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Understanding Lead Attribution Within Your Carrot Account

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In the digital marketing world, lead attribution is how you decide which source gets credit for delivering the lead to your Carrot website.

A simple example would look like this. A user Google’s “Sell my house fast” and your website pop-ups. They click the Google search result and fill out the form on your website. In your Carrot dashboard, the lead would have the Google Organic lead attribution.

But sometimes a user takes a lot of different actions to get to your website and attribution can be confusing.

In this post, we will help you understand the traffic sources you see in your Carrot account.

The first thing to understand is that your dashboard data is coming from Google Analytics. As an investor or agent you undoubtedly use Google to run your business (through SEO and PPC) so it makes sense to get your data from these providers.

The second thing to understand is Carrot uses “last click” attribution. This means we report the last click someone took to convert as the lead source. If a visitor saw your Facebook ad and clicked on your site and then 3 days later did a Google search and found your site, Google SEO would get credit for the conversion.

What are the most common traffic sources?

When you look at our data page you will see the following categories.

  • Direct
  • Organic
  • Referral
  • Paid

What goes into each traffic source?

  • Direct – these are visitors who come straight to your website. It could be from saving your website in their bookmarks, Craigslist traffic often shows up here, or if Google Analytics has a tough time understanding the traffic source it defaults to direct.
  • Organic – these are visitors who use a search engine (Google, Yahoo, Bing, etc) to find your site.
  • Referral – these are visitors who come from another website. This could be a business directory, a link from a forum, a link from another blog or any source that refers the traffic to your Carrot website.
  • Paid – these are visitors who come from a paid ad. Google can tell if it’s a PPC click vs an SEO click because each PPC ad has a gclid id. This is a unique number to send data back and forth from Adwords to Analytics.

Want more control over your tracking

A while ago, Carrot implemented Campaign Tracking links in your Carrot account.

This allows you to specify which lead source, campaign, and specific link someone clicked on to convert from a visitor to a lead on your Carrot site.

I use these whenever I run Facebook ads and have them in my email signature so I know how many clicks and conversions I am getting.

When you use this feature you will see results like this in your lead dashboard.

Wrapping It Up

Lead attribution can be complex and you will never have 100% full control over it. Things happen on the web like broken links, services dropping UTM data, and all sorts of other hard to explain things.

But you don’t have to worry about all of that because Carrot takes care of most of it for you. We are constantly finding ways to improve our member’s data and sharing it publically like we do quarterly here.

We take Google Analytics reports on where visitors and leads are coming from and report them to your dashboard so you don’t have to spend time learning another marketing skill (using Google Analytics).

Have questions about lead attribution? Hit us up or leave a comment.


I love to organize and optimize. I love the intersection of people, process, and profit.

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