Attribution Reporting

Attribution reporting answers the most important question in marketing: which channels are actually driving conversions? The HoopAI Platform records attribution data at every contact touchpoint so you can trace leads from their first interaction all the way through to a closed deal.

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How attribution works

Every contact in HoopAI carries two attribution records:

• First attribution — the channel, source, or campaign that brought the contact into your system for the very first time. This is set when the contact completes their first tracked action (form submission, calendar booking, chat widget interaction, or order form) and never changes.
• Latest attribution — the most recent channel or campaign associated with the contact. This updates each time the contact completes another tracked conversion action, giving you a view of the last touchpoint before a deal closes.

Both records are stored on every contact and are available as filters in custom widgets and reports.

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Traffic source categories

HoopAI classifies every attributed contact into one of nine source categories:

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UTM parameter tracking

UTM parameters pass campaign metadata from your ads directly into contact records and attribution reports. HoopAI reads five standard UTM parameters:

• utm_source — the traffic origin (e.g., adwords, fb_ad, newsletter)
• utm_medium — the marketing medium (e.g., cpc, email, social)
• utm_campaign — the campaign name
• utm_content — the specific ad creative or link variant
• utm_term — the keyword that triggered a paid search ad

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UTM requirements

For UTM data to be captured correctly:

1. The contact must complete a conversion action on the same page where they arrived — moving to a different page before converting breaks the session and loses UTM data.
2. Parameter names are case-sensitive. Use utm_source=adwords exactly, not Adwords or ADWORDS.
3. Use the HoopAI-provided UTM templates for Google Ads and Facebook Ads rather than custom parameter names, as the platform uses specific source values to classify traffic correctly.

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Viewing attribution data

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On a contact record

Open any contact and scroll to the Attribution section. You will see both the first and latest attribution records, including the source, medium, campaign, and any UTM parameters captured at the time of conversion.

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In custom dashboard widgets

Attribution filters can be added to any contact or opportunity widget on your dashboard:

1. Edit your dashboard and add or open a widget from the Contacts or Opportunities category.
2. Click the Conditions tab and select Add Condition.
3. Choose Attribution and select either First Attribution or Latest Attribution.
4. Add attribution fields such as UTM Campaign, UTM Source, UTM Medium, or Session Source.
5. Save the widget.

Once configured, widgets can display attribution data as donut charts grouped by source, line graphs tracking trends over time, or table views with exportable columns including UTM details.

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CSV export

All attribution fields — including UTM parameters — are available in the granular insights table and can be exported as a CSV file. Add the attribution condition to a table widget and use the export option to download the data.

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Interpreting first touch vs. last touch

Neither attribution model is universally correct. Use them together to get a complete picture:

• First touch tells you which channels are best at generating new awareness and bringing in fresh contacts. Use it to evaluate top-of-funnel investments.
• Last touch tells you which channels are closing deals. Use it to understand what finally converted a lead who may have interacted with your brand multiple times.

Comparing the two models on the same audience often reveals that some channels excel at awareness but rarely close, while others convert well but only reach contacts who already know you.

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Frequently asked questions

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Related articles

• Ads reporting
• Custom reports
• Contact growth report
• Conversion reporting