Jonathan Denney

Introducing marketing attribution for your lead generation campaigns

As a marketer, your #1 objective is usually to add more leads to the top of your funnel.

So you work hard to drive traffic to your website. You set up lead capture offers, you create landing pages, run ads to get people to your offers, and you eventually start getting more leads.

Once that engine is running, and if you didn’t set up the proper tracking, the next questions you might find yourself asking are “Where did they come from?” and “Which marketing campaign is driving the most leads?”

“Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” – John Wanamaker

Attributing leads and sales to successful marketing campaigns is one of the keys to growing your business, because once you know which campaigns are leading to signups and sales, only then do you know how to properly optimize your marketing and allocate your resources.

For marketers using multi-touch channels like email marketing and retargeting, first-touch marketing attribution tends to become even harder. This is because the purchase may happen days, weeks or months after your customer’s first visit.

So, how do you keep a record of where a contact originally came from, what they did, and what offer ultimately lead to them purchasing?

At ConvertFlow, we’re making this easier than ever for marketers. Especially, marketers who focus on generating leads first, before going for the sale.

Introducing ConvertFlow’s lead generation attribution

Once you’ve placed the ConvertFlow script, it starts tracking your visitors’ activity. It also records what website the visitor was originally referred from, and any URL parameters they visit your site with.

While this tracking data is primarily used for powering ConvertFlow’s On-Site Retargeting solution, we’ve also made it useful for lead generation attribution.

Now, contacts in ConvertFlow have fields for…

Referral URL
First visit URL
First submission URL
UTM Source
UTM Medium
UTM Campaign
UTM Term
UTM Content

When an anonymous visitor is identified as a contact, by them submitting a ConvertFlow form or submitting their email address to any form on your website, ConvertFlow will automatically tie this key data to their contact record.

You’ll find it when looking at their contact profile.

You can also filter your contacts in ConvertFlow by their attribution data, as well as their other contact details.

Mapping this data to your email marketing software

Now, where this data becomes really useful, is when you send it to your email marketing software’s custom fields.

Just head to the integrations area of ConvertFlow, find your integration and click the “Fields” data.

In the field mapping manager, copy the data names of the custom fields from your email marketing software and paste them into ConvertFlow, and save.

ConvertFlow then will automatically start sending this into your email marketing software, so you can personalize your email marketing campaigns based on the contact’s referral source, first visit and UTM parameters.

By connecting with Zapier, you can send this attribution data anywhere, included with the contact’s profile data.

And, of course, you can target you ConvertFlow calls-to-action and personalize your website based on this data too.

About the author
Jonathan Denney
Co-Founder & CTO, ConvertFlow
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Jonathan Denney leads product at ConvertFlow. After running a conversion marketing agency, Jonathan co-founded ConvertFlow with his brother Ethan Denney to help brands build conversion funnels without code or waiting on developers. Since then, ConvertFlow's no-code funnel builder has helped launch 100k+ conversion campaigns, across brands such as Volkswagen, NectarSleep, CampingWorld and more.