Marketing attribution
Also called: attribution, lead source tracking, campaign attribution
Marketing attribution is working out which campaigns and channels produced which appointments and written business, so an agency knows where its marketing money actually works.
Simple attribution credits the first or last touch, such as the ad someone clicked or the event they attended. In insurance the path is often long and spans several systems: the lead source in the CRM, the appointment, the application and the carrier record.
Agencies get most of the value by doing the basics consistently: a required lead source on every contact, campaign tags on every link, and a monthly report that ties sources to written business.
Without attribution, every budget decision is a guess, and the loudest channel gets the money.
"Marketing attribution showed that our seminars produced more written business than paid leads."
How can an insurance agency track which marketing produces written business?
Require a lead source on every contact, tag every campaign link, keep the source when a lead becomes a client, and review a monthly report that connects sources to applications and written business.
Related terms
On RevEngine: Submitted, issued and placed business