Leads and attribution
See which ads, links and campaigns bring you conversations, mark conversations as leads or conversions, and enter ad spend to see cost per lead.
Leads and attribution shows where your conversations come from, such as a Click-to-WhatsApp ad, a WhatsApp link or one of your broadcasts, and how many of them became leads and conversions. If you enter what you spent on an ad, it also works out your cost per lead and per conversion.
Note: Every role except Billing Administrator can see this report. Owners, Admins, Supervisors, Agents and Marketing Managers can also mark leads and conversions and enter ad spend.
How a conversation gets its source
A conversation's source is decided once, when the customer sends their first message, and doesn't change afterwards.
| Source | When it's used |
|---|---|
| Click-to-WhatsApp ad | The customer started the chat from a Meta ad. |
| Facebook or Instagram post | The customer started the chat from a post. |
| Tracked link | The customer's first message was exactly the code of one of your WhatsApp links. |
| Our campaign | The customer replied to one of your broadcasts, either by quoting it or by writing within 72 hours of it being sent. |
| Organic | None of the above. |
In the inbox, the source appears as a chip in the conversation header. Hover over it to see the details and when it was attributed. Before the customer has written, it says No source yet.
Mark a conversation as a lead or converted
- Go to Inbox and open the conversation.
- In the conversation header, click More actions (the … button).
- Click Mark as lead or Mark as converted.
- Optionally, enter a Value, for example the size of the sale. If the account's currency isn't known yet, also enter a three-letter Currency, such as INR.
- Click Record.
The conversation header then shows a Lead or Converted badge. Click a badge to see when and how it was recorded.
A lead or conversion is recorded once and stays recorded. Marking it again changes nothing. The mark is credited to the conversation's source, so it appears against that ad, link or campaign in the report.
Read the report
Go to Analytics › Leads and attribution. The page is titled Attribution.
To filter it:
- Pick a date in From and To.
- In Source kind, choose Every kind or one kind of source.
- In Rows, choose By source (one row per ad, link or campaign) or By kind (one row per kind of source).
- Click Apply.
The report opens on roughly the last 30 days. Days here are always counted on UTC days, whatever your organisation's day boundary is.
Totals
| Figure | What it means |
|---|---|
| Conversations | Conversations attributed in the range. |
| Answered | Of those, how many got a reply, from a person or a flow. |
| Leads | Conversations marked as leads. |
| Conversions | Conversations marked as converted. |
| Value | The total value of leads and conversions, one figure per currency. |
| Spend | The ad spend you entered, with Cost / lead once there's spend to divide. |
Not counted in Conversations: conversations your business started that the customer never answered. A conversation counts from the customer's first message.
When you view By source, a line checks that the rows add up to the same total as By kind. If it shows a warning instead, contact support.
By source and day
The table lists Day, Source, Conversations, Answered (mean) (with the average time to answer), Leads, Conversions, Value, Spend, Cost / lead and Cost / conversion.
Enter ad spend
IconEngage doesn't import ad spend from Meta. You enter it yourself, per ad set and per day.
- Go to Analytics › Leads and attribution.
- Make sure Rows is set to By source.
- Find the row for the ad set and day.
- Type the amount in the Spend box, for example 1200 or 1200.50.
- Click Save.
To remove spend, clear the box and click Save.
Spend can only be entered on rows from Click-to-WhatsApp ads. It's recorded in the ad set's currency. If the ad set has no currency on record yet and the page shows more than one currency, the page asks you to wait until the ad set's first lead or conversion value arrives, rather than guess.
Related
- WhatsApp links
- Campaigns report
- Dashboard: Leads and Conversions in the Commerce and revenue section
Still need help?
Write to us at [email protected] and tell us what you were trying to do. Already a customer? Sign in to IconEngage — the same articles are under Help in the app.