3.1) Understanding How Attribution Works

Alright, so now that we've set up a business and set up the integrations, I now want to walk you through attribution, how to set up attribution, and more importantly in this quick module, understanding how attribution works and what attribution really is.

Now, right out the gate, let's just go over simply what attribution means. Let's say you have this guy and he gave you money, right? This is a customer. Now the concept of attribution, you want to understand where did he come from? How did, let's say, Johnny over here give us money? Where did he come from? Okay? So that is what attribution means, is we are attributing this purchase event, because he gave us money, to a specific source, meaning where did he come from? Right? Now you can attribute page views, leads, call booked, webinar showed, add to cart, purchase events, right? All these different things are different events that happen, but the core concept still relies the same: where did they come from?

So in our platform, the way that that works is going to be two different routes. Route number one is going to be page views, which is tracking what page that lead clicked on and where they came from via a pixel. Again, in the next training module, we're going to show you how to set this up with the pixel, but we do have a tracking pixel in here where you can add it, add it to your website, and then we can go ahead and see every single page view, where people are coming from, where they live, all these different really, really cool data points.

So that again is number one, is adding a pixel to understand where they came from. Now to kind of hit this down a bit more, I want to actually draw something out here. So guys, to walk you through this quick concept, what page views do and how that works is obviously someone is going to see your ad. So they see your ad, they figure out about your company, and then they go ahead and they click on this page, right? So with our pixel, via the pixel, we can track this page view and then we can track things that are called URL parameters. We have an entire video training on that, don't let it be confusing. Basically, all a URL parameter is, for anyone who does not know, let's say I go on Facebook and I click on an ad and let's say it's for, you know, aiagent.com/landingpage. So this is the URL that you go to. Then anytime you add a question mark, it basically allows you to add data inside of the URL without screwing up where people are going to. So this always stays the same, and then this question mark moving forward allows you to add the data. Then you can add things like utm_source=metaads&utm_campaign=blackfriday, for now, just so simplicity is here.

So, this is what a URL parameter does, right? URL parameter allows you to add data to the website. So like utm_source equals meta ads, utm_campaign equals blackfriday. And when we add a pixel to your landing page, we can track the page view and we can also track all of this data too, meaning we can now see where they're coming from and where they're clicking. So if this page view indeed has a URL parameter that we need to track, okay, he came from Facebook ads or Google ads, or he came from an email marketing campaign. Again, these URL parameters are what give our system the data of where they came from.

Now from there, we can also track when they submit a lead form. So not only are we tracking where the data or where they're coming from, but if they add their name, their email, their phone number to the page or to a form on the page, our pixel can pick that up. So let's say they go on a page view and this is, you know, "learn more," then they click the next page which is "watch a video," and then in this same page, you have an opt-in form, right? So now we can see, alright, this guy opted in here, but he came from Meta ads from the Black Friday campaign.

Then he maybe goes to a booking page where he now can see a booking link, and then he goes ahead, he submits the call, and then he purchases on that Zoom call. So the green would be conversion events that we feed to our platform and track, and then the gray is the page views. But again, when we have a pixel on your website that we provide for you, we can track where they came from as well as who is this person? What's their name? What's their email? What's their phone number when they submit some sort of form. And then we can pair all of it into a timeline to say, "Ah, this purchase actually came from the Black Friday campaign that was on Meta ads." Okay? So that is the overall concept with page view attribution.

And then the second style of attribution that our system supports is coming from the conversion data, aka the webhook. So if I come back to our platform, again, we have entire training on how to do this, so don't let this stress you out if it looks confusing, it's really simple, I promise. You're going to come to the conversion setup, we have conversion events, and then here we can set up like a lead, a webinar register, VIP upsell, purchase, all these different things, right? So inside of here, we then can come in and we can configure this conversion. And as you see, we can add webhooks in here. When you configure the webhook, you will have the data that you can map. So don't let this stress you out. Again, in here we have the attribution. So if the webhook that you're giving or that receives, sometimes like GoHighLevel actually has attribution sources. So if we searched, for example, attribution source... GoHighLevel. Alright, attribution source, attribution source, attribution source. And again, we have an entire training, but I just want to show you. You see here attribution source is showing Facebook, so I would just drag that in there. Um, if I have the attribution, alright, the medium, which is the ad set, cool, we can add the medium there. Uh, do we have a campaign? Let's go, let's just search for campaign and see what happens. Alright, cool, we have a campaign so we can now add this from the campaign here. Do we have an ad? I think it actually called it content inside of GoHighLevel. Perfect. If you see, we have the content, so now we can add the ad. So this is also how you can add attribution data through the webhook is by mapping it from the webhook data that's incoming.

Now, you may not always get this data inside of the webhook. It really depends on the platform you're using to send the data, how you configure it, etc, etc. So this is not a blanket statement. Again, this is where you're going to have to understand your data traffic and where you're sending data from and see, do we track any attribution? Because if we do, then we don't always need to set up a page view because we can just send in the data with the conversion inside of here.

So again, conversion data sends attribution via the webhook, meaning if we go back to our timeline concept here, we're not going to have any page views, all we're going to have is a conversion. So let's say this is the lead conversion that we're tracking, but inside of here, we're also going to add, you know, the campaign, the ad set, as well as the ad. So that way, this lead conversion comes with the attribution data so we can show you and tell you, "Hey, this lead, he came from this campaign, he came from this ad set, and he came from this ad," because again, you bundled all of that data inside of one conversion entry.

So hopefully that makes sense. That is the overall model on how attribution works. I would highly recommend that most of the time, you use page views. Now there may be certain times where you can't use page views, so that's where we're going to go with the other side, which is adding it inside of the conversion event. But nine out of 10 times, guys, you're probably sending traffic to a website and that website probably has a form embedded, and that is where we're going to want to track the page views, the leads, then page views, and then any other sort of offline conversions that are happening. So, up next we're going to go into how to set up attribution through page views, and then after that we're going to walk you through how to set up attribution through conversion data. So I'll see you guys in this one here. Please feel free, go check it out. Don't skip through it. I highly encourage you guys to familiarize yourself with page view tracking and understanding how it works. So I'll see you in it.