Grasping and Applying Attribution

Defining Attribution

Attribution refers to the process of identifying which channels or sources played a role in generating a contact or leading to their conversion. This concept is key in assessing the impact of various marketing efforts, enabling businesses to optimize their budget allocation.

• Initial Interaction: This is the very first channel through which a contact engages with your system. Once established, it remains unchanged unless the contact data is reset.

• Recent Interaction: This reflects the latest channel through which the contact has engaged. This information updates with every new interaction.

How to Access Contact Attribution Data

To view the attribution data for a specific contact in your CRM system:

1. Head to the contacts section and choose the contact you wish to analyze.

2. Click on the "Activities" tab. 

3. Hover your cursor over the question marks next to the session source to see detailed UTM information. 

Interpreting Session Sources

• Paid Search: Contacts originating from paid search advertisements, such as those on Google.

• Paid Social: Refers to contacts acquired via paid social media advertisements on platforms like Facebook or Instagram.

• Direct Traffic: Includes contacts who accessed your site directly by entering the URL or using a bookmark.

• Organic Search: Contacts who found your site through organic, unpaid search engine results.

• Social Media: Contacts coming from non-paid engagements on social media platforms.

• Referrals: Contacts who were referred to your site from another website.

• Other Sources: This category includes a variety of other channels like SMS, email, or third-party integrations.

Configuring Ad Reporting

For accurate tracking of leads and conversions, it is vital to correctly set up ad reporting. This process involves using the appropriate UTM parameters and ensuring your advertisements are configured to capture this data accurately.

• Google Ads: Implement the provided tracking template and verify that UTM parameters are correctly configured.

• Facebook Ads: Follow the setup instructions to map your ad data accurately within the CRM.

Addressing Common Ad Reporting Issues

If ad reporting isn't functioning as expected, consider these troubleshooting tips:

• Double-check for typos, unnecessary spaces, or case sensitivity issues in your UTM parameters.

• Ensure the contact's interaction is recorded on the final URL without any redirection, as this can result in lost UTM data.

• Refrain from adding custom UTM parameters that aren't part of the specified setup instructions.

Common Questions

What activities capture attribution data in the CRM? Attribution data is captured through actions such as form submissions, survey completions, calendar bookings, interactions with chat widgets, and order form submissions.

Why isn't my attribution data appearing? Ensure that the interaction meets the necessary criteria and that UTM parameters have been set up correctly.

Can I track multiple attribution sources? Yes, the CRM records both the first and most recent interaction sources, offering a comprehensive view of the contact's journey.