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      Attribution Reporting

      A brief review on Attribution Reporting

      Updated: November 7, 2024

      1. What is attribution?
      2. Attribution Reporting
      3. Types of Attribution Sources

      What is Attribution?

      Attribution provides a detailed analysis of the channels or sources through which a contact originated. This reporting will help us pinpoint areas for growth and understand which channels hold the greatest potential. For example, if we are running Facebook and Google Ads, we would like to know which is more effective at generating leads.

      Two Types of Attribution

      When attributing a contact to a specific source it is common to consider the first and latest attribution. Both are always stored on every single contact.

      1. First Attribution - is the first time a contact interacts with our system, when this happens we record attribution data for that session. For example: Someone fills out a Submission Form.

      2. Latest Attribution - is the most recent recorded interaction with us, when this happens we record attribution data for this most recent session as well. For example: After filling out a submission form, they then decide to join. When this happens, the latest attribution data will be recorded. 

      *The latest attribution will always change based on the last recorded interaction. However, the first attribution will not.

      Where to Locate Contact Attribution Data?

      Whether it's the first or latest attribution data, you can find this information located in the bottom right of all contacts within the contact record.

      For contact creation, the first and latest attribution is defined as:

      First attribution: The contact's first interaction is recorded in the system. 
      This is usually their first visit to your website or an interaction with any 
      of the sources listed above.

      Latest attribution: The contact's last interaction before they were converted 
      to a contact in the system

      Attribution Reporting

      1. You can find Attribution Reporting by navigating to Reporting > Attribution Reporting
      2. You can adjust the report based on
        1. Time
        2. First Attribution and 
        3. Last Attribution
      3. The graph can also be changed to view
        1. Revenue Generated by Day, Week , or Month
        2. Leads by Source and
        3. Opportunities that can be compared with one another

      4. The Session Events section breaks down how prospects were acquired, what the lead did as well as which campaign the prospect came through.
        1. This can also be exported. 

      Types of Attribution Sources

      1. Paid Search (Google Ads): Traffic categorized under Paid search comes from paid search campaigns (e.g., Google AdWords). This will help in analyzing the Google Ad Reporting.
      2. Paid Social (Facebook & Instagram Ads): Traffic categorized under Paid social comes from a paid social campaign. This will help in analyzing the Facebook Ad Reporting.
      3. Direct Traffic: Traffic categorized under Direct traffic is typically people who've typed the URL directly in their browser
      4. Organic Search: Traffic categorized under Organic Search comes from non-paid search results in known search engines, such as Google, Bing, Yahoo, and Duckduckgo. 
      5. Social Media: Traffic categorized under Organic social comes from social media websites or apps. An example is when a visitor shares your content or website on their social media account, and their followers visit your content or visit the links inside your messages on social media.
      6. Referrals: Traffic categorized under Referrals comes from external sites that link to your website. It should not be a search engine or social media site. A referring domain may have multiple pages that link to your site