Attribution helps us understand where your contacts are coming from by breaking down the channels or sources that bring them to you. This insight is crucial for identifying growth opportunities and figuring out which channels are most effective.
For instance, if you're running Facebook and Google Ads, you'd want to know which platform is better at bringing in leads through Ivorey. Attribution gives you this clarity.
Direct Social
This traffic doesn’t have a clear source. It usually comes from people typing your URL directly or removing tracking links. Click on the direct traffic source to see where they came from.
Organic Search
This is traffic from free search results on Google, Bing, Yahoo, and similar search engines. Click on the Organic Search source to see which keywords were used. Some searches may show as “Unknown keywords” due to privacy settings.
Social Media
This is traffic from social media platforms where people clicked a link to your site or viewed your shared content.
Referrals
This is traffic from other websites that link to your site, not including search engines or social media.
Other
This includes leads from calls, texts, emails, WhatsApp, or Facebook messages, all tracked in one place.
CRM UI
Leads added manually inside the Ivorey
CRM will show here, so you can easily track any that were entered.
Third-Party
Leads added through third-party tools will appear here, making it easy to track those coming from external integrations.
To capture attribution data, a contact must complete at least one of the following actions in a single session using Ivorey tools:
Submit a form or survey
Book a time via calendar
Interact with the chat widget after entering their contact info
Submit an order form (one or two-step)
Note: Attribution data is only tracked through Ivorey Forms, Surveys, Calendars, Chat Widgets, and Order Forms. Actions on non-Ivorey tools or pages (including UTM data) will not be captured.
Ivorey uses a set of rules to categorise traffic sources. Here’s how we determine attribution:
Order | Rule | Source |
1 | The "utm_source" parameter contains the word “adwords” for Google Ad. | Paid Search |
2 | The "gclid" parameter is present, as it is the Google click ID. The "msclkid" parameter is present, it is the Microsoft click ID for Bing/Yahoo | Paid Search |
3 | The "utm_source", "utm_medium", or "utm_campaign" parameter is present and the referring domain is google.com. | Paid Search |
4 | The "utm_source" parameter contains the word “fb_ad” for Facebook Ad. We have deprecated utm_source=facebook, please use "fb_ad". The "utm_source" parameter contains the word “linkedin_ad” for Linkedin Ads and "twitter_ad" for Twitter Ads | Paid Social |
5 | The referring domain is a social media site. | Social Media |
6 | Referring domain is a search engine. (Google, Yahoo, Bing, Duckduckgo) | Organic Search |
7 | Referring domain is not a social media site or search engine. | Referral |
8 | No referring domain or tracking URL. | Direct Traffic |
9 | This shows up if the lead came from an Incoming Call/SMS/Email/WhatsApp/Facebook message or any other source not covered above. | Others |
10 | Lead is manually created within the CRM system | CRM UI |
11 | Lead is generated from a third-party integration tool like Zapier or Pabbly | Third-Party |
This guide is perfect if you want to:
Learn how to use attribution
Set up your ad reporting
Ivorey uses UTM parameters and ad metadata to track where your leads are coming from, helping you understand which ads, campaigns, or platforms are driving results. When links include the correct UTM structure - or when ads are connected properly - this data is captured automatically and shown in your attribution reporting.
Name | Key | Value |
UTM Source | utm_source | adwords |
UTM Medium | utm_medium | {adname} |
Campaign | utm_campaign | {campaignname} |
UTM Content | utm_content | {adgroupname} |
Match Type | utm_matchtype | {matchtype} |
Campaign | campaign_id | {adgroupid} |
Ad Group ID | ad_group_id | {adgroupid} |
Ad ID | ad_id | {creative} |
Name | Key | Value |
UTM Source | utm_source | fb_ad |
UTM Medium | utm_medium | {{adset.name}} |
Campaign | utm_campaign | {{campaign.name}} |
UTM Content | utm_content | {{ad.name}} |
Campaign | campaign_id | {{campaign.id}} |
You can find attribution data in the bottom right corner of each contact record. Here’s how:
From the main menu, go to Contacts > select a contact record > look for the attribution data at the bottom right column under the Activity tab
First Attribution: This is the contact's first interaction with your system, typically their first visit to your website or their initial engagement with your sources.
Latest Attribution: This shows the contact’s last interaction before they were recorded in your system.
Hit the support chat widget inside Ivorey - we can:
Walk you through any of the steps
Troubleshoot anything that’s not working
We’re here and ready to help via the chat widget in the bottom right of your Ivorey account. Or if you are looking for done-for-you support, you can browse our current services here 
