Attribution answers one question: which campaigns produce revenue? Here's how to set it up so the answer is on one screen.
Capture leads at the source
Leads captured from campaigns carry their campaign, ad set and ad. Leads entered by hand don't, so route every form you can through your campaigns.
Record every won deal
When a deal closes, move it to won and record its value. That links the revenue back to the campaign that started it.
Read the report
- Spend per campaign next to revenue won
- Cost per deal, not just cost per lead
- Deals by source, so paid and organic can be compared
Act on it
Shift budget toward the campaigns with the lowest cost per deal, and look closely at campaigns that bring cheap leads but few wins.