Attribution report
See which channel your patients come from, how first and latest attribution differ, and how UTM tracking works.
4 min read
The Attribution Report shows where each lead came from and which sources turn into appointments, sales and revenue. In medical tourism, the same patient often sees an Instagram ad, then searches for the clinic on Google, and finally sends a WhatsApp message. This report is the foundation for putting your budget into the channels that really bring patients.
How does a lead get a source?
When a person enters the CRM for the first time, MedicalGrow records the source of that session. Sources are captured at these entry points: website forms and surveys, calendar bookings, Facebook lead forms, the web chat widget and inbound calls.
Two records are kept for each contact:
| Field | Meaning |
|---|---|
| First Attribution | The source of the person's very first interaction with you. It never changes. |
| Latest Attribution | The source of the most recent recorded interaction. It updates with every new interaction. |
Sources are grouped as follows (Session source):
| Source | What it means |
|---|---|
| Paid Social | Paid social ads such as Facebook, Instagram or TikTok (UTM parameters required). |
| Paid Search | Paid search ads such as Google Ads. |
| Organic Search | Unpaid results from Google, Bing and other search engines. |
| Social Media | Unpaid posts and shares on social platforms. |
| Referrals | Other websites linking to you. |
| Direct traffic | Visits with no identifiable source, e.g. the address typed in directly. |
| Others | Records that started with an inbound call, SMS, email, WhatsApp or Facebook message. |
| CRM UI | Contacts created manually by your team in the CRM. |
| Third Party | Records created through external integrations. |
You can also see the source on a contact record: open the contact and look at the First Attribution / Latest Attribution cards in the Activity area.
Reading the report
- Choose the First Attribution or Latest Attribution view. Use first attribution to measure new patient acquisition.
- In the drop-down, pick Source Report (by source) or Conversion Report (by conversion point: form, calendar, call and so on).
- Set the date range in the top-right corner.
Click a source in the table to see the breakdown by campaign, ad and UTM. That shows you which campaign under "Paid Social" is actually producing revenue.
UTMs: carrying campaign information
UTM parameters are tags added to the end of an ad link (utm_source, utm_medium, utm_campaign, utm_content). MedicalGrow reads them to link a lead to the right campaign.
- For Facebook ads, set up URL parameters as described in the Facebook Ads report article.
- In Google Ads, keep auto-tagging switched on: Google Ads integration.
- Add UTMs to the links in your Instagram bio, your Google Business Profile and your email signature too. Example:
?utm_source=instagram&utm_medium=bio.
Heads up
Give campaigns, ad sets and ads unique names, and do not rename them once they are live. If a name changes, old and new data no longer match.
What to check
- If "Direct traffic" or "Others" is very high, your links are missing UTMs. Check your highest-traffic links one by one.
- If "CRM UI" is high, your team is entering leads by hand. You lose the real source of those leads; use forms and integrations instead. For manual entries, record the source in a custom field.
- If the Won and revenue columns are empty, the team is not marking opportunities as won or not entering a value.
Example
Emma de Vries, a hair transplant patient from the Netherlands, fills in a form from a TikTok ad (first source: Paid Social). Two weeks later she searches for your clinic on Google and taps the WhatsApp button (latest source: Others). When she pays, the first attribution view credits the sale to the TikTok campaign. Use first attribution for budget decisions; latest attribution shows the last touchpoint that pushed the patient to decide.
Troubleshooting
Facebook leads appear under a source other than "Paid Social". The ad may be missing its URL parameters. For lead forms, check that the integration is connected to the right page: Facebook lead forms.
Imported contacts have no source. Imported records carry no session information. Keep the source in a custom field.
Related articles
Didn't solve your problem?
Ask the assistant or message our support team.