Attribution: which sources drive leads and revenue
Attribution answers the question every business owner asks: "Where are my best customers coming from, and which channels should I invest more in?"
| Layer | Example values | What it tells yo |
|---|---|---|
| Source | Google, Facebook, Yelp, Referral, Direct | Where the click started |
| Medium | Organic, CPC (paid), Email, SMS, Social | How they got there |
| Campaign | Spring Promo 2026, Lead Magnet PDF, Local Awareness | Which specific marketing effort |
How to make sure attribution works
Use UTM parameters on every paid link. Google Ads, Facebook Ads, email blasts, partner referrals — all should carry utm_source, utm_medium, and utm_campaign. Intellivizz CRM auto-captures these on form submissions and chat-widget conversations.
Tag inbound calls with source. Use call-tracking phone numbers (one number per source) so you know whether the call came from your website, your Google Business listing, or your Facebook ad.
Ask new customers in the booking flow. Add a custom field "How did you hear about us?" — humans are surprisingly accurate, and it captures word-of-mouth that no UTM could.
The Lead Source Report
Go to Reporting → Lead Sources
Choose your date range
Review the table: source, lead count, conversion rate to opportunity, conversion rate to closed-won, total $ revenue
Sort by Revenue to find your most-profitable sources — not always the ones with the most leads
WARNING — Don't just optimize for lead volume
A source that delivers 100 leads at $5 cost-per-lead but a 1% close rate is worse than a source delivering 10 leads at $50 cost-per-lead and a 30% close rate. Always track Lead→Customer conversion AND average customer value, not just lead count.
