Customer Journey Attribution · Entrepreneur Experience Hub

Customer Journey Attribution

For years I’ve been building and refining our customer journey tracking using spreadsheets. It started simple, but over time it has become far more sophisticated. Even so, I still feel like I haven’t fully dialed it in.

Today, I have a full-time VA whose primary role is pulling data from our CRM, matching it with CallRail data when appropriate, and entering everything into spreadsheets for tracking and analysis. We use CallRail to track phone numbers tied to specific marketing platforms and campaigns.

During initial conversations, our office staff is trained to ask every new lead where they found us. A large percentage simply say “online.” When AI answers the phone and captures the lead, the answer is often the same. Realistically, we don’t push too hard for a more detailed answer because, in the customer’s mind, that first interaction is about solving their problem, not helping us with attribution tracking.

We also receive a lot of website form submissions, which at least tells us they reached our site. But what actually brought them there? Organic search? A Google Ad? A review site? Social media? Direct traffic?

I’ve considered creating separate landing pages for different campaigns and platforms, but then I start wondering how much that impacts SEO and the overall strength of the main website.

In the end, all of these marketing channels and attribution methods get consolidated into a series of spreadsheets and an Executive Dashboard that tracks metrics like:

LTGP:CAC
LTV:CAC
CAC for recurring customers
CAC for one-time customers
Blended CAC
And several other operational and marketing ratios

I’ll admit, I geek out on this stuff.

I’d be interested to hear how others are handling attribution tracking, customer journey mapping, and marketing analytics in service businesses. What systems or processes have worked well for you?

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