Measuring what produces clients
Attribution
In plain terms
Knowing where each enquiry and each client comes from: which ad, which search, which channel.
Technical meaning
Attribution links a sales event (form, call, sale) to the source that triggered it, by combining URL parameters, click identifiers and CRM data. Contrast sets it up before the first campaign, in the browser and on the server, so that the budget is managed on signed clients rather than clicks.
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