Glossary Term
What Is Attribution?
Attribution is the process of identifying which marketing source or campaign produced a lead or sale. It answers the question of where a customer came from, so a business can invest more in what works and less in what does not.
In Detail
Attribution uses data like UTM parameters, lead source, and conversion tracking to connect a sale back to its origin.
Accurate attribution depends on consistent tracking across forms, campaigns, and sources.
Related Terms
Frequently Asked Questions
How does attribution work?+
It uses data like UTM parameters and lead source to connect a sale back to the marketing source that produced it.
What are UTM parameters?+
UTM parameters are tags added to a link that record the source, medium, campaign, term, and content so each lead can be attributed back to its origin.
Why is attribution often inaccurate?+
Inconsistent UTM tagging, missing lead source fields, and manual data entry break the chain. We set up consistent tracking across every form and source to keep attribution reliable.
Can attribution show which source produces the most revenue?+
Yes. By tying attribution to pipeline value and closed deals, you can see not just which source produces the most leads but which produces the most revenue.
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