Last updated: January 22, 2021
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Attribution refers to the rules that determine how your marketing assets and channels receive credit for converting visitors into contacts and customers. HubSpot's ads tool offers five different models of attribution.
By default, a new contact is attributed to one of your ads when a click on that ad led to the web session where the visitor converted via a form submission for the first time. In order to track conversions:
The HubSpot tracking code must be installed on the page your ad directs visitors to. HubSpot pages include the tracking code by default, but if you're using an external page, ensure that the HubSpot tracking code is installed.
Auto-tracking must be enabled for your ad account.
Note that tracking does not work retroactively; after auto-tracking is enabled, HubSpot will only be able to associate future ad clicks with contacts.
HubSpot forms, pop-up forms, or non-HubSpot forms that use the HubSpot Forms API must be used to capture form submissions on your pages. If you're using the HubSpot Forms API, you must include the parameters to pass the page URL and the HubSpot tracking cookie.
You can filter your ad campaigns by attribution report to see how your ads are influencing your contacts across every stage of their customer journey.
Please note: CRM Free, Marketing Hub Starter or legacy Basic accounts only have access to the First form submission report. Marketing Hub Professional and Enterprise accounts have access to all other attribution reports.
You can filter ad campaign data by the following attribution reports:
Selecting different attribution reports will change the Contacts metrics, and affect any metrics that are affected by the number of contacts (e.g., Customers, Cost per contact, Revenue from deals). Contacts may show up in multiple attribution report types, and some overlap is expected between the different attribution reports.
You can further filter your ad campaigns by date and status.
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