Attribution Dashboard
Marketing Attribution helps you understand which of your marketing efforts are contributing to the outcomes you desire. Attribution reporting helps to clarify what’s working in your marketing vs. what is taking up resources but failing to deliver results.
Marketing Attribution Can Help Answer Questions
Attribution reports are designed to help you answer key questions about your marketing efforts. For example:
- How are our paying customers initially finding out about us?
- Which advertising efforts lead to opportunities?
- Which assets entice more people to provide their email addresses?
- How many leads were created due to our Facebook ads last quarter?
Attribution by Sales Milestone
In the questions listed above, notice that each is tied to a desirable outcome
- Initially finding out about us
- Opportunities created
- Providing email addresses
- Leads created
In Paminga, these desirable outcomes are called Sales Milestones.
Paminga provides attribution reports for the following Sales Milestones:
- Contact Creation (first and last-touch attribution)
- Lead Creation (coming soon)
- Opportunity Creation (first touch for now, last-touch coming soon)
- Opportunity Won (first touch for now, last-touch coming soon)
Attribution FAQs
What is a Touch?
A touch occurs when a prospect engages with your marketing efforts.
What are Sales Milestones?
Sales Milestones are major steps in the sales process. Paminga provides attribution reporting to help you understand which of your marketing efforts are helping to move prospects through your sales funnel.
Paminga recognizes the following Sales Milestones:
Contact Creation
A contact is created when Paminga first learns personally identifiable information about that contact: first name, last name, or email address.
Contacts may be created in several ways:
- Form submission
- Sync from CRM
- Contact import via .csv upload
- Manually creating a contact in Paminga
- API Call
- Webinar registration
Lead Creation (coming soon)
Leads are created in your CRM, likely by your sales team.
These leads are synced to Paminga automatically along with all the information that is needed to provide attribution reporting
- Which contacts are tied to that lead
- When was the lead created
Opportunity Creation
Opportunities are created in your CRM, likely by your sales team.
These opportunities are synced to Paminga automatically along with all the information that is needed to provide attribution
reporting
- Which contacts are tied to that opportunity
- When was the opportunity created
- What is the opportunity’s current status
- When was the opportunity close
- Opportunity Won
What is a Marketing Channel?
A Marketing Channel is the category of marketing effort a touch belongs to: Organic Social, Paid Search, Email Marketing, and so on. See How Does Paminga Determine the Marketing Channel? for the full list and the rules that assign it.
How Does Paminga Determine the Source?
The Source is the specific platform or site behind the touch — LinkedIn, Google, ChatGPT, or any site that links to you. See Sources.
How Can I Use UTM Tags to Control Marketing Channels and Sources?
You control how Paminga categorizes your marketing touches by Marketing Channel and Source with your UTM tags.
The rules table shows you how Paminga reads UTM tags to determine marketing channels and sources. Consult it when deciding on your UTM tagging scheme to ensure that marketing touches are categorized correctly.
Attribution Models
First Touch
In a first-touch attribution model, credit for the Sales Milestone is allotted to the first touch attributed to the Contact who achieved the milestone.;
Last Touch
In a last-touch attribution model, credit for the Sales Milestone is allotted to the last touch that occurred before the sales milestone was achieved.
Multi-Touch
There are several varieties of multi-touch attribution models. Paminga will add support for popular multi-touch attribution models in the future.
What is a Touch?
A touch occurs when a prospect engages with your marketing efforts.
Paminga creates touches of the following types:
Touch Types
- Visit to a website tracked by Paminga (available now)
- Click through from an online ad (coming soon)
- Click through from a trackable email (coming soon)
- Form Submission (coming soon)
- PDF View (coming soon)
- Video View (coming soon)
Paminga creates these touches in near real-time as your prospects interact with your marketing content and communications.
Every Touch has a Marketing Channel & Potentially a Source
As touches are created, Paminga determines
- Which Marketing Channel did the touch occur in
- What was the Source of the touch
A few simple examples will help illustrate the concept of marketing channels and sources.
Example 1
Your prospect clicks a link in a Facebook ad and arrives at a Paminga Landing Page. Paminga will create the following Marketing Touch:
- Type: Visit
- Marketing Channel: Paid Social
- Source: Facebook
Example 2
Your prospect clicks a link in your Instagram Bio. Paminga will create the following Marketing Touch:
- Type: Visit
- Marketing Channel: Organic Social
- Source: Instagram
Example 3
Your prospect clicks a Google Ad and arrives at a Paminga Landing Page. Paminga will create the following Marketing Touch:
- Type: Visit
- Marketing Channel: Paid Search
- Source: Google
Marketing Channels
Paminga will categorize each touch into one of the following Marketing Channels. ;
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Email Marketing
- Display Ad
- Referral
- Video Hosting Platform
- Virtual Event
- Physical Event
- Outbound Call
- Inbound Call
- Direct Mail
- Affiliate
- Other Campaigns
- Direct Traffic
- Internal Traffic
- Unknown
Sources
The sources of your marketing touches may be highly variable depending on the marketing channel the touch occurred in.
For the Paid Social channel, the available sources are pre-determined and include the popular social media platforms that you might expect. Some examples are included in the list below.
Partial Listing of Recognized Social Media Platforms
- Snapchat
- TikTok
The same is true for some other Marketing Channels like Organic Search, Paid Search, and Video Hosting Platforms: these platforms are recognized by Paminga and set as the source for applicable Marketing Touches.
This is not the case when the Marketing Channel is Referral.
A referral is a link to your website from any other website. By definition, any website can link to your site, so Paminga does not have a predetermined set of potential referrers. Rather, Paminga examines each visit and adds new sources as needed.
How Does Paminga Determine the Marketing Channel?
If you have installed the Paminga Tracking Beacon on your website(s), Paminga examines each page view to determine the Marketing Channel and Source for that website visit, and creates a Marketing Touch.
The determination of Marketing Channel and Source is governed by the rules below. The rules are applied in the order they appear in the table below. When a Marketing Touch qualifies for one of these rules, the Marketing Channel is set, and no further rules are evaluated for that touch.
You should use these rules as you develop your UTM tagging scheme to ensure that Marketing Touches are created correctly.
| Order | Rule | Marketing Channel |
|---|---|---|
| 1 | UTM Medium is exactly "social" and UTM Source matches a recognized social media platform | Organic Social |
| 2 | UTM Medium is exactly "social" and the referring domain matches a recognized social media platform | Organic Social |
| 3 | UTM Source contains any of "adword", "cpc", or "ppc" | Paid Search |
| 4 | Google Click ID (gclid) present in the query string | Paid Search |
| 5 | Microsoft Click ID (msclkid) present in the query string | Paid Search |
| 6 | Facebook Click ID (fbclid) present in the query string | Paid Social |
| 7 | Twitter Click ID (twclid) present in the query string | Paid Social |
| 8 | UTM Medium or UTM Source contains "display" | Display Ad |
| 9 | Referring domain contains "googlesyndication" or "doubleclick" | Display Ad |
| 10 | UTM Source is exactly "paidsocial", or UTM Medium contains "paidsocial" | Paid Social |
| 11 | UTM Medium contains any of "paid", "cpc", or "ppc" and UTM Source matches a recognized social media platform | Paid Social |
| 12 | UTM Medium contains any of "paid", "cpc", or "ppc" and the referring domain matches a recognized social media platform | Paid Social |
| 13 | UTM Campaign, UTM Source, or UTM Medium contains "email" | Email Marketing |
| 14 | Any of UTM Campaign, UTM Source, or UTM Medium is present, and the referring domain contains "google" | Paid Search |
| 15 | UTM Campaign, UTM Source, or UTM Medium contains any of "adword", "cpc", or "ppc" | Paid Search |
| 16 | UTM Source contains the name of a recognized social media platform | Organic Social |
| 17 | The domain of a recognized social media platform appears in the referring domain | Organic Social |
| 18 | The domain of a recognized video platform appears in the referring domain | Video Hosting Platform |
| 19 | UTM Campaign, UTM Source, or UTM Medium is present and none of the preceding rules matched | Other Campaigns |
| 20 | The referring domain is exactly that of a recognized email platform | Direct Traffic |
| 21 | The domain of a recognized search engine appears in the referring domain | Organic Search |
| 22 | The referring domain's root domain matches the root domain of one of your own tracked domains, so any subdomain of your site counts | Internal Traffic |
| 23 | The query string contains any of "affiliate", "cjEvent", or "aff_id" | Affiliate |
| 24 | The referrer is a valid IP address | Internal Traffic |
| 25 | A referring domain is present and is not a recognized search engine or a recognized social media platform | Referral |
| 26 | No referring domain is present | Direct Traffic |
The "contains" checks above are not case sensitive, so CPC and cpc behave the same. The two exact-match rules are: UTM Medium must be exactly social (lowercase) for rules 1 and 2, and UTM Source must be exactly paidsocial for rule 10.
Keep your UTM values lowercase, and use hyphens or underscores rather than spaces. A literal space in a UTM value gets encoded in some contexts and not others, which can register the same link twice and split its click reporting.
Recognized Social Media Platforms
- Delicious
- Digg
- Fark
- Flickr
- HootSuite
- Live Journal
- Ning
- Plurk
- Quora
- Snapchat
- StumbleUpon
- Technorati
- TikTok
- Tumblr
- Twitch
Recognized Video Platforms
- Vidyard
- Vimeo
- Wistia
- Youtube
Recognized Email Platforms
- Gmail
- Yahoo Mail
- Hotmail
