Published: 27/01/2022

Read time: 3 minutes

What does ‘attribution’ mean when tracking leads?

Attribution refers to the source of where a lead came from to submit their details to the practice.
Depending on tagging and tracking that can be done through Google Analytics or with a piece of DenGro JavaScript, the journey a lead takes to submit their details can be pulled through the form when they submit their details.

This tracking can vary depending on whether the lead is using an incognito/private browser as well as depending on what tracking has been enabled on the website, landing page, and even the form itself.


Can DenGro track the same stuff as Google Analytics?

When a lead submits their details to DenGro, we can capture the attribution data about that lead, through the form connection.

Based on the data DenGro receives, it then assigns attribution automatically. That assignment is based on a number of criteria, which we have aligned with Google Analytics’ definition of attribution data – such as Channel and Source.


How does DenGro track a lead’s attribution?

In order to pull through the full attribution data and enable data assignment, a piece of DenGro JavaScript can be added to each page on the practice website or landing page.

This helps DenGro to pinpoint where the lead came from to reach the site, and then track the lead movement through to where they finally submit their details, sending that tracking information through the form submission so it’s assigned to the lead’s profile for reporting etc.

Again, however, the data that is tracked can be interrupted depending on a number of aspects – from incognito windows, to cookie preferences, and the set-up of the practice site itself. This can also influence a difference in the reporting that Google shows vs DenGro.


My reports talk about Marketing Channel and Marketing Source – what’s the difference?

When discussing a lead’s Attribution, there are 2 keywords – Channel and Source.

Channel is the top-level category of attribution and includes options such as Paid Search, Paid Social etc.

Source is the next level down that goes into details such as Facebook, Instagram, Google etc.

Channel and Source are assigned by DenGro automatically, for online leads, based on the information pulled through from the forms and what data we’re able to track. Source is not always available, where possible we assign it and display it on the Lead’s Profile, in the Lead Export, and on the Lead Generation Report.


Can I set my own custom attributions?

You can set your own custom attribution channels that can then be selected when adding a lead manually into DenGro. This is great for recording if someone saw a sign outside that encouraged them to come in, or if you do a leaflet run, or place an ad in a local paper.

To set these up, you’ll need to have Manager level access to DenGro.

Simply go to Practice Settings (the cog symbol at the top right) and select Practice Details. Scroll down to Attribution Sources and follow the prompt to enter your custom source and set the relevant Channel for additional reporting.

The custom attributions will then appear in the “How did the lead hear about you” drop-down menu when each relevant Channel category is selected.


I love this stuff – where can I learn more?

Great! We’ve got a whole host of great articles that go through the ins and outs of attribution, tracking, and UTM parameters:

Accurate lead tracking with DenGro

Tips for setting UTM tags

How call tracking can help your practice grow