Pipedrive Attribution

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

Attribution principle

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

Attribution in Pipedrive uses data from the deal, the contact (person), and the organization. The main matching fields are: email, phone (person), company name (organization). Custom fields with UTM tags participate in attribution when available.

Matching methods

LightLead uses several matching methods:

Method	Priority	Description
UTM tags	High	Direct matching of a deal's UTM parameters with ad campaigns
Contact data	Medium	Matching by the customer's 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 in 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, 20% distributed among the rest

Verifying attribution

To verify attribution is correct:

1. Create a test report with deals and sources

2. Check that every deal has a matched source

3. Make sure there's no duplication

4. Compare the data against expected results

Related pages

• UTM fields — configuring UTM tags

• Fields — field descriptions

• Usage examples