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Attribution

Where do your enquiries come from?

Search, newsletter or ad: check the source recorded for each contact and use that information to assess your campaigns.

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Here’s what you can do.

Three examples show how you can use Attribution.

01

Give your campaign link a source

Label links with a source, medium and campaign. These UTM parameters can be captured when someone submits a supported form or books an appointment. Test the complete path before launching the campaign.

An example campaign link to an architecture website with UTM source newsletter, UTM medium email and the campaign herbst.
Simplified product example · not a live product view
02

See the source on the contact record

The first enquiry comes through Google search; a later booking comes through a newsletter. Review the first and latest recorded sources separately on the contact. The first stays the same; the latest can change with another recorded interaction.

The example contact Alex shows a first form enquiry from Google search and a latest recorded booking from a newsletter.
Simplified product example · not a live product view
03

Find the contacts linked to your campaign

In a supported contact report, select first or latest attribution before filtering by the captured UTM campaign, such as “herbst” in this example. The table shows matching contacts, not just clicks on your link.

An example contact report combines latest recorded attribution with a UTM campaign contains herbst filter and shows matching example contacts Alex and Mara.
Simplified product example · not a live product view

What this changes for your day-to-day work.

The practical benefits of Attribution.

Tell ad variants apart

Captured UTM content can distinguish two ads within the same campaign. Their links need different content labels for this to work.

Two ad creatives have distinct UTM content labels, motiv-a and motiv-b.

Review opportunities by source

Supported opportunity reports can use attribution filters too. Narrow the view to existing records with the source you select.

The Newsletter source filter narrows the opportunity list to matching records.

Separate paid and organic search

The recorded source category distinguishes search ads from unpaid search results. Correct campaign parameters and suitable tracking setup matter.

The source overview separates paid search and organic search into distinct rows.

See individual contacts behind the figures

Open the records behind a supported report. Attribution and UTM columns let you check individual records and export the available details.

A report opens individual contact records with UTM details and an export action.

Keep missing attribution in view

A source report can show fewer contacts than your CRM total. Keep imported or manually created contacts without attribution data in mind when interpreting the result.

Alongside recorded sources, a contact with missing attribution remains visible for inspection.

Simplified examples, not live account data.

What you need to get started.

Agree consistent UTM names and check tracking, consent and supported forms. Test from the campaign link through to the contact record. External websites need the appropriate tracking integration; not every third-party form is supported. We check available reporting features and permissions in your account.

Analytics shows page views and actions. Attribution adds recorded source information to contacts and supported dashboards or reports. A page view alone does not create an attributed contact; a supported action with contact details is required.

Availability and any add-on or usage costs are confirmed for your ONE LOOP account before implementation.

Manage campaigns and lead activity across relevant advertising channels.

Manage contact details, notes and tasks in one place.

Build a report for your team or clients. Check it with a test email, then schedule regular delivery.

All Marketing features

Your questions, answered.

What does first or latest attribution mean?

First attribution keeps the first recorded source. Latest attribution describes the most recent recorded interaction and can change. For example, a form submission through Google search followed by a newsletter-driven booking. This is not a complete list of every visit in between.

Why does the report not show every contact?

Some source widgets use latest attribution by default and only include contacts with recorded attribution data. Check the date range, filters and underlying records. CSV imports or manually created contacts without those details may be absent. The report cannot reconstruct tracking data that was never captured.

Is the contact’s Source field the same as UTM source?

No. A form can set the contact’s Source field, for example. UTM source comes from a captured campaign parameter, while the session source classifies traffic, such as organic search. Medium as an interaction type — for example, a form — and UTM medium — for example, email — are also different fields.

Does attribution prove which ad caused a purchase?

No. It shows recorded associations, not proof of causation. Device changes, missing consent or lost parameters can leave gaps. Direct traffic does not necessarily mean someone typed the address; missing source information can also lead to that classification. Budget decisions need additional data and a review of the measurement setup.

See it with your own use case.

Let’s explore your use case and what the setup requires.

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