Enquiry attribution data

Overview

Digital attribution tells you how an enquiry reached you — automatically and accurately. Rather than relying solely on a family answering "how did you hear about us?", Found can now capture two complementary pieces of information on the same enquiry:

• Digital attribution — automatically derived from tracking signals embedded in the URL (such as Google click IDs, UTM parameters, or marketplace integrations). This tells you the true digital origin of the enquiry: which platform, channel, and campaign drove it.

• Self-reported attribution — recorded by your team or submitted by the family directly, such as "word of mouth" or "local event". This reflects how the family describes finding you.

Both can now be stored on the same enquiry. You no longer have to choose one or the other — digital data is never overwritten when your team records a self-reported source.

Where to find enquiry attribution

Attribution is recorded against individual enquiry records. To view it:

1. From the main navigation, go to Enquiries and open the relevant enquiry record.

2. Select the Attribution tab from the enquiry navigation.

3. You will see a table listing every activity (contact point) recorded against the enquiry. Each row shows:

4. Click any row to expand it and reveal the underlying tracking detail — UTM source, UTM medium, UTM campaign, UTM term, UTM content, and any click IDs (gclid, fbclid, msclkid).

Rows are labelled Original source (the first activity on the enquiry) or Additional source (any subsequent activities).

The different attribution types

Digital attribution

Digital attribution is set automatically — your team does not need to enter it. Found derives it from tracking signals captured when the enquiry was submitted:

Click IDs — the most precise signal. Captured automatically when present in the enquiry URL:

• gclid — Google Ads click ID, maps to Google Paid Search

• fbclid — Facebook/Meta click ID, maps to Facebook Paid Social

• msclkid — Microsoft Advertising click ID, maps to Microsoft Bing Paid Search

UTM parameters — standard marketing tracking tags appended to URLs:

• utm_source — the platform (e.g. google, facebook, carehome.co.uk)

• utm_medium — the channel type (e.g. cpc, organic, paid-social)

• utm_campaign — the specific campaign name

• utm_term — the search term (paid search)

• utm_content — the ad variant

Marketplace integrations — enquiries received via Autumna, Carehome.co.uk, Homecare.co.uk, or Lottie are automatically tagged as marketplace sources without needing UTM parameters.

Every digital attribution is expressed as a channel → subchannel → source hierarchy. For example: Paid → Paid Search → Google.

Self-reported attribution

Self-reported attribution is what a family tells you — or what your team records — about how they found you. It is selected from a predefined list of sources grouped into categories:

• Marketplace — e.g. Carehome.co.uk, Autumna, Lottie

• Search engine — e.g. Google, Bing

• Social media — e.g. Facebook, Instagram, LinkedIn

• Care regulator websites — e.g. CQC

• Offline marketing — e.g. print, brochure, broadcast

• Community event — e.g. open day, trade show

• Referral / recommendation — e.g. word of mouth, GP referral, professional referral

• Previous customer

• Other

Your workspace admin can enable or disable specific sources for your organisation via Settings → Attribution sources.

Contact method

Each activity also records how the family made contact — separate from where they came from:

• Phone call

• Email

• Contact form

• Live chat

• Viewing request

• Walk-in

• Shortlist referral

• Voicemail

• And others

Editing attribution

Where enabled, your team can edit attribution on an activity using the pencil icon on the right-hand side of the attribution table. The edit panel allows you to update:

• Date and time of the activity

• Method of contact

• Self-reported source (how did you hear about us?)

The digital attribution field is shown in the panel as read-only — it is derived automatically from tracking data and cannot be manually overridden.

Your existing data

Historical enquiries are being migrated automatically — no action is needed from your team. Where full tracking data was not available, sensible assumptions have been applied (for example, an enquiry previously recorded as "Google" will be mapped to Google Organic).

Improving attribution accuracy

If you want more precise digital attribution — particularly for paid campaigns — ensure UTM parameters or Google click IDs (gclids) are being passed through your enquiry forms. Contact your Found account team for help with this.

New attribution reports (coming soon) will let you drill from channel → subchannel → source → referring individual.