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Tracking and attribution

How to see where your contacts come from (attribution)

For one contact, open it in Contacts and check the first and latest attribution on the record. For the big picture, open Reporting › Attribution Report and pick a date range to see how many contacts and sales came from each source (ads, search, social, direct…).

Updated on

Before you start

  • A source is only recorded when the contact does one of these things in Elooo CRM: submits a form or survey, books on a calendar, leaves their details in the chat widget, or submits an order form.
  • To separate paid ads, your ad links must carry the right UTM parameters (see the ads section below).
  • To see money values in reports, you need permission to view opportunity values.
Where to find it

Reporting › Attribution Report

Step by step

See a single contact's source

  1. In the left menu, open Contacts and click the contact.
  2. On the contact record, look in the activity area in the right-hand column and find the attribution data.
  3. Check the two entries:
    • First attribution: the first time the person interacted with you (for example, the first form they filled in). It never changes.
    • Latest attribution: the most recent recorded interaction. It changes every time there's a new one.
  4. Read the source shown. The most common ones are:
    • Paid Search: Google or Bing ads.
    • Paid Social: Facebook, Instagram and other social ads.
    • Organic Search: regular (unpaid) search engine results.
    • Social Media: visits from a social network without an ad.
    • Referral: visits from another website that links to yours.
    • Direct Traffic: the person typed your address, or the link had no source information.
    • Others: the contact came in by call, SMS, email, WhatsApp or Facebook message.
    • CRM UI: the contact was created manually inside Elooo CRM.
    • Third-Party: the contact was created by another tool connected to Elooo CRM.

See the report for all sources

  1. In the left menu, open Reporting and click Attribution Report.
  2. Pick the date range at the top.
  3. If the report offers the option, choose to view it by first or latest attribution.
  4. Compare contacts, opportunities and value generated by source. Click a source for more detail (for example, organic search keywords or referring websites).

See sources in a dashboard widget

  1. In Dashboard, enter edit mode with the pencil icon and click Add Widget.
  2. In the General category, choose Lead Source Report.
  3. Pick a pipeline (all or one) and, if you like, filters under Conditions. Click Save and then Save Changes.
  4. In the widget, each row is a source, with open, won, lost and abandoned totals. Click a number to see the opportunities.

Tag your ads correctly

  1. For Google ads, the destination link must include utm_source=adwords (or the click ID Google adds automatically).
  2. For Facebook and Instagram ads, the link must include utm_source=fb_ad.
  3. Parameters are case-sensitive: type them exactly like this.

Tips

  • Use first attribution to see which channel brings in new people, and latest attribution to see what made them convert.
  • In the lead source widget, the N/A row shows opportunities with no source. Fix them, and make sure your forms, calendars and workflows record a source.

Common problems

  • Almost every contact shows Direct Traffic → Your links have no UTM parameters or they were stripped. Add the parameters to your ad and campaign links.
  • Facebook ads show up as Social Media → The ad link is missing utm_source=fb_ad or uses different capitalization. Fix the link in your ads manager.
  • The contact has no attribution data → It was created without a form, calendar, chat or order form (for example, imported or added by hand). In those cases the source shows as CRM UI or Third-Party.
  • I only see counts, not values, in the report → Your user doesn't have permission to see opportunity values. Ask your account admin.

Frequently asked questions

What's the difference between source and attribution?

Source is a field on the opportunity. Attribution is the visit data (session source, medium, UTMs) stored on the contact.

Can first attribution change?

No. Only the latest attribution updates with each new interaction.

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