Attribution Report - Comprehensive Guide

Introduction to Attribution

Understanding the impact of your marketing strategies is crucial, and attribution plays a vital role in this process by pinpointing where and how contacts interact with your platform. To access this feature, go to the Reporting section from your account dashboard and select the Attribution Report tab. 

Events Capturing Attribution Data

Attribution data is logged during specific actions within the same session, such as:

• Form/Survey Completion

• Calendar Booking Confirmation

• Chat Widget Interaction (Post Contact Information Submission)

• Order Form Completion

These actions must be executed through the forms, surveys, calendars, chat widgets, or order forms that you have set up in your account to ensure accurate attribution data collection.

Setting Date Ranges

To effectively evaluate attribution data, it's important to filter and choose specific date ranges. This can be done using the Select Date Range feature. 

Simply click on the dates you wish to analyze from the calendar dropdown, then confirm your selection to apply the date range and view the corresponding data. 

Attribution Types Explained

The "First" and "Last" attribution types offer valuable insights into the timeline of each contact’s interactions, from their first engagement to their most recent activity.

• First Attribution: This tracks the initial point of contact within your system. For example, if a user completes a "Contact Us" form, this event marks their first attribution, remaining constant as the first recorded interaction.

• Latest Attribution: This reflects the most recent interaction a contact has within your system. For instance, after the initial form submission, if a contact later makes a purchase through a Two-Step Order Form, this latest activity updates their attribution data. Unlike first attribution, this data continually updates with each new interaction. 

Refreshing Data

The refresh button allows you to instantly update the displayed data, ensuring that it aligns with your selected filters. This keeps your reporting current and accurate, empowering you to make timely decisions based on real-time insights. 

Tracking Financial Metrics and Leads

• Revenue Closed: Stay informed about the revenue your business has generated, offering valuable insights into your financial performance. 

• Opportunities Won: Monitor the number of opportunities that have converted successfully, helping you evaluate your sales effectiveness and conversion rates. 

• Total Leads: Track the number of contacts generated within your selected time frame to gauge the success of your lead generation and marketing efforts. 

• Revenue Visualization: View a timeline of your revenue data, with options to display this data by day, week, or month, depending on your preferred aggregation method. 

Analyzing Lead Generation

The Leads tab allows you to track and analyze the origins of your leads. It provides insights into the most effective marketing channels and campaigns for generating new contacts, enabling you to refine and optimize your strategies for better results.

• Leads by Source: A color-coded donut chart provides a clear visualization of how your leads are being generated, accompanied by numerical data for easy reference. 

Attribution Source Categories

Attribution sources are categorized to help you understand where your contacts are coming from:

• Paid Search: Traffic from paid search ads (e.g., Google Ads).

• Paid Social: Traffic from paid social media ads (e.g., Facebook, Instagram).

• Direct Traffic: Visitors who directly enter your website URL or arrive without a referral source.

• Organic Search: Traffic from non-paid search engine results (e.g., Google, Bing).

• Social Media: Traffic from organic social media posts and interactions.

• Referrals: Traffic from external websites linking to yours.

• Other: Includes traffic from channels like phone calls, SMS, emails, WhatsApp, etc.

• CRM UI: Leads manually created within the CRM.

• Third-Party: Leads sourced through third-party tools like Zapier.

Attribution sources are applied in the order displayed in the table below. 

Performance by Medium

This section highlights the effectiveness of different marketing channels, allowing you to identify which mediums are most successful in driving leads to your business. 

Analyzing Opportunities

You can select multiple opportunity pipelines to compare session events related to your opportunities, providing deeper insights into their performance. 

Session Event Tracking

By analyzing session events, you can better understand user engagement and optimize your marketing strategies. These events are critical for tracking how contacts interact with your website or marketing materials. 

Customizing Data Display

• Columns: The columns button lets you modify the displayed data by adding or removing columns according to your preferences, ensuring that the table is tailored to your specific needs. 

• Exporting Data: The Show/Export Data icon allows you to view a list of contacts created within a specific time frame and download this data as an Excel sheet. 

• Filtering Session Events: The filter button enables you to refine and customize the table data, providing a more focused view of the information relevant to your analysis. 

Conclusion

Effectively tracking and understanding contact attribution is key to refining your marketing strategies. By accurately monitoring the sources of contact interactions, you can make informed decisions that boost campaign performance. Ensuring proper setup and troubleshooting will help maintain the accuracy and value of your attribution data.

Frequently Asked Questions (FAQs)

• Q: Can I manually update attribution data?

  • A: No, attribution data is automatically logged based on contact interactions within your system.

• Q: Why isn’t my latest attribution data updating?

  • A: Ensure that the contact has performed an action that qualifies as an attribution event, such as filling out a form or making a purchase.

• Q: How can I track attribution for leads from third-party tools?

  • A: Leads generated through third-party tools like Zapier will be categorized under the "Third-Party" attribution source.