Lead attribution to ads

Why attribution is the key to everything

Without attribution, you know you spent 10,000 EUR on ads and generated 30,000 EUR in sales. But you do not know WHICH campaign generated WHICH sales. You are flying blind.

With proper attribution in Metrikia, you can:

• Cut campaigns that cost without converting (and save immediately)
• Scale campaigns that generate real revenue (and grow faster)
• Optimize your creatives based on sales, not clicks or impressions
• Prove ROI to your clients if you are an agency
• Feed multi-touch attribution models to understand the full journey

The 4 attribution methods in Metrikia

Method 1: Automatic UTM attribution (recommended)

This is the most reliable and common method. When a prospect clicks an ad containing UTM parameters and fills a form on your site, UTMs are automatically captured and associated with the lead in Metrikia.

How it works:

1. Your ad contains a link with UTMs (utm_source, utm_medium, utm_campaign, utm_content)
2. The prospect clicks and lands on your landing page
3. Your form captures the UTMs (native or via a script)
4. The lead is created in your CRM with the source
5. Metrikia syncs the lead with the populated source

Method 2: Lead Ads matching (Meta/TikTok)

For Facebook Lead Ads and TikTok Lead Gen, the prospect fills the form directly on the platform, no landing page, so no UTM.

Metrikia solves this with secure PII matching:

1. The lead is sent to your CRM by Meta/TikTok
2. Metrikia matches the lead by email or phone (hashed, GDPR-compliant)
3. Attribution is automatically assigned to the originating campaign and ad

Pro tip: Make sure the email field is required in your Lead Ads forms, it is the most reliable matching criterion (95%+ match rate).

Method 3: Native CRM source

If your CRM already contains a "source" or "acquisition channel" field populated (by your sales team or a third-party tool), Metrikia imports it automatically during sync.

Method 4: Manual attribution

For leads coming through other channels (phone, email, events, word-of-mouth):

1. Open the lead card in the Metrikia CRM
2. Click Edit source
3. Select the platform and optionally the campaign
4. Attribution is immediately reflected in metrics

Setting up UTMs on your campaigns

Meta Ads

In Meta Business Manager:

1. Ad level > Tracking parameters section
2. Add URL parameters:

utm_source=meta&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

Google Ads

Use the tracking template at account level:

1. Settings > Account settings > Tracking
2. Tracking template:

{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}

TikTok Ads

At the ad level:

1. Destination URL > Tracking parameters
2. Add UTMs manually:

utm_source=tiktok&utm_medium=paid&utm_campaign=__CAMPAIGN_NAME__&utm_content=__AID_NAME__

Checking and improving your attribution rate

After setup, measure your attribution rate in Metrikia:

1. Go to CRM > Leads
2. Filter by "Last 30 days"
3. Look at the proportion of leads with a source vs without

Health indicators

Diagnosing unattributed leads

1. Filter leads by Source = None
2. Check the entry channel: web form? Phone? Email?
3. If web form: your UTMs are probably misconfigured
4. If phone/email: use manual attribution or set up a webhook

Best practices

1. Standardize your UTMs: Use the same convention across all platforms (lowercase, underscores)
2. Test before launching: Click your ad in preview mode and verify UTMs appear in the URL
3. Do not change UTMs mid-campaign: You would lose attribution history
4. Document your convention: Share it with your team in a shared document
5. Use dynamic macros: {{campaign.name}} on Meta, {campaignid} on Google, avoid hardcoded names

Pro tip: Metrikia displays an attribution health indicator on the Dashboard. If the rate drops below 80%, an alert notifies you so you can act quickly.