HubSpot attribution

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

Attribution principle

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

HubSpot attribution uses deal, contact, and company properties. Contact/company data is available via the associations API. Matching is done by email, company domain, and UTM tags. Associations are loaded optionally.

Matching methods

LightLead uses several matching methods:

Method	Priority	Description
UTM tags	High	Direct matching of the deal's UTM parameters with ad campaigns
Contact data	Medium	Matching by customer email or phone
Company name	Low	Matching by company domain or 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 to the CRM

3. Configure matching rules in the attribution section

4. Verify matching accuracy 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 conversion get more weight

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

Verifying attribution

To verify attribution accuracy:

1. Create a test report with deals and sources

2. Check that a source is matched to every deal

3. Make sure there is no duplication

4. Compare the data against expected results

Related pages

• UTM fields — setting up UTM tags

• Fields — field descriptions

• Usage examples