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Attribution Setup Guide

Timeline: Months 1-3 (Critical Priority)
Owner: Marketing Lead (Strategy), Technical Vendor (Implementation)

Goal: Know which ads produce qualified leads and at what cost.

Why This Comes First​

"Everything else depends on knowing which ads produce qualified leads and at what cost."

Without attribution:

  • Can't optimize spend allocation
  • Don't know which channels are worth scaling
  • CAC targets ($1,500) are guesswork
  • No baseline for measuring improvement

This unlocks everything else in the playbook.

Month 1: HubSpot Tracking Audit & Setup​

Week 1: Install Tracking Code​

Tasks:

  • Install HubSpot tracking code on all website pages
  • Verify tracking code fires on every page (use HubSpot debugger)
  • Test cross-domain tracking if applicable

Technical requirements:

  • HubSpot tracking code in <head> tag
  • Fires before other analytics (Google Tag Manager, etc.)
  • Works across all subdomains (yourcompany.com, etc.)

Week 2: UTM Parameter Setup​

Tasks:

  • Define UTM parameter structure for all channels
  • Create UTM conventions document for team
  • Build UTM templates for each paid channel

UTM Structure:

Channelutm_sourceutm_mediumutm_campaignutm_content
Google Searchgooglecpc[brand]-[service]-[market][ad-group]
LSAgooglelsa[brand]-[market]n/a
Meta Adsfacebookpaid-social[brand]-[objective]-[market][ad-creative-id]
Billboardsbillboardoffline[location]-[quarter][design-variant]
Mailersdirect-mailoffline[neighborhood]-[quarter][offer-type]

Example Google Search UTM:

utm_source=google
utm_medium=cpc
utm_campaign=avl-remodeling-kitchen
utm_content=granite-countertop-ad

Week 3: Custom Properties Setup​

Tasks:

  • Create custom contact properties in HubSpot
  • Create custom deal properties
  • Map form fields to properties

Custom Contact Properties:

  • Brand/Service Line (dropdown): [Your Brand(s), e.g., Primary Remodeling, Restoration Division, Market 2]
  • Market (dropdown): [Your Markets, e.g., Primary Market, Secondary Market]
  • Project Type (dropdown): Kitchen, Bathroom, Whole-Home, Storm Damage, etc.
  • Funding Source (dropdown): Cash, Insurance, Financing
  • Lead Source - First Touch (auto-populated from UTM)
  • Lead Source - Last Touch (auto-populated from UTM)

Custom Deal Properties:

  • Project Value Estimate (number)
  • Close Probability (percentage)
  • Consultation Date (date)

Week 4: Form Submission Configuration​

Tasks:

  • Configure all website forms to capture lead source
  • Test form submissions from each channel
  • Verify data flows into HubSpot correctly

Forms to configure:

  • Contact form (main website)
  • Consultation request form
  • Project quote request
  • Newsletter signup
  • Downloadable content forms (if applicable)

Months 1-2: Google Ads + LSA Integration​

Tasks:

  • Connect Google Ads account to HubSpot (native integration)
  • Enable auto-tagging (GCLID parameters)
  • Map Google Ads campaigns to HubSpot campaigns
  • Verify click data flows into HubSpot

HubSpot Settings:

  • Navigate to Settings > Marketing > Ads > Google Ads
  • Authenticate Google Ads account
  • Select campaigns to track
  • Enable "Import offline conversions"

Offline Conversion Tracking​

Why this matters: Tells Google Ads which clicks actually closed into projects.

Tasks:

  • Create conversion actions in Google Ads (Lead, Consultation Scheduled, Won Deal)
  • Set up HubSpot workflow to send deal "Won" events back to Google Ads
  • Test conversion tracking with sample data
  • Monitor conversion lag time (time from click to close)

HubSpot Workflow:

  1. Trigger: Deal stage changes to "Closed Won"
  2. Action: Send offline conversion to Google Ads
  3. Include: Deal value, original GCLID, conversion timestamp

LSA (Local Services Ads) Attribution​

Tasks:

  • Tag all LSA leads with utm_source=google&utm_medium=lsa
  • Create LSA-specific contact property
  • Track LSA lead volume and conversion separately

Manual process:

  • When LSA lead comes in (phone call, message), manually tag in HubSpot
  • Use workflow automation to assign LSA source if phone number matches LSA tracking number

Month 2: Meta Ads Integration​

Facebook/Instagram Connection​

Tasks:

  • Connect Facebook Business Manager to HubSpot
  • Link Instagram account
  • Enable Meta lead ads integration (if using lead forms)
  • Map Meta campaigns to HubSpot campaigns

HubSpot Settings:

  • Navigate to Settings > Marketing > Ads > Facebook
  • Authenticate Facebook Business Manager
  • Select Ad Accounts to track
  • Configure lead sync settings

Lead Forms (If Using)​

Tasks:

  • Set up Meta lead forms to flow directly into HubSpot
  • Test lead form submission
  • Verify instant sync (should be under 5 minutes)

UTM Tracking for Traffic Campaigns​

Tasks:

  • Apply UTM parameters to all Meta ad creative
  • Test UTM tracking with sample clicks
  • Verify landing page tracking

Custom Audiences & Retargeting Setup​

Tasks:

  • Create HubSpot lists for retargeting (website visitors, form abandoners)
  • Sync lists to Meta as custom audiences
  • Set up retargeting campaigns

Key audiences:

  • Website visitors (last 30 days)
  • Page viewers (project galleries, pricing pages)
  • Form abandoners (started form, didn't submit)

Months 2-3: Offline Attribution​

Billboard Tracking​

Options:

  1. Unique vanity URLs (preferred): YourCompany.com/billboard-west-asheville
  2. Unique phone numbers: CallRail or similar for each billboard location
  3. QR codes: Track scans by location

Tasks:

  • Determine tracking method (vanity URL recommended)
  • Create landing pages for each billboard
  • Add UTM parameters to vanity URLs
  • Set up 301 redirects if needed

UTM Structure:

utm_source=billboard
utm_medium=offline
utm_campaign=west-asheville-q1-2026
utm_content=kitchen-remodel-creative

Direct Mailer Tracking​

Tasks:

  • Create unique landing page per mailer campaign
  • Add unique offer code or promo code to mailer
  • Configure HubSpot form to capture promo code
  • Track conversions by landing page and promo code

Example:

  • Neighborhood: Biltmore Forest
  • Landing page: yourcompany.com/neighborhood-spring-offer
  • Promo code: BILTMORE2026

Referral Partner Tracking​

Tasks:

  • Create "Referral Source" contact property (text field)
  • Train team to ask "How did you hear about us?" and log in HubSpot
  • Create referral partner list (designers, architects, realtors, insurance adjusters)
  • Track referrals by partner name in deal source field

HubSpot Workflow:

  • When referral source is filled → assign deal source = "Referral - [Partner Name]"
  • Monthly report: referrals by partner, close rate, deal value

Month 3-4: Build KPI Dashboard​

Weekly Marketing Dashboard​

HubSpot Reports to Create:

  1. Lead Volume Report

    • Leads by source (last 7 days, last 30 days)
    • Leads by brand (if multiple brands/service lines)
    • Leads by market (if multiple markets)

  2. Qualified Leads Report

    • MQL (Marketing Qualified Lead) by source
    • SQL (Sales Qualified Lead) by brand
    • Lead quality score distribution

  3. CAC by Channel

    • Ad spend (from Google Ads, Meta Ads) ÷ leads generated
    • Target: $1,500 CAC
    • Identify channels above/below target

  4. Close Rate by Brand

    • Deals won ÷ total opportunities
    • By brand, by source, by market

  5. Deal Pipeline

    • Deals by stage (Qualified, Consultation, Proposal, Won/Lost)
    • Weighted pipeline value
    • Average time in each stage

Dashboard Configuration​

Tasks:

  • Create HubSpot custom report dashboard
  • Share dashboard with leadership (view-only link)
  • Set up weekly email with dashboard snapshot
  • Schedule monthly in-depth review meeting

Dashboard URL: Pin to favorites, share link in Slack

Month 4-6: Baseline Measurement​

Establish Current State​

Tasks:

  • Document baseline metrics (Q1/Q2 2026)
  • Calculate current CAC by channel
  • Identify channels above $1,500 CAC
  • Flag channels with poor attribution or low lead quality

Baseline Metrics to Capture:

  • Total leads/month (current state)
  • CAC by channel (Google, LSA, Meta, Billboards, Referrals)
  • Close rate by brand
  • Average deal size
  • Content production volume (blog posts, videos, social)

Baseline Report Structure​

## Baseline: Q1 2026

**Lead Volume:** [X] leads/month (target: 40)

**CAC by Channel:**
- Google Search: $[X] (target: $1,500)
- LSA: $[X]
- Meta Ads: $[X]
- Billboards: $[X] or "Unable to calculate"
- Referrals: $[X]

**Close Rate:**
- Primary Remodeling: [X]%
- Restoration Division: [X]%
- Secondary Market: [X]%

**Gaps Identified:**
- [Channel] has poor attribution
- [Channel] CAC is above $1,500
- [Brand] conversion rate is low

Success Criteria​

End of Month 2:

  • ✓ All digital ad sources flowing into HubSpot with accurate attribution
  • ✓ Google Ads and Meta Ads connected
  • ✓ UTM parameters standardized and applied

End of Month 3:

  • ✓ Offline channels trackable (billboards, mailers, referrals)
  • ✓ First baseline CAC report by channel completed

End of Month 4:

  • ✓ Weekly dashboard live and shared with leadership
  • ✓ Monthly reporting cadence established
  • ✓ Know exactly where you are and what needs to change

Common Pitfalls​

  1. Not completing HubSpot setup before launching new campaigns

    • Fix: Pause new campaigns until tracking is live

  2. Inconsistent UTM usage across team

    • Fix: Create UTM builder tool, train team, audit monthly

  3. Forgetting to tag offline leads

    • Fix: Add to intake process, automate where possible

  4. Not sending offline conversions back to Google Ads

    • Fix: Set up workflow, test with sample data

  5. Dashboard exists but nobody looks at it

    • Fix: Weekly review in Revenue Team meeting

Next Steps​

Once attribution is working:

  • Month 7: Channel performance audit (see which channels to scale)
  • Month 8: Budget reallocation based on CAC data
  • Months 8-12: Conversion rate optimization, A/B testing

See: Optimization Framework for what to do after attribution is fixed

Attribution is the foundation. Get this right, and every other marketing decision becomes data-driven instead of guesswork.