Lead Attribution Report (beta)

This report is currently being beta tested. Sign up to become a beta tester

 The Lead Attribution report captures the number of raw leads you’ve received from each marketing source based on the attribution model of your choice. You can use this report to see which sources create the most first touches and lead creation events for your business and optimize your marketing efforts by milestone.

Use this article to learn how to:

  • Access your Lead Attribution report
  • Choose an attribution model
  • Filter your reporting data
  • Export your Lead Attribution report

Getting Started 

This report is available at the agency-level for an entire account and at the company-level for individual sub-accounts. Admin users will be able to access this report for an entire account.

For the beta test, this report will be accessible by Admin users only. Managers, Reporting, and Notification users will not be able to view this report.

Lead Attribution Overview

Use these instructions to access your Lead Attribution report for a specific company.

  1. Choose the company whose Lead Attribution report you'd like to view.


  2. Select Reports at the top of the page.


  3. Select Lead Attribution under Acquisition.


  4. This will bring up your Lead Attribution report for the company you’ve selected with a total of raw leads for each source with active tracking numbers.


  5. Each column illustrates the sources and milestones that are generating raw leads.

    • The first row of numbers in bold illustrates the total number of raw leads for all the sources listed in your report.
    • The Source column shows the list of sources based on the attribution model you’ve chosen. In this example, you’re viewing First Touch sources with 100% credit attributed to this milestone.
    • The Raw Lead column displays the number of raw leads for that source based on the attribution model you’ve chosen. Each column illustrates the sources and milestones that are generating raw leads.

Choose an Attribution Model

You can calculate lead attribution based on our three attribution models: a First Touch Model, Lead Creation Model, or 50/50 Model. Each model attributes lead credit to different milestones in the sales funnel, so you can see which ads drive which kinds of touchpoints. Choosing different attribution models will change your raw lead total based on how that model weighs each milestone.

Learn more about attribution modeling.

  1. Click the drop-down above the chart to choose an attribution model.


  2. Select an attribution model to see the lead attribution for that model.

    • Select the First Touch Model to give 100% credit to the first touchpoint a customer engaged with.
    • Select the Lead Creation Model to give 100% credit to the last touchpoint before a customer calls one of your tracking numbers and became a raw lead.
    • Select the 50/50 Model to split cost per lead credit evenly between the first touchpoint and the lead creation touchpoint.

Filter Report Data

Apply filters to your report to see the cost per lead for a specific time frame or source.

  1. Click the Filter by button above the chart.


  2. Select a Date Range and/or add a Source filter to your report.


  3. Click Apply to see the report with your selected filters.


  4. Select the Save Filter Set Icon to keep this filter set saved for later use. 


Learn more about using activity and report filters in this help article.

Export Your Report

You can export the data from your Lead Attribution report to a CSV file.

  1. Click the Export CSV button at the top right of the chart to download a CSV file of your attribution report with current filters and attribution model applied.



A note for customers with call data previous to January 2018.  

For existing customers, attribution data is backfilled for the year of 2018. Because of this, some of your First Touch attribution data may look different than you’d expect because of repeat calls to your business (this also depends on your company-specific sales cycle).

For example, if you have a lot of existing customers whose first touches occured before January 2018, those attribution touchpoints have not been captured for this report. Calls from those existing customers after January 2018 will be attributed as new first touches, which can skew the first touch data for your Lead Attribution report.  

How does lead attribution work with source tracking numbers?

A first time call to one of your source tracking numbers will always populate as a First Touch and a Lead Creation touch. This is because source tracking numbers do not have session data attached (like keyword pools), so the first call always serves as the first known touchpoint for that customer.

Read more about attribution modeling.

How is lead attribution measured over time?

Time is an important factor for lead attribution reporting. Often times, First Touch and Lead Creation milestones do not occur in the same week or month, which means that attribution data can backfill over time.  When you’re using keyword pools, we won’t have a customer’s first touch session data until they call one of your tracking numbers (the Lead Creation touchpoint). That means a first touch can backfill in your attribution reports and increase the number of first touches for a source.

Here’s an example: In January, Jim clicks on a Google Paid ad, browses a couple of pages of your website, but doesn’t make a call. In February, Jim googles your company name to find your website again (a Google Organic touchpoint) and makes a call to the tracking number on your website. Jim’s first touch is the first Google Paid ad he clicked on, but that session data for January (when he clicked the ad) won’t show on your January Lead Attribution report until he calls you in February and we’re able to see that session data. So once Jim calls your tracking number, his first touch in January will populate and add a lead credit to Google Paid for your January report.


Have more questions? Submit a request


Need additional help? Ask our Community!