Which marketing brought you the job?
Marketing attribution is how you connect a customer to the marketing they encountered before buying. It helps you decide where the next dollar should go.
A customer can take a few steps before calling.
A homeowner finds your company on Google, reads a service page, and comes back a week later by typing your name. Which visit gets credit?
A first-touch report credits the first recorded source. A last-touch report credits the last one before the enquiry. Both can be useful. They answer different questions, so use the same method when comparing periods.
Start with the lead record.
Keep the source alongside the customer's details in your CRM or job software. Use consistent names, such as Google Ads, organic search, referral, and repeat customer.
Call tracking can help identify the source of phone enquiries. Tagged website links can identify a campaign. You may hear these tags called UTM parameters. They are labels added to a link so your reporting can recognise it.
Ask the customer how they heard about you as well. Keep that answer separate from the recorded website source. Neither will catch every step.
Follow it through to completed work.
A cheap enquiry can be expensive if it never turns into a job. Track whether each enquiry was suitable, received an estimate, booked, and paid.
Example: You spend $1,000 and receive 20 enquiries. That is $50 per enquiry. If four become jobs, the advertising cost is $250 per booked job, before staff time and other costs.
Leave room for what you cannot see.
People switch devices, decline tracking, and talk to neighbours. Reports will have gaps. Mark unknown sources honestly and check for duplicate records before counting customers.
PipelineOn can identify more website visitors when matches are available. A match alone does not prove that marketing caused a sale. Record the later conversation and job separately.