KeyCRM Attribution

This article describes how KeyCRM 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 ads led to a sale.

Attribution in KeyCRM is based on matching buyer data (phone, email) and order number with advertising sources. If custom fields with UTM tags are configured, they take priority in attribution.

Matching Methods

LightLead uses several matching methods:

Method	Priority	Description
UTM tags	High	Direct matching of deal UTM parameters with 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 the CRM passes UTM tags or contact data

3. Configure matching rules in the attribution section

4. Verify the 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 the 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. Verify that each deal is matched to a source

3. Make sure there is no duplication

4. Compare the data against expected results

Related Pages

• UTM Fields — configuring UTM tags

• Fields — field descriptions

• Usage Examples