Attribution Tab

The Attribution tab helps you understand where your best leads come from. Track UTM performance, compare channels, and optimize your marketing spend based on actual sales outcomes.

Dashboard Layout

The Attribution tab: journey KPIs + session heatmap, attribution breakdown, lead-source and UTM-campaign tables, channel-by-medium charts, referral performance, top disqualification reasons, and the full booking-intent funnel.

KPI Cards

Total Tracked Leads

Definition: Leads with attribution data captured.

What to watch:

Percentage of total leads with attribution
Gap = UTM coverage issue
Should be close to 100%

Top Source

Definition: utm_source with highest lead volume.

Context:

Volume ≠ Quality
Compare with conversion metrics
May differ by period

Best Conversion

Definition: Source with highest close rate.

Why it matters:

Quality indicator
Budget allocation signal
Scale opportunity

Attributed Revenue

Definition: Total revenue traced to sources.

Calculation:

Attributed Revenue = Sum(Deal Value) where source known

Leads by Source

Distribution Chart

Visual breakdown of lead sources:

Source          Count    Percentage    Bar
─────────────────────────────────────────────────
Google            120       35%       ████████████
LinkedIn           78       23%       ████████
Organic            58       17%       ██████
Referral           48       14%       █████
Email              28        8%       ███
Other              10        3%       █
─────────────────────────────────────────────────
Total             342      100%

Source Definition

Mapped from utm_source:

google: Google Ads, organic
linkedin: LinkedIn ads, organic posts
organic: Direct/no source
referral: Partner, ref parameter
email: Email campaigns

Channel Performance Table

Full Metrics

Comprehensive view by source:

Source	Leads	Show %	Close %	Revenue	Rev/Lead	Apex Avg
Google	120	78%	28%	$52,000	$433	74
LinkedIn	78	85%	42%	$68,000	$872	79
Organic	58	82%	35%	$38,000	$655	76
Referral	48	88%	48%	$42,000	$875	81
Email	28	75%	32%	$18,000	$643	72

Sorting & Analysis

Click columns to sort and find:

Volume leaders: Most leads
Quality leaders: Highest close rate
Value leaders: Highest revenue
Efficiency leaders: Highest rev/lead

Key Insights

From the example:

Google: High volume, low conversion
LinkedIn: Good volume, best close rate
Referral: Low volume, highest quality

Campaign Analysis

UTM Campaign Breakdown

Drill into specific campaigns:

utm_source=google
─────────────────────────────────────────────────────
Campaign            Leads    Close%    Revenue
─────────────────────────────────────────────────────
brand-search          45      35%      $22,000
competitor-search     32      22%      $12,000
display-retargeting   28      28%      $14,000
generic-search        15      18%       $4,000
─────────────────────────────────────────────────────

Campaign Comparison

Compare campaign performance:

Same source, different campaigns
Same campaign, different sources
A/B test analysis

Medium Analysis

UTM Medium Breakdown

Medium         Leads    Show%    Close%    Revenue
─────────────────────────────────────────────────────
cpc             152      78%      28%      $58,000
organic          58      82%      35%      $38,000
social           48      84%      38%      $35,000
email            42      76%      30%      $24,000
referral         42      88%      48%      $42,000
─────────────────────────────────────────────────────

Medium Insights

cpc: Paid traffic quality
organic: Content effectiveness
social: Social presence value
referral: Partner program success

Funnel by Source

Conversion Funnel

Track each source through funnel:

GOOGLE (utm_source=google)
─────────────────────────────────────────────────────
Leads Created:        120   (100%)
      ↓
Scheduled:            108   (90%)
      ↓
Attended:              84   (70%)
      ↓
Won:                   34   (28%)
─────────────────────────────────────────────────────

LINKEDIN (utm_source=linkedin)
─────────────────────────────────────────────────────
Leads Created:         78   (100%)
      ↓
Scheduled:             74   (95%)
      ↓
Attended:              66   (85%)
      ↓
Won:                   33   (42%)
─────────────────────────────────────────────────────

Drop-off Analysis

Identify where sources leak:

Google: Big drop at Attended (-20%)
LinkedIn: Strong through funnel

Time-Based Analysis

Source Trends

Track source performance over time:

Month      Google    LinkedIn    Organic    Referral
─────────────────────────────────────────────────────
January       32         18         15          12
February      38         22         18          14
March         42         28         22          16
April         48         32         25          18
─────────────────────────────────────────────────────

Seasonality

Identify patterns:

LinkedIn stronger in Q1 (planning)
Referral builds over time
Paid search consistent

Custom Reference (ref)

Partner Tracking

Using ref parameter:

ref=partner-acme       42 leads    45% close    $38K
ref=webinar-jan        28 leads    38% close    $18K
ref=ebook-download     15 leads    25% close     $8K

Use Cases

Partner attribution
Content tracking
Event tracking
Individual link tracking

ROI Analysis

Calculate Channel ROI

If you track marketing spend:

Channel     Spend     Revenue    Leads    CAC      ROI
─────────────────────────────────────────────────────
Google     $15,000   $52,000     120    $125    247%
LinkedIn   $12,000   $68,000      78    $154    467%
Email       $2,000   $18,000      28     $71    800%
─────────────────────────────────────────────────────

ROI Calculation

ROI = (Revenue - Spend) / Spend × 100
CAC = Spend / Leads
LTV/CAC = Avg Deal Size / CAC

Actionable Insights

Budget Recommendations

Based on data:

🔴 REDUCE SPEND
─────────────────────────────────────────
Google Generic Search: 18% close, $267/lead
• Consider pausing or reducing budget
• Test different landing pages first

🟢 INCREASE SPEND
─────────────────────────────────────────
LinkedIn: 42% close, $872 revenue/lead
• Highest quality source
• Scale with confidence
• Test similar audiences

🟡 OPTIMIZE
─────────────────────────────────────────
Google Brand Search: 35% close, $489/lead
• Good but can improve
• A/B test ad copy
• Review landing page

Missing Attribution

Unattributed Leads

Track leads without source:

Attributed:      342 (85%)
Unattributed:     58 (15%)
─────────────────────────────────────────

Common Causes

Direct visits (bookmarked)
UTM stripped (referrer policy)
Organic search
Word of mouth

Improving Attribution

Use UTMs on all links
Add ref parameters
Track booking link sources
Ask "How did you hear about us?"

Exporting

Available Reports

Source Summary: Channel overview
Campaign Detail: UTM breakdown
Funnel Analysis: Source conversion
ROI Report: With spend data

Integration

Export to:

Marketing dashboards
Budget planning tools
Executive reports

Best Practices

UTM Discipline

Consistent naming: Standardize values
Document conventions: Team alignment
URL builders: Use tools to prevent errors
Regular audits: Check for rogue UTMs

Analysis Rhythm

Weekly: Check lead sources
Monthly: Full channel analysis
Quarterly: ROI review, budget planning

Decision Framework

Close Rate	Volume	Action
High	High	Scale aggressively
High	Low	Find more inventory
Low	High	Optimize/reduce
Low	Low	Consider pausing

Next Steps

UTM Tracking - Set up attribution
Overview Tab - High-level metrics

Attribution Tab

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