Lead Attribution

Lead attribution is the process of connecting a customer inquiry to marketing interactions that may have contributed to it. A cleaning company may receive a request after someone finds its site through search, reads reviews, and later returns from an email. An attribution approach can record one or several of those touchpoints, depending on the available data and rules. Phone calls, referrals, offline conversations, and privacy restrictions make complete tracking difficult. Attribution does not prove that a particular ad caused a decision. It is broader than a lead source field, which may store only one reported or recorded origin.