Attribution lets you link your patient leads to your marketing activities. Specifically, attribution can tell you what attracted a lead to your campaign, which advert a lead clicked on, which marketing campaign it was part of and the channel the campaign was running on.
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Why’s that important?
Well, if you want to spend money smartly, you’d allocate more budget to the campaigns that drive the most sales and scale back those that don’t, right? Imagine you’re running a Facebook campaign at the same time as a pay-per-click ad. You want to know which one is more effective. DenGro’s Lead Attribution can give you this information.

If you’re familiar with Google Analytics, you should recognise these .We refer to this information as ‘Attribution Data’.

Attributes follow these naming conventions:

Channel = Method for reaching customers with products or services.
Example = Paid Search.

Source = Detail of where a lead came from within a particular Channel.
Example = Google.

Medium = Method of communication.
Example = Pay-per-click (PPC/paid ads).

Campaign = A particular marketing campaign.
Example = January-sale.

Term* = Keywords used in a Campaign.
Example = Free check-up.

Content* = Ad derivative.
Example = Video-1.

*You would typically only apply Term and Content to paid search. For example, marketing a January Sale (Campaign) may involve different ads with different keywords (Term) and creative treatments (Content).

With GA4 (Google Analytics 4) released in 2023 there are now more parameters that you can add to your URLs:

utm_source: Identifies the advertiser, site, publication, etc. that is sending traffic to you.
For example, Google, Instagram.

utm_medium: The advertising or marketing medium.
For example, cpc, banner, email newsletter.

utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
For example, summersale, valentinespromo.

utm_term: Identifies paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
For example, clear braces, whitening, face injections.

utm_content: Used to differentiate similar content or links within the same ad.
If you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
For example, lifestylevideo; productvideo.

utm_id: Campaign ID. To identify a specific promotion or campaign. This is required GA4 tracking to work (i.e. for data import). You need to use these same IDs when uploading campaign cost data.

utm_source_platform: Identifies the platform responsible for sending traffic to a given Analytics property (one that manages organic traffic data). For example, Display & Video 360 or Search Ads 360.

utm_creative_format: Identifies the type of ad creative shown to users on a webpage. For example: video, display, native, search.

utm_marketing_tactic: Identifies the targeting criteria applied to a campaign. For example: prospecting or remarketing.

utm_adname: Identifies the ad campaign name

If this feels complicated, don’t worry. In most instances you only need to understand source, medium and campaign. Read on to see how they would be used in a January sale campaign.

Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.
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For example, if you’ve sent a January Sale email campaign to your customers, you might use the following parameter-value pairs:

utm_source = existing-patient-list
​utm_medium = email
​utm_campaign = january-sale

Attributes are captured using Urchin Tracking Module (UTM) parameters. If you haven’t heard of them before, you’ve almost certainly seen them – they’re the messy looking bits of code that sometimes appear after a webpage’s URL:

You can easily generate a URL with a relevant UTM for your campaign with a URL Builder.
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We recommend using the URL Builder tool that’s built into Google Analytics. It provides a clear breakdown of the sections you want to add (e.g. campaign, medium, term, etc.).
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You can see how the simple form works below.

By adding campaign parameters to links that your prospects and patients click on, you can collect information about the effectiveness of your marketing, and identify which activities are most effective.
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For example, if you add UTM parameters to all your Facebook ad URLs, DenGro can track which specific advert your lead clicked on. This allows you to see which messages and promotions your leads find most attractive.

When leads are added manually by a practice user, they have an option to choose how the lead was captured, which can include:

Users can also add detail to the ‘How did you hear about us’ field, based on the conversations they have had with the lead.

We refer to all this information as ‘Capture Data’.

Campaign URL builder: https://ga-dev-tools.appspot.com/campaign-url-builder/

Channels, sources, and medium explained: https://www.optimizesmart.com/understanding-channels-in-google-analytics/

Collect campaign data with custom URLs: https://support.google.com/analytics/answer/1033863