Make sure the interaction meets the criteria above and that UTM parameters are correctly configured.

Q: Can I track attribution across multiple sources?

  • Yes, the CRM captures both the first and latest interaction sources, giving you a full picture of the contact's journey.