Using Ad Attribution

You can make use of the information you receive when leads interact with your ads.

This can help you to run ads to lists or audiences you have already created in Lead Gen & CRM, which can then lead to deeper engagement and follow-up when leads have engaged with your ads.

This article will provide information on how to configure and use add attribution in Lead Gen & CRM.

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Article Contents

• Creating Ad Attribution Automation
• Creating Ad Attribution Lists
• Modifying Ad Attribution Lead Scores
• Understanding Ad Attribution in Campaigns
• Viewing Ad Attribution in the Life of the Lead

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Creating Ad Attribution Automation

Ad clicks can be used as triggers or filters in automation workflows. Based on how these workflows are configured, ad clicks can be used as the starting point or the main way to fire off a series of actions or action groups. This can help you to engage with your contacts by building comprehensive automation that is based on them clicking an ad.

Setting Workflow Triggers

Ads, as a whole, can be used as triggers in automation.

To use ad triggers in workflows, do the following:

1. Click Automation > Visual Workflows in the left toolbar.
   
   

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2. Create or edit a visual workflow.
   
   

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3. Click + Add Trigger under Start.
   
   

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4. Click Ads in the left column.
5. Click clicks an ad. 

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6. Click OK.
   

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7. Add additional actions, filters, time delays, or action groups as necessary.

Setting Workflow Filters

Just as they can be used for triggers, ads can be used as workflow filters.

To use ad filters in workflows, do the following:

1. Click Automation > Visual Workflows in the left toolbar.
   
   

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2. Create or edit a visual workflow with a trigger.
   
   

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3. Click + Add > Filter under a created trigger.
   
   

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4. Click Ads in the left column.
5. Click clicks an ad.
   
   

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6. Click OK.
   
   

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7. Add additional actions, filters, time delays, or action groups as necessary.

Creating Ad Attribution Lists

You can create lists that will automatically populate with leads that click on your ads. 

To create ad lists, do the following:

1. Click Lists in the left toolbar. Create or edit a rules-based list.
2. If you are editing an existing list, click    Options > Change List Settings. If you created a new list, skip to step 4.
   

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3. Click Create Rule.
   

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4. Select clicks an ad in the Ads section.
   

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5. Set the conditions modifier to either When all or When any. Add other triggers and filters to the list as desired.
6. Click Save.
   
   

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Note: Click  Remove to remove triggers and filters.

Modifying Ad Attribution Lead Scores

Lead scoring allows for you to organize and prioritize leads based on specific information a lead has provided, or important event activity the lead has taken a part in. This applies to how leads interact with your ads. You can modify the score applied to a lead when they click any of your ads. That score, when combined with other important factors, contributes to the lead's overall score.

To modify lead scoring for ad clicks, do the following:

1. Click Lead Scoring in the left toolbar. 
   
   

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2. Scroll down to the Engagement: Ads section. Modify how many points are added to the lead score in the if a lead interacts with the ad field.
   
   

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3. Click Save and Rebuild All Lead Scores.
   
   

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Understanding Ad Attribution in Campaigns

Perfect Audience ads have a unique UTM appended to the link on the ad. When a lead clicks the ad and lands on a tracked site, Lead Gen & CRM recognizes the UTM and makes the attribution.

This means that if a lead clicks on a Perfect Audience ad, the lead is added to the associated campaign in Lead Gen & CRM. If there is no associated campaign in Lead Gen & CRM, a copy of the Perfect Audience ad campaign will be created in Lead Gen & CRM. The copy will be given the same name, and it will automatically be given a Perfect Audience tag. From there, you can configure the created campaign as necessary.

For more information on creating campaigns in Perfect Audience, refer to Perfect Audience's external documentation.

Viewing Ad Attribution in the Life of the Lead

Ad interactions will appear in a contact's Life of the Lead. Perfect Audience entries will provide information on who clicked on your ads, as well as when. This can help you to understand the lead's complete journey.

To view who interacted with your ads, do the following:

1. Click Contacts in the left toolbar and select the desired lead in the Contact Manager list.
2. Click the Life of the Lead tab in the lead record.
   
   

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3. Locate the Perfect Audience entry.