How To Achieve 98.5% Attribution Accuracy From Your Lead Data

The Two-Form Strategy: Standard Contact vs. High-Intent Booking

We don't just slap a generic contact form on every page and call it a day. We implement a strategic two-form approach:

Form #1: Standard Contact Form 

We create custom forms either through the CRM (which we embed on the website through an iframe) and/or we create a custom form that links to the CRM via API. 

This main contact form, normally on a contact page, is for general inquiries and questions.

Form #2: Multi-Step Consultation Booking Form 

Our multi-step custom form is specifically created for "Booking a Consultation" (or similar high-intent action). 

Why? Because it's more engaging and gives us the ability to:

• Increase friction to filter for higher-intent leads and remove time wasters

• Double down on our USPs (Unique Value Propositions)

• Display reviews and testimonials throughout the form

• Create a more professional and established sign-up process

• Increase trust on the site through progressive engagement

The multi-step format naturally qualifies leads better while improving conversion rates through commitment and consistency principles.

Why Eliminate Email as a Primary Contact Method?

Instead of having email listed on the site, we only have the phone number and contact forms as point of contact methods.

The reason: Email submissions are impossible to track accurately. Someone can land on your website from a Google Ad, leave, and email you three days later from a referral. 

There's no way to attribute that to the right source. 

By eliminating email as a contact method and only using trackable channels like calls and forms, every conversion feeds directly into our CRM with full attribution data attached – no guesswork, just clean data.

Strategic Phone Number Setup for Maximum Tracking

We buy tracking numbers directly in the CRM, which then forward to the client's actual business line. But we don't just buy one number – we implement a strategic multi-number approach.

Our Phone Number Strategy:

1. Local Area Code Number

We always get a number with a specific area code because this is very important for Local Ranking Factors. 

If it's a Seattle business, we get a phone number with area code 206. This helps with local SEO while building trust with local customers.

2. Campaign-Specific Numbers with JavaScript Switching 

We set up dedicated tracking numbers for specific campaigns and use custom JavaScript to dynamically swap phone numbers based on where the visitor came from.

Here's how it works: 

When someone clicks a Google Ad and lands on your website, our JavaScript reads their cookies and automatically displays the Google Ads tracking number. If they leave and come back organically later, their cookie keeps the ads number displayed – ensuring proper attribution to the original source.

This means we don't need multiple versions of the same page or duplicated navigation menus. One website, multiple tracking numbers, perfect attribution.

Campaign-Level Form Attribution: The Secret Sauce

So how do we track attribution across different forms? That's easy.

We set up custom forms for each specific campaign. If it's a Google Ads form, we set up that specific form on the ads landing page. If it's for organic traffic, that form lives on the main website contact page.

With CRM automations, we can tag and trigger each form based on campaigns. 

This means:

• Form A submission = Auto-tagged "Google Ads - Service Page"

• Form B submission = Auto-tagged "Organic - Contact Page"

• Form C submission = Auto-tagged "Facebook Ads - Lead Magnet"

Every lead that comes in is automatically categorized by source, campaign, and intent level – no manual work required.

Automated Reporting: See Exactly What's Working

Lastly, in terms of reporting on these marketing efforts, we create custom views within the CRM with a clean filtering system for:

• Calls

• Form submissions

• Campaign-level performance

Here's why this matters: If we have a total of 50 form submissions, but 20 came from Google Ads, we can separate that into a custom view to make reporting automated, instead of manually going through all leads and trying to figure out where they came from.

This means we can instantly answer questions like:

• "How many leads did Google Ads generate this month?"

• "What's our cost per lead by channel?"

• "Which campaign has the highest consultation booking rate?"

All without touching a spreadsheet.

Why Go High Level (or Similar CRM) Is The Solution

That's why an effective CRM system like Go High Level is the solution for performance marketing agencies. 

It combines:

• Form builders with API integrations

• Call tracking with campaign-level attribution

• Automation for tagging and routing leads

• Custom reporting views for client dashboards

• All-in-one platform

More on CRM selection and setup coming in future content, but this is mainly what we do when setting up attribution tracking for our clients.