Set Up Attribution Reporting

Track which marketing channels, campaigns, and touchpoints actually drive leads and revenue. This setup guide walks you through configuring UTM parameters, installing tracking scripts, and viewing attribution data.

Prerequisites

Active landing pages, funnels, or forms
Admin access to your advertising accounts (Google Ads, Facebook Ads Manager)
Basic understanding of UTM parameters and campaign tracking
Facebook Pixel and Google Ads tracking configured

Configure Facebook Ad UTM Parameters

Proper UTM tagging is essential for accurate attribution. Start with your Facebook and Instagram campaigns.

Open Facebook Ads Manager and select the campaign you want to track
Navigate to the ad level and click Edit
Scroll down to the Tracking section
Click Build a URL parameter
Configure the following parameters exactly as shown:
- Campaign Source: Enter fb_ad (case-sensitive, no spaces)
- Campaign Medium: Enter {{adset.name}} (include the double curly brackets)
- Campaign Name: Enter {{campaign.name}}
- Campaign Content: Enter {{ad.name}}
Click Add Parameter to create a custom parameter
Set the parameter name to campaign_id and the value to {{campaign.id}}
Save the ad and publish your changes

Repeat this process for every Facebook or Instagram ad campaign. The dynamic parameters automatically populate with the actual campaign, ad set, and ad names when ads are served.

Configure Google Ads UTM Parameters

Set up tracking for your Google Ads campaigns using ValueTrack parameters.

Open your Google Ads account
Navigate to Settings at the campaign level (or account level to apply globally)
Click Account settings > Tracking
Scroll to Tracking template and enter the following:

?utm_source=adwords&utm_medium={adname}&utm_campaign={campaignname}&utm_content={adgroupname}&utm_keyword={keyword}&utm_matchtype={matchtype}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}

Click Save
Confirm that Auto-tagging is enabled in your account settings (this adds the gclid parameter automatically)
Test a preview ad link to verify the UTM parameters appear in the URL

The single-curly-bracket placeholders are Google’s ValueTrack parameters that populate dynamically when ads are clicked.

Set Up Facebook Conversion API

Server-side tracking improves attribution accuracy by bypassing browser-based limitations.

Navigate to Automations > Workflows in your sub-account
Click Create Workflow
Set the trigger to Form Submitted (or another lead event like Appointment Booked)
Click Add Action > Integrations > Facebook Conversion API
Authenticate your Facebook account if prompted
Select the Event Type (Lead, Purchase, etc.)
Map contact fields to Facebook’s required fields (email, phone, first name, last name)
Save and publish the workflow

Repeat this process for each lead-generation workflow to ensure all entry points send data to Facebook.

Configure Landing Page Tracking

Ensure your landing pages and forms preserve UTM parameters through the submission process.

Navigate to Sites > Funnels in your sub-account
Open the funnel or landing page where you are driving ad traffic
Open the form or survey element on the page
Confirm the form’s Action URL points to the correct destination
Test the form by clicking through an ad preview with UTM parameters
Submit the form as a test lead
Open the test contact record and scroll to the Activity tab
Verify the Attribution section displays the UTM parameters and session source

If attribution data is missing, check that the landing page URL does not redirect or strip query parameters.

Install External Tracking Script (Optional)

If you use external websites or landing pages not built within the platform, install the tracking script to capture attribution data.

Navigate to Settings > External Tracking
Copy the provided tracking script
Paste the script into the <head> section of every external page you want to track
Ensure the script loads before any form elements on the page
Test a form submission on the external page
Verify the contact record shows attribution data

This extends attribution tracking to pages outside your native funnels and websites.

Set Up Attribution Widgets on Your Dashboard

Add attribution filters to dashboard widgets to segment contacts and opportunities by source.

Navigate to Reporting > Dashboards
Click the Edit icon on an existing dashboard or create a new one
Click Add Widget
Select a Contact widget or Opportunity widget
Navigate to the Conditions tab
Click Add Condition > Attribution
Choose First or Latest attribution
Click Add Attribution Fields
Select the fields you want to filter by (UTM Campaign, UTM Source, Session Source, etc.)
Configure the chart type (Donut, Line, or Table)
For Donut or Line Charts, set the Group By field to Session Source or Medium
For Table Charts, click Select Columns and add attribution fields as columns
Save the widget and position it on your dashboard

Repeat this process for multiple widgets to create a comprehensive attribution view.

Configure Email Attribution Window

Set how long after an email send a conversion can be credited to that campaign.

Navigate to Marketing > Email Marketing > Settings
Scroll to Attribution Settings
Set the Attribution Window (default is 5 days)
Choose the Attribution Style:
- All Campaigns: Attributes conversions across all active campaigns
- Product Element Specific: Attributes only to campaigns that promoted the specific product purchased
Click Save

Adjust the window based on your typical sales cycle. Shorter windows give conservative views; longer windows capture delayed conversions.

Test Your Setup

Verify attribution is capturing and displaying correctly.

Click through a test ad with UTM parameters and submit a form
Open the resulting contact record and confirm attribution data appears under the Activity tab
Check that the Session Source matches the expected platform (Paid Search, Paid Social, etc.)
Review the UTM Campaign, UTM Source, UTM Medium, and UTM Content fields for accuracy
Open the Attribution Report by navigating to Reporting > Attribution
Confirm your test contact appears in the report under the correct source category
Review your dashboard widgets to verify attribution data populates in charts and tables

Next Steps

Once attribution tracking is live, use the data to optimize your marketing spend:

Review the Attribution Report weekly to identify which channels drive the most leads and revenue
Compare First Attribution and Latest Attribution to understand the full customer journey
Add attribution fields to your Smart Lists to segment contacts by campaign or source
Use attribution data in workflows to send targeted follow-ups based on the campaign that generated the lead
Monitor UTM parameter accuracy regularly by spot-checking new contacts
Avoid renaming active campaigns, as this can break attribution chains
Extend attribution tracking to chat widgets and external pages for comprehensive source visibility

For a deeper dive into attribution strategies and advanced filtering, read the full Attribution Reporting guide.