United States

Find out where your leads came from and what happened next

Marketing attribution means connecting an enquiry or sale with the marketing activity recorded before it. DSDillon helps U.S. businesses investigate missing sources and reports that disagree.

Request a project scope View relevant work

Desired result

United StatesRevenue evidence system

A defensible evidence chain connecting marketing activity with qualified enquiries, sales and revenue while keeping uncertainty visible.

What people want to know

What businesses usually want to know first.

Measurement field guide

How this service works as a complete business system.

The sections below establish the operating principles that govern the work in United States. They explain what is examined, what decisions follow and where responsibility remains with search engines, platforms, legal advisers or the business.

How the evidence chain is mapped

The map follows a customer from campaign or referral through the landing page, consent state, form, call or booking, qualification process and recorded revenue. Advertising platforms, analytics, websites, call systems, customer records and payment systems use different identifiers and definitions. Every handoff is documented so missing data is treated as a known gap instead of being silently assigned to a channel.

How conversions are defined and tested

A button click is not automatically a lead, and a submitted form is not automatically qualified demand. Events are named according to the business outcome they represent. Controlled test journeys confirm browser behaviour, server requests, notifications and downstream records. Duplicate events, blocked scripts, cross-domain journeys, time zones and consent choices are examined because they can change totals without changing real customer activity.

How attribution models should be read

Last-click, first-click, position-based and data-driven approaches answer different questions and can assign different credit to the same journey. Platform models depend on the evidence available inside that platform. Offline conversations, cross-device behaviour and incomplete identifiers create uncertainty. Reports therefore show observed, modelled and unknown sources separately and explain which decision each view is suited to support.

How reporting leads to action

Executive reporting connects spend, qualified demand, revenue evidence, data limitations and required decisions. Channel totals are reconciled against business records within stated tolerances. Changes in tracking configuration are recorded so trends are not misread. Privacy, consent, access and retention requirements are documented with appropriate legal review. The goal is better allocation decisions using source, campaign and revenue data the business can reconcile.

Working deliverables

Cross-system measurement audit
Conversion and qualification specification
Campaign-to-revenue evidence map
Decision-focused reporting framework

Evidence used to measure progress

Verified priority conversion events
Match rate between leads and outcomes
Visible unknown and modelled attribution
Reconciled channel and revenue records

From concern to confident decision

The questions that usually come before the final question.

01
How do you know where a lead came from?Read the full answer
02
How do we record the campaign source for each lead?Read the full answer
03
Can you recover sources for old enquiries?Read the full answer
04
Can the report show which leads became customers?Read the full answer

Questions businesses are asking

Straight answers on cost, visibility, timing and what the work involves.

How do you know where a lead came from?

Check the information saved with the original enquiry: the page used, referring website and campaign details where available. Telephone and offline referrals may need staff input. We review what your forms and sales records actually retain before proposing changes.

How do we record the campaign source for each lead?

Campaign links can carry a consistent campaign name and source. The website must retain useful details when the person enquires, and the sales record needs somewhere to store them. We test that complete route and give your team a usable naming guide.

Can you recover sources for old enquiries?

Sometimes the original correspondence or website records contain useful information. If it was never collected, a precise source may be impossible to establish. We identify recoverable records and keep unknown sources clearly labelled.

Can the report show which leads became customers?

Yes, where enquiry and sales records can be connected reliably. Agree what counts as a qualified lead and a completed sale. Retain an enquiry reference through the sales process so reporting can follow the opportunity beyond the first form submission.

Related help