Understanding Attribution Traffic Sources in HighLevel

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Attribution and ads reporting are crucial for understanding the effectiveness of your marketing campaigns. In this guide, we’ll dive into the basics of attribution in HighLevel and show you how to set up and interpret your ads reporting.

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Understanding Attribution

Attribution, in its simplest terms, is a way to track which channel or source brought in a contact. This is essential for determining which advertising sources are delivering the best results, helping you make informed decisions on where to allocate your marketing budget.

Types of Attribution in HighLevel

HighLevel offers two types of attribution: First Interaction and Latest Interaction.

  1. First Interaction: This records the very first interaction a contact has with your website or system. This data remains static, showing the initial source that brought the contact in.
  2. Latest Interaction: This records the most recent interaction. It updates as the contact continues to interact with your website or system.

For example, if a contact first fills out a “Contact Us” form and later completes a purchase form, the First Interaction will remain the initial contact form, while the Latest Interaction will update to the purchase form.

Setting Up Attribution Data

Attribution data is located within the contact settings in HighLevel. To access it:

  1. Go to the Contacts section within a sub-account.
  2. Select the contact you want to view.
  3. Navigate to the Activities tab.
  4. Hover over the question marks to see the session source and additional UTM data.

Session Sources Explained

  • Paid Search: Refers to traffic from paid ads on search engines like Google.
  • Paid Social: Traffic from paid social media ads (e.g., Facebook, Instagram).
  • Direct Traffic: Traffic that comes directly to your site, typically by typing the URL directly into the browser.
  • Organic Search: Traffic from organic search engine results.
  • Social Media: Traffic from social media platforms that is not from paid ads.
  • Referral: Traffic from other websites that link to your site.
  • Other: Traffic from SMS, email, WhatsApp, Facebook Messenger, etc.
  • CRM: Contacts manually created within HighLevel.
  • Third Party: Contacts created via third-party integrations like Zapier.
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Recording Attribution Data

HighLevel records attribution data through specific actions:

  • Form or survey submission
  • Calendar booking
  • Chat widget submission
  • Order form submission

These actions must be performed using HighLevel forms or widgets to ensure accurate attribution.

Setting Up Ads Reporting

To track ad performance accurately, ensure your ads are set up correctly in HighLevel. Follow these steps:

  1. Use the tracking template provided in HighLevel.
  2. Ensure UTM parameters are correctly added to your ad URLs.
  3. Set up Google Ads reporting by following the detailed instructions in HighLevel.

Facebook Ads

  1. Follow the setup instructions to configure your Facebook Ads reporting.
  2. Use the provided UTM templates to ensure correct tracking.
  3. Verify that your Facebook Event Pixel is set up for comprehensive tracking.

Common Issues and Troubleshooting

Ensuring Correct Attribution

  1. Check Tracking URL: Ensure there are no misspellings or case sensitivity issues in your tracking URLs.
  2. Final URL Verification: Make sure that the final URL (the URL after clicking an ad) retains UTM parameters. If the contact navigates away from the final URL before submitting a form, the UTM parameters may be lost.

Avoid Custom UTM Parameters

Stick to the HighLevel UTM templates provided. Adding custom UTM parameters can cause tracking errors and disrupt attribution data.

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Conclusion

Understanding and setting up attribution and ads reporting in HighLevel is crucial for optimizing your marketing efforts. By accurately tracking which channels are most effective, you can allocate your budget more efficiently and maximize your return on investment.

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