Where Did That Lead Come From? A Simple Guide to Marketing Attribution

You're spending $5,000/month on marketing. Leads are coming in. But which campaigns actually work? Without attribution, you're flying blind.

Key Takeaways

• 50% of marketers can't attribute revenue to campaigns
• Simple attribution beats complex models (for SMBs)
• "How did you hear about us?" still works
• Track source from first touch to closed deal

The Attribution Problem

Lead comes in. They become a customer. But what caused it?

• They found you on Google
• Clicked a LinkedIn ad
• Attended a webinar
• Were referred by a friend
• Read 5 blog posts
• All of the above?

Without attribution, you're guessing where to invest.

Simple Attribution Models

First-Touch Attribution

Credit goes to the first interaction.

Example: First clicked Google ad → Deal closed → Credit: Google Ads

Pros: Simple, clear Cons: Ignores nurture touches

Last-Touch Attribution

Credit goes to the last interaction before conversion.

Example: Lead filled form on blog post → Credit: Blog

Pros: Shows what triggered conversion Cons: Ignores awareness-building

The SMB-Practical Model

Ask: "How did you hear about us?" + track original source

Source	How to Track
Paid ads	UTM parameters
Organic search	Landing page + keyword
Referral	"Who referred you?"
Social	UTM from social posts
Events	Event-specific landing page
Direct	Ask!

Setting Up Basic Attribution

Step 1: Use UTM Parameters

Every link you control should have UTMs:

yoursite.com/landing?
  utm_source=linkedin&
  utm_medium=paid&
  utm_campaign=q1-awareness

CRM captures this on form submit.

Step 2: Track in CRM

Every lead record should have:

• Original source - First touch
• Most recent source - Last touch before conversion
• Source details - Campaign, ad, etc.

Step 3: Ask Directly

On forms or in discovery calls: "How did you hear about us?"

Options:

• Google search
• Social media
• Referral (who?)
• Event/webinar
• Ad (where?)
• Other

Simple. Effective.

Step 4: Report by Source

Monthly:

• Leads by source
• Conversion rate by source
• Revenue by source
• CAC by source

Attribution Best Practices

Don't Over-Engineer

Perfect attribution is impossible. Good-enough attribution is valuable.

Focus on Trends

One lead attributed wrong doesn't matter. Overall trends matter.

Connect to Revenue

Leads don't pay bills. Track source all the way to closed revenue.

Review Quarterly

• Which sources generate most leads?
• Which sources generate highest-value leads?
• Which sources have best conversion?
• Where should you invest more/less?

How Dewx Tracks Attribution

Dewx GTM Hub includes attribution:

1. Auto-capture UTMs - Forms save source data
2. Lead source field - On every contact
3. "How did you hear about us?" - Custom field
4. Pipeline reports - Revenue by source
5. Campaign tracking - Connect leads to campaigns

Know what's working without spreadsheet gymnastics.

FAQ

Which attribution model is best?

For SMBs: first-touch + ask. More complex models need more data and resources.

What about long sales cycles?

First touch still matters. But also track "most recent touch before conversion."

How do I attribute referrals?

Ask for the referrer's name. Create referral source in CRM. Thank and reward referrers.

Conclusion

Attribution doesn't have to be complicated. Simple tracking + asking + reviewing = actionable insights.

Build your attribution:

• UTM everything
• Track source in CRM
• Ask directly
• Report by source monthly

Ready to know what's working? Join the Dewx beta and see attribution built into your CRM.