Marketing attribution
Know where every enquiry comes from.
RevenueTie records the source of each website enquiry and phone call, from the channel down to the campaign, and keeps it on the lead for its entire journey.
A lead without a source can’t tell you anything about your marketing.
Forms arrive by email with no campaign attached. Calls come in on the main line and nobody asks how the caller found you, or the answer gets written down three different ways. A month later, nobody can say which campaign produced which leads.
Attribution in RevenueTie happens when the lead is created, not after the fact. The source is captured automatically from the tracking signal the lead arrives with, and it stays on the lead as it moves through follow-ups, estimates and payments.
Your campaign tree
Everything is attributed to one structure you control: marketing channels, the networks within them, and your own campaigns.
Channels and networks
RevenueTie starts you with standard channels, such as paid search, paid social, local, referrals and direct, and the networks inside them, such as Google Search Ads, Google Local Services Ads, Meta Ads and Google Business Profile.
Your campaigns
Add the campaigns you actually run under the right network, for example “Furnace replacement” under Google Search Ads, and link synced Google Ads and Meta Ads campaigns to them.
Website enquiries: UTMs and tracking rules
When a web form sends a lead to RevenueTie, it includes the UTM parameters and click IDs from the visitor’s URL. Tracking rules match those values to an item in your campaign tree. A rule can check one condition or several together, and the most specific matching rule wins.
- UTM source, medium, campaign, term and content
- Click IDs such as gclid and fbclid
- Rules mapped to a channel, network or campaign
- Landing page and referrer kept on the lead
Phone calls: campaign-specific numbers through Quo
Most calls from ads and Google Business Profile never touch your website, so there’s no URL to read. RevenueTie attributes them through the number that was dialled. Give each campaign its own Quo number, map that number to the campaign, and every call or text to it creates a lead with that source.
- Each number mapped to a channel, network or campaign
- Calls and texts logged on the lead automatically
- The number the client used shown on the lead
- Call summaries and transcripts where available
The requirement: accurate campaign attribution depends on calls reaching a dedicated number that is mapped to that campaign. Calls to a general business number, or a number shared by several campaigns, can’t be attributed to a single campaign automatically.
Ad platform campaigns in the same structure
Google Ads and Meta Ads campaigns sync into RevenueTie with their daily spend. Map each platform campaign, or individual ad groups and ad sets, to your campaign tree, and spend lines up with the leads attributed to the same campaign.
Frequently asked questions
Do I need to change my website forms?
Your forms need to send their submissions, including the UTM values from the page URL, to RevenueTie’s lead endpoint. Most form tools and website platforms can do this with a webhook; we can set it up for you as part of implementation.
Can calls to my main business number be attributed?
They create leads and are logged like any other call, but they can’t be tied to a specific campaign. For campaign-level call attribution, use a dedicated number for each campaign.
What if a lead has no tracking information?
Leads with no tracking signal are grouped as direct, and leads whose signal doesn’t match a rule are grouped as unclassified, so they stay visible and countable.
Does attribution work for Google Business Profile calls?
Yes, when your Business Profile uses its own number mapped to that network in RevenueTie.
Find out where your leads really come from.
Book a demo and we’ll show how attribution would work with your forms and phone numbers.