Attribution helps you understand which marketing sources actually drove a lead or booked job - so you know what’s working, what’s not, and where to spend your budget.
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This guide explains how Chariot tracks attribution, what is and isn’t included, and how this data appears in your dashboard.

Attribution is the process of connecting a customer action (a website lead, a phone call, or a booked job) back to the marketing source that caused it.

The good news: Chariot’s Ads & Marketing Platform tracks attribution automatically with no work for you, including attributing jobs that come into Chariot via your website or via a phone call (when you enter the lead into Chariot).

Please note that for marketing attributions in Chariot to work:

If someone clicks:

…and then submit a form on your website (note: this works for the Chariot forms AND for any other lead form on your site) → the lead/job in Chariot will be attributed to that click.
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Local Service Ads work by providing the customer with a dynamically generated phone number to call. Chariot will have access to data on the customer phone number that called in via the LSA, and can map that to the corresponding phone number for a job in Chariot – allowing us to attribute jobs to the LSA calls.

Call extensions from search ads – the call buttons that you see on search ads on mobile devices, work the same way.
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If you use Google’s Dynamic Number Insertion (DNI) for ads, Google will dynamically change the phone number for your business that the customer sees on your website, so that when you receive a call, the lead can be tracked back to the ad click that led the customer to your site.

By having DNI enabled, Chariot can then attribute jobs to ads if the customer clicks on an ad → goes to your website → calls you.

Examples:

These calls still happen — they just won’t have a marketing source attached. Note that if you have a service like CallRail or CallTrackingMetrics, these tools can help you attribute some calls outside of normal ads (since they’ll dynamically change your phone number for all customers, not just the ones that come from ads). You could combine the tracking from these tools with Chariot’s attribution capture ~100% of your attributions.

If Dynamic Number Insertion isn't active, Chariot can’t identify which ad the call came from. The attribution won’t be tracked, and Chariot may understate campaign’s Return on Ad Spend (ROAS) as a result.

If the customer submits information in a place other than your website (e.g., Angi, Yelp, Facebook Messenger, thumbtack, a manually entered lead), Chariot cannot track how that customer found you.

Additionally, if your website encourages customers to submit leads outside of a form or phone calls, Chariot may miss those leads. For example, if you put a texting number on your website, Chariot has no way to know if a customer who texts you from outside your website is attributed to an ad.

Some ad blockers will prevent our services from accessing the data needed for attribution.

On the "Transactions" sub-tab, Chariot’s will show you all booked jobs that it can attribute to a tracked source, whether paid (ads) or organic.

On the “Campaigns” tab, you can see a breakdown of spend, booked jobs, and revenue from all jobs attributed to your ads.

On the “Channels” tab, you can see a breakdown of tracked revenue by attributed source.

This allows you to clearly see which channels and campaigns are generating profitable moves — and which ones are wasting budget.

What happens if a customer sees one of my ads, then comes back to my website later (directly/ organically) and converts to a job?

→ The ad attribution takes priority – we attribute the job to the ad as long as the click / call happened within 90 days of the booking date.

What if a customer clicks on one of my ads (e.g., a Google Search ad), and then converts to a lead after clicking on another ad (e.g., a Facebook ad)?

→ The more recent ad / interaction takes priority. So the attribution in this example will go to the Facebook ad.

What if a customer comes to my site via an attributable organic search (like clicking on my google search result) and then converts to a lead after visiting my site directly in the future?

→ Our system prioritizes attributable sources. So in that case, the lead/ job will be attributed to organic search.