What is Attribution?
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.
In this article, we'll guide you through how to use attribution in Ivorey and show you where to set up your ad reporting.
Where to Find Contact Attribution Data
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.
Types of Attribution Sources
Let’s explore the different sources you might see in the First or Latest Attribution value:
Paid Search
Paid Social
Direct Traffic
Organic Search
Social Media
Referrals
Others
CRM UI
Third-Party
Each Attribution Source Explained
Google Ads UTM Parameters
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} |
Paid Social (Facebook & Instagram Ads)
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}} |
Types of Traffic Explained (click to open)
Types of Traffic Explained (click to open)
Direct Social
This traffic has no specific source. Typically, these visitors type your URL directly into their browser or remove query parameters before arriving at your site. To view the source URLs for these visitors, click on the Direct traffic source.
Organic Search
This refers to traffic from unpaid search results on search engines like Google, Bing, Yahoo, and DuckDuckGo. You can see the search keywords used by clicking the Organic Search source in the Sources table. Note that encrypted search terms (SSL) may appear as "Unknown keywords."
Social Media
Traffic from social media platforms where your content is shared or where visitors come through social media links.
Referrals
Traffic coming from external websites that link to yours, excluding search engines and social media.
Other
Includes leads from various channels like incoming calls, SMS, emails, WhatsApp messages, or Facebook messages. This helps you keep track of all leads in one place.
CRM UI
Leads created manually within the Ivorey CRM are categorized here. This helps identify leads that were manually entered.
Third-Party
Leads generated through third-party tools are categorised as such, helping to identify leads from third-party integrations.
What Events in Ivorey™ Will Record Attribution?
For attribution data to be captured, a contact must perform one or more of the following actions within a single session. Please note, only actions performed using Ivorey Forms, Surveys, Calendars, Chat Widgets, and Order Forms will capture attribution data. Non-Ivorey™ events will not capture attribution data - this includes UTM parameter data.
Form or Survey Submission
Calendar Booking Submission
Chat Widget Interaction (After submitting contact info)
Order Form Submission (One or Two-Step)
How is Attribution Source Determined?
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 |
Need Help?
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