Hey guys! Quick question - we recently implemented the HubSpot chatbot on our page and got a few demo bookings. However, facing issues with attribution as the PPC team is claiming all of them. What are the best practices? Is the chatbot a source we can consider for attribution? Any insight will be helpful, thank you!

from an attribution perspective chatbot can never claim attribution, you can at best track its impact

@Niranjan Bala it can if you have a contact creation as a part of it. (Mapping steps to properties). You can then track the contact level source and campaign

channel through traffic acquirer hi hoga na?

agree with niranjan, chatbot is not a source, neither it is a medium. chatbot can be counted as a form type. eg source = google medium= paid lp url = abc.com lead type = request demo form type = chat

Ah yes I thought we are talking about traffic source

Ahh got it! Thank you for clarifying @Niranjan Bala @Aniruddh Jain A follow-up question would be that if someone came from ppc about 3 months ago, and after that nurture campaigns and ads were run, post which they finally filled the demo form, again through chat. Then, in this case, demand gen should get the attribution right?

@Charvi Garg the answer depends on how you have aligned about the attribution model. Is it proportionally distributed across different touch points, OR first touch or last touch. Without a team alignment on attribution model, these fights/territory defending will be part of the course.

@Charvi Garg the way we used to solve it is by identifying the discrete definitions of first touchpoint. so the way it works is you work backwards from the form fill date. Lets say the form fill date is 1st June 2024. You can meet internally and define how far back you wish to attribute the first touchpoint. Would it be 1 month, 3 months or 6 months. And then within that period you take the first touchpoint no matter which source/medium. Then if the paid touchpoint happened on 28th Feb 2024 and the organic touchpoint happened on 1st March 2024, you would take the first touchpoint as organic. Following this activity, the second part is finalizing your attribution model as @Tej suggested. You can use time-decay, first touch, last touch, u-shaped etc, there are multiple models one of which may work well for you. your data would look something like this: touchpoint 1: ft_url: ft_timestamp: ft_source: ft_medium: touchpoint 2: lt_url: lt_timestamp: lt_source: lt_medium: .... touchpoint n (last touchpoint): lt_url: lt_timestamp: lt_source: lt_medium: lt_leadtype: lt_formtype:

Thank you so much @Tej and @Aniruddh Jain This is extremely helpful and insightful! 🙏🙏