Bitrix24 Attribution

This article describes how Bitrix24 data is used for attribution in LightLead.

Attribution Principle

Attribution is the process of matching deals, orders, or leads from the CRM to advertising sources. This helps you understand which ad led to a sale.

Attribution in Bitrix24 uses the deal's built-in UTM fields to match against advertising sources. Contact data (email, phone) and company name are also matched as a fallback. Priority: UTM tags > contact data > company name.

Matching Methods

LightLead uses several matching methods:

Method	Priority	Description
UTM tags	High	Direct matching of the deal's UTM parameters to ad campaigns
Contact data	Medium	Matching by customer email or phone
Company name	Low	Matching by domain or company name
Custom fields	Configurable	Matching by custom field values

Setting Up Attribution

To set up attribution:

1. Connect the CRM system and ad accounts to LightLead

2. Make sure UTM tags or contact data are passed into the CRM

3. Configure matching rules in the attribution section

4. Verify the matching is correct on test data

Attribution Models

LightLead supports the following attribution models:

• Last Click: 100% of the value is assigned to the last source

• First Click: 100% of the value is assigned to the first source

• Linear: value is distributed evenly across all sources

• Time Decay: sources closer to the conversion get more weight

• Position Based: 40% to the first and last source, 20% distributed among the rest

Verifying Attribution

To verify that attribution is correct:

1. Create a test report with deals and sources

2. Check that each deal has a matched source

3. Make sure there is no duplication

4. Compare the data with expected results

Related Pages

• UTM Fields — setting up UTM tags

• Fields — field descriptions

• Usage Examples