An Overview of Attribution

Attribution is a feature that allows you to measure conversions and the touchpoints leading up to a conversion in ActiveCampaign.

This is a fancy way of saying, Attribution helps you measure what marketing activities did you do that had an impact in getting a contact to achieve a desired business objective. What did you do, to convince a contact to behave the way you wanted them to.

Attribution is available on the professional plan and higher.

What does Attribution do?

Attribution by ActiveCampaign allows you to explore what touchpoints (traffic sources) helped drive your contacts to achieve a conversion.

In the contact record, Attribution will display a list of the conversions a contact has achieved, and what touchpoints played a part in getting the contact to achieve that conversion.

Attribution exposes conversions in the segment builder. Having conversions available in the segment builder allows you to quickly search for contacts that have (or have not) achieved a conversion event.

In addition to conversions, Attribution also exposes touchpoints in the segment builder. Having touchpoints available in the segment builder allows you to quickly search for contacts that have visited your website from a particular traffic source, like a specific ad, campaign, medium, or channel.

Since conversions and touchpoints are available to you inside the segment builder, you can now personalize automations based on touchpoints your contacts have interacted with.

You can route a contact down a specific automation path based on the traffic sources they came from.

Attribution also exposes a new Conversion automation start trigger that you can use. You can use the “Conversion occurs” automation start trigger to start an automation when a contact has achieved a specific conversion.


What are conversions?

A conversion is an event that you are trying to get a contact to do. The term originated from the concept of converting a site visitor into a customer.

A conversion is a special type of activity that matters to your business. This could be when they visit a key page of your website. It could also be when they convert from an anonymous visitor into a known lead (contact) or when they perform some kind of desired action in an automation, like clicked a download link.

Conversions can have a value attributed to them. So for example, if you know that 1 in 10 contacts that subscribe to your newsletter end up spending $200, then you might give a “Newsletter subscription” conversion a value of $20.

What are touchpoints (traffic sources)?

Traffic sources are how your customers find your website. They are made up of a combination of paid traffic sources, (Google AdWords, Facebook Ads, Bing Ads, etc...) and organic traffic sources, like a Quora answer, links from guest posts or reviews of your products on external sites, or social media posts.

Knowing the sources of your contacts is useful because you can learn where your best contacts come from and focus your efforts on getting more contacts from those places.


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