Attribution, AI referral and first-party tracking guides

Closed-loop attribution links an ad click to a lead, a CRM stage and revenue, then sends that back to the ad platform. See where it breaks and how to test it.

Four ways to get a lead's source into a CRM record: hidden fields, a script, a webhook flow or a connector. Trade-offs, property names and a check.

Track where each lead came from: tag links, capture UTMs on landing, keep them to the form, attach them to the lead. Compare methods and run a 10-minute test.

Seven attribution models applied to one $1,000 sale, with the arithmetic, a which-model-for-which-question table, and what each model cannot see.

Meta counts a click when it happens. Analytics counts a session after your page loads. See where the visits go and how to check.

Server-side tracking sends events from your server instead of the browser. What it fixes, what it cannot, and three set-ups compared.

GA4 labels a session Direct when it has no usable source. Learn the real causes, how to shrink it with tagging, and how to judge what is left.

Google Ads counts clicks and GA4 counts sessions, with different dates, windows and filters. Find your gap in 20 minutes.

See which campaign sent each Fluent Forms lead on WordPress. Add one script tag, no hidden fields, then test with a UTM link.