Attribution
Know which marketing earned every lead and sale
Attribution records where each visitor came from, remembers it across visits and devices, and connects it to the form, call or order that followed. Then it tells the ad platforms, so they bid toward the customers who actually buy.
01
A tag that remembers
Paste one line, install the WordPress plugin or the Shopify app. The tag gives each browser an ID and records every campaign tag, ad click ID and referrer.
- UTM tags, Google, Microsoft, Meta and TikTok click IDs, affiliate and email parameters are all kept.
- A visitor who clears cookies or comes back weeks later is recognised again.
- Serve the tag from your own domain, or through your own website, so browsers and ad blockers treat it as part of your site.
- Works with your consent banner, including IAB TCF and GPP, and with Google Consent Mode.
- A visitor who moves between a client's own websites keeps one session and the source that brought them.
- Settings you save in Metric Sensei reach the tag on your website within minutes, with nothing to republish.
02
The source of every lead, in your forms
Add hidden fields to your forms and the tag fills in the first touch, the last touch and the last paid touch: source, medium, channel, campaign, keyword, click ID and landing page.
- Fields are found by their name, ID or class (such as ms_source or ms_campaign), so most form builders need no code. The tracking guide lists every field.
- Works with any form. The WordPress plugin also saves submissions from WPForms, Gravity Forms, Contact Form 7, Ninja Forms, Formidable, Fluent Forms, Forminator and Elementor Pro.
- The values travel with the lead into your CRM, so sales sees where each lead came from.
- Form submissions are counted, never read. Contact matching, when you turn it on, hashes email, phone and address in the browser.
03
Calls, chats and offline sales
Leads that never fill a form still count. Calls from CallRail and RingCentral, chats from Blazeo, orders and customers from Shopify, contacts and form submissions from HubSpot, and profiles from Klaviyo and Mailchimp are matched to the visit that led to them.
- Live events arrive as they happen from connected sources, and a lead that is enriched later is linked again.
- Orders from Snapfulfil, TechShip and Gorgias are matched by order number, email or phone.
- Look up one person and see every visit, touch and conversion in order.
- Realtime shows visitors and conversions as they happen, on a live map.
- Rules clean up messy campaign tags ("fb", "Facebook", "facebook.com") and group visits into your own channels. The original tags are always kept.
- A link builder makes campaign links that follow your naming rules.
04
Conversions back to the ad platforms
Map an event, such as a qualified lead, a closed deal or an order, to a conversion action, and Metric Sensei sends it to the platform that brought the visitor.
- Offline conversions from your CRM and phones: deals won in HubSpot, Salesforce or NetSuite, and inbound RingCentral calls.
- Google Ads click conversions and enhanced conversions, matched on click IDs and hashed contact details, sent through Google's Data Manager when your sign-in allows it.
- Meta Conversions API, matched on hashed contact details and Meta's own browser IDs.
- Microsoft Advertising offline conversions, matched on the Microsoft click ID.
- Each event is sent to each conversion action once.
- For rules, previews, test sends, daily limits and a send log, turn on Offline Conversions.
05
Bot protection
Automated browsers and visits from cloud hosting networks get no ID and are left out of your numbers.
- Fake visits don't inflate reports or pollute conversions sent to ad platforms.
- Junk form fills from bots don't count as leads.
06
Ad-driven lift
Many people who see an ad come back later by typing your address or searching for you, so the ad gets no credit. Ad-driven lift estimates the direct and organic visits your ads brought, day by day.
- Reads daily impressions from Google Ads, Meta, Microsoft Advertising and MNTN.
- Direct and organic visits from browsers that clicked an ad in the 30 days before are counted separately.
- For connected TV, the brand-search lift report compares branded searches during and after each TV flight with the weeks before.
- Branded searches come from Search Console and Google Ads, with Bing as a cross-check, and non-brand searches serve as a control, so a busy season isn't mistaken for TV.
Works with
Uses the accounts you already have.
Connect each account once and every service can use it.
Google Ads
Campaign, keyword and search-term performance, Local Services Ads leads, conversions sent back, and changes with your approval.
Meta Ads
Facebook and Instagram ad performance, audiences and pixels, with Conversions API sends from Attribution.
Microsoft Advertising
Bing and Microsoft ad performance, conversion goals and UET tags, with offline conversions sent back.
Google Data Manager
Customer Match audiences and offline conversions for Google Ads, through Google's Data Manager API.
CallRail
Calls, texts and form submissions, matched to the visit and campaign that started them.
RingCentral
Phone system call logs and analytics (RingEX), and contact center campaigns and leads (RingCX).
Shopify
The Metric Sensei app adds the tag and a Web Pixel for checkout, reads orders, products and customers, and matches customers to their visits.
HubSpot
Contacts, companies, deals, forms, marketing emails and campaigns, with won deals sent to the ad platforms.
Salesforce
Leads, opportunities, campaigns, reports and dashboards, with lead sources filled in and won deals sent to the ad platforms.
Blazeo chat
Chat leads from Blazeo (formerly ApexChat), as they happen.
Klaviyo
Email and SMS campaigns, flows, sign-up forms, lists, segments and their results.
WordPress
The Metric Sensei plugin adds the tag, saves form submissions with their source and connects the site.
See every integration.
Who uses it
Online stores
Sales, spend, email, support and shipping in one place, with every order traced to its source.
Lead generation and local services
Every form, call and chat traced to its campaign, with dashboards and AI on top.
Questions
Common questions
Which attribution models do you use?
Reports show first touch, last touch and the last marketing touch for every lead and sale, side by side, and the full list of touches is kept for each person, so you can see the whole path rather than trust one model.
Does it replace my ad platforms' own conversion tracking?
No. Keep the platforms' tags. Metric Sensei adds the leads, calls and offline sales they can't see, and sends them back to the platforms as conversions.
What about Safari and ad blockers?
Serve the tag from your own domain or through your own website (the WordPress plugin does this by itself), and browsers keep its ID like any other part of your site.
Do you store personal data?
Contact details are normalised and hashed in the visitor's browser. Only if you turn on contact lookup is one readable copy sent, encrypted with a key only our admin service can use, so your administrators can look a person up.