When utilizing dynamic number swapping or call tracking (via a number pool), it’s important to identify how a lead discovered your business—whether it was through organic social media, a paid Google ad, or another source. In Advisor's Growth, you can utilize a variety of contact attribution variables for both first and last attribution to customize the actions within your workflows.
This feature offers a range of possibilities. Below, we'll guide you through using an incoming call with contact attribution to determine the lead's origin and tailor your actions accordingly.
Step 1: Set Up a Workflow Trigger
Navigate to Automation > Workflows and click + Create Workflow.
Set up a Workflow Trigger based on Call Status, then filter by Call Direction and choose Incoming Call.
Save the Trigger.
Step 2: Add a Conditional Action
Choose If/Else Condition and select Contact Details.
For Source, choose Attribution > First/Latest > Session Source.
Add another segment by selecting Contact Details, then locate Session Source (First Attribution) or Session Source (Last Attribution).
Choose Is > Paid Search.
Save the action and name this branch Yes.
Note: There are several options under “Contact First Attribution” and “Contact Last Attribution.” Review them carefully to select the best match for your needs.
Step 3: Add a Google Ads Action
For the Yes path (indicating the lead came from a Google ad), add a Google Adwords action for reporting.
Add any additional actions as needed and save your Workflow.
Once ready, toggle the Workflow from Draft to Published mode for it to run.
Pro Tips
Combine First and Last Attribution
Use both first and last attribution sources in your workflows to gain a complete view of how your leads interact with your business over time. This will help refine your follow-up actions based on the most recent and relevant engagements.Monitor Attribution Reports
Regularly check reports from Google Ads and other analytics platforms to ensure your workflows are capturing the most significant lead sources. This will help you optimize marketing efforts and improve ROI.Customize Based on Source
Consider segmenting your contacts by their attribution source. Leads from organic channels might receive different follow-up strategies compared to those from paid ads, making your workflows more targeted and effective.Leverage Custom Fields
Store attribution data in custom fields or tags for future use in other workflows or reports. This will enable a broader understanding of your marketing channels' performance.
FAQs
Q1: Can I use attribution data for both paid and organic sources?
Absolutely! You can set workflows for a variety of attribution sources, including paid search, organic search, social media, and more. Customize the If/Else conditions to segment contacts based on their first or last attribution source.
Q2: What’s the difference between first attribution and last attribution?
First attribution identifies the source where the contact first encountered your business, while last attribution shows the most recent engagement source. These distinctions give you a better understanding of the contact’s journey.
Q3: How do I track my Google Ads campaign effectiveness using workflows?
By adding contacts to Google Ads based on their attribution source, you can track their conversions and engagement directly in Google Ads, allowing you to measure campaign performance and make informed decisions.
Q4: Can I apply this workflow to non-call-related attributions?
Yes, you can modify this workflow for other triggers like form submissions or calendar bookings. Just adjust the workflow trigger and conditions to match the engagement type you want to track and manage.