Lead attribution
Also called: Marketing attribution, Source attribution
Lead attribution is the practice of recording which marketing channel, campaign, or page brought in a lead, so that spend can be credited to the sources that actually produce buyers.
Lead attribution in dealership marketing
The two simplest models are first-touch, which credits the channel that first brought the buyer in, and last-touch, which credits the channel they used just before enquiring. Dealerships usually care about first-touch for content and campaign ROI, and last-touch for understanding which contact points close.
Attribution breaks down when leads arrive by phone or walk-in without a recorded source, which is why reception scripts, call tracking, and CRM source fields matter as much as web analytics.
Related terms
- Advertising
Conversion tracking
Conversion tracking is the setup that records when an ad click leads to a valuable action, such as an enquiry form, a WhatsApp click, or a phone call, so that campaigns can be optimised and judged on real outcomes instead of clicks.
Read definition - Leads & Sales
Cost per walk-in
Cost per walk-in is the marketing spend divided by the number of showroom visits it generated, measuring what a dealership pays to get a buyer physically in front of a vehicle rather than just into a CRM.
Read definition - Data & Systems
Automotive CRM
An automotive CRM is customer relationship management software built around the stages of a vehicle sale, tracking every lead from first enquiry through test drive, booking, and delivery, with follow-up reminders tied to each stage.
Read definition
Where it applies
AutoSutra services where lead attribution comes into play.
Further reading
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