Understanding Attribution Traffic Sources

This feature provides valuable insights into the traffic generated by different channels on your site. This information is crucial for analyzing your marketing efforts, identifying successful campaigns, and determining the most promising traffic channels. By understanding which channels are driving the most traffic, you can make informed decisions on where to invest your marketing resources for future growth.

The first and latest attribution value will be one of the following:

• Paid Social

• Organic Search

• Social Media

• Referrals

• Others

• CRM UI

• Third-Party

Where to find the first and latest attribution for a contact

Go to Contacts. Scroll down to contact record and click on the “Activity tab”.

PRO TIP: 

- First attribution: The contact's first interaction is recorded in the system. This is usually their first visit to your website or 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

How traffic is categorized into each source

The traffic on your site is categorized into specific sources based on a set of rules. These rules consider both the full page URL and the referring domain, if available, to determine the appropriate categorization. The categorization rules are applied in a specific order to ensure accuracy and consistency.

Direct Traffic

Direct traffic refers to visitors who access your website by directly typing the URL into their browser or by clicking on a bookmarked link. It doesn't have a specific source indicated because there is no referral information available. This can happen when people manually enter the URL or when they remove query parameters before accessing the site.

To view the source URLs for these visitors, click the Direct traffic source.

Paid Search

Paid search traffic refers to visitors who arrive at your website through paid search campaigns, such as Google AdWords. These campaigns involve paying for ads to appear in search engine results. Analyzing this traffic category can provide valuable insights for Google Ad Reporting, helping you understand the effectiveness and impact of your paid search campaigns.

It needs to have the UTM parameters matching (It is case sensitive) 

{YourLandingPageUrl.com}?utm_source=adwords&utm_medium={AdName}&utm_campaign={CampaignName}&utm_content={AdGroupName}&utm_keyword={keyword}&utm_matchtype={matchtype}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}

UTM Parameters:

utm_source=adwords

utm_medium={AdName}

utm_campaign={CampaignName}

utm_content={AdGroupName}

utm_keyword={keyword}

utm_matchtype={matchtype}

campaign_id={campaignid}

ad_group_id={adgroupid}

ad_id={creative}

Paid Social

Paid social traffic refers to visitors who come to your website through paid social media campaigns, such as Facebook Ads. These campaigns involve paying for advertisements on social media platforms. Analyzing this traffic category can provide valuable insights for Facebook Ad Reporting, helping you assess the performance and effectiveness of your paid social media campaigns.

It needs to have the UTM parameters matching (It is case sensitive) 

utm_source=fb_ad&utm_medium={{adset.name}}&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}}

Note: When using custom values for UTM parameters be sure to check formatting, and spelling, and to remove any spaces before and after the URL.

Organic Search

Organic search traffic refers to visitors who arrive at your website through non-paid search results on popular search engines like Google, Bing, Yahoo, and DuckDuckGo. This category excludes traffic from paid advertisements.

To view the specific keywords used by visitors in their search engine queries, you can click on the Organic search source in the Sources table. However, in some cases, the keywords may be labeled as "Unknown keywords (SSL)" due to search engines encrypting user data. For instance, Google encrypts the search terms entered by their users, making them inaccessible in the referral data.

Social Media

Organic social traffic refers to visitors who come to your website through social media platforms. This includes instances where visitors share your content or website on their social media accounts, and their followers click on the shared link to access your content or visit the links within your social media messages. In summary, organic social traffic represents the visits generated organically through social media platforms and user-generated content sharing.

Referrals

Referral traffic refers to visitors who come to your website through external sites that have linked to your website. This category excludes traffic from search engines and social media sites. Instead, it includes traffic from other websites that have provided a clickable link leading to your site. It's important to note that a referring domain may have multiple pages that link to your website, contributing to the overall referral traffic.

Others

Having a centralized system to display and manage leads is crucial when they are generated through multiple channels like incoming calls, SMS, emails, WhatsApp messages, or Facebook messages. It allows businesses to keep track of all the leads in one place, ensuring none are overlooked or missed. This centralized system helps ensure that businesses capture and follow up on potential customers effectively, preventing any missed opportunities.

CRM UI

When a lead is manually created through the CRM (Customer Relationship Management) system, its source is categorized as such. This categorization helps in distinguishing leads that were created manually from other sources. By identifying leads created manually, businesses can track and analyze the effectiveness of their manual lead generation efforts separately.

Third-Party

When a lead is generated through a third-party tool like Zap, its source is categorized accordingly. This categorization helps in recognizing leads that were created through third-party integrations. By identifying leads created via third-party tools, businesses can track and evaluate the effectiveness of their integrations and assess the impact of these tools on lead generation.