Clicks are not the outcome
Most businesses know which channel sends traffic and not which sends customers. Those are frequently different, sometimes dramatically.
The channel producing the most visits is often not the one producing the most revenue. Optimising for traffic can therefore make things worse.
Capture the source with the enquiry
- Campaign parameters carried into hidden form fields
- The landing page and referrer recorded
- First and last touch where you can
- All of it passed to your CRM with the enquiry
Then carry it to the outcome
The CRM needs to record what happened: quoted, won, lost, and for how much. Only then can you connect a channel to revenue rather than to enquiries.
That last step is where most attribution efforts stop, which is why they do not change any decisions.
Do not forget the phone
- Click-to-call tracked on mobile
- Call tracking numbers if the volume justifies it
- Ask callers how they found you, and record it
For many businesses the phone is the main enquiry route and the least tracked.
Keep it simple enough to use
A perfect attribution model nobody maintains is worth less than a rough one that is used. Source recorded, outcome recorded, reviewed monthly.
That is enough to make better decisions, which is the entire point.