Attribution report
See which channel your leads come from, the difference between first and latest source, and how campaign data is carried.
4 min read
The Attribution Report shows where each lead came from and which source turned into appointments, closed deals and commission. In property, the same buyer often sees your development video on Instagram, then searches your agency on Google, then finally messages you on WhatsApp. This report is the basis for putting your budget into the channel that actually brings business.
How a lead gets its source
When someone enters the panel for the first time, the source at that moment is recorded. Sources are captured at these entry points: web forms, calendar bookings, Meta lead forms, website chat and inbound calls.
Two records are kept for each contact:
| Field | Meaning |
|---|---|
| First Attribution | The source of the contact's first interaction with you. Never changes. |
| Latest Attribution | The source of the most recent interaction. Updates with every new one. |
Sources are grouped as follows (Session source):
| Source | Meaning |
|---|---|
| Paid Social | Facebook and Instagram ads (needs campaign parameters). |
| Paid Search | Paid search ads such as Google Ads. |
| Organic Search | Free Google search results. |
| Social Media | Free social media posts. |
| Referrals | Other websites linking to you. |
| Direct traffic | Visits with no known source, typed in directly. |
| Others | Records that started with an inbound call, SMS, WhatsApp or Messenger message. |
| CRM UI | Contacts your team created by hand in the panel. |
| Third Party | Records arriving through external connections (e.g. a webhook). |
Source on the contact record
- Open the contact; the First Attribution card shows the first source and campaign details (UTM).
- The Latest Attribution card shows the channel that most recently brought the contact back.
Reading the report
- Choose First Attribution or Latest Attribution. Use the first source to measure new client acquisition.
- From the drop-down, choose Source Report (by source) or Conversion Report (by conversion point: form, calendar, call).
- Set the date range at the top right.
Click a source in the table to see its campaign and ad breakdown. That's how you find out which campaign under "Paid Social" is really bringing business.
UTM: carrying campaign data
UTM parameters are tags added to the end of an ad link (utm_source, utm_medium, utm_campaign, utm_content). The panel reads them to link a lead to the right campaign.
- On Meta ads, set URL parameters as described in the Facebook Ads report. With Meta lead forms the source comes through the connection automatically.
- Keep auto-tagging on in Google Ads: Connecting Google Ads.
- Add UTMs to the links in your Instagram bio, Google profile and email signature too. Example:
?utm_source=instagram&utm_medium=bio.
Heads up
Give campaigns, ad sets and ads unique names and don't rename them once live. If a name changes, old and new data no longer match.
What to check
- A high "Others" figure is normal in property: most calls and WhatsApp messages land here. Open the contact's First Attribution card to see the real origin.
- A high "Direct traffic" figure means your links are missing UTMs.
- A high "CRM UI" figure means the team is typing leads in by hand. You lose their real source; record it in a custom field.
- Empty Won and Revenue columns mean the team isn't marking closed deals "Won" or isn't entering a value.
Example
Ayşe Çelik fills in the Meta lead form for the Ataşehir development (first source: Paid Social). The assistant calls her within seconds and an office meeting is booked. A week later she messages on WhatsApp (latest source: Others). When she buys the flat, the sale is credited to the Ataşehir lead form campaign in the first-source view. Use the first source for budget decisions.
Common issues
Meta leads show up under a source other than "Paid Social". Check the lead form connection: Facebook and Instagram lead forms.
Imported contacts have no source. Imported records carry no session data. Keep the source in a custom field.
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