Overview
The Integrous system creates an Activation Engagement for every new Lead and Contact added to the system. This article explains the Attribution logic it uses to populate these records.
When This Logic Runs
Lead Creation
Contact Creation (except from Lead conversion)
Contacts created from Lead conversion don't need this logic because they inherit attribution from the converted Lead. During the conversion process, the system automatically associates all the Lead’s Engagements with the Contact as well.
Key Concepts
The system uses a hierarchical approach to ensure every Lead and Contact receives the most meaningful attribution data available at the time.
Fallback Logic
The data in the Lead/Contact ‘Processing’ fields (e.g., for web form submissions or list uploads) is typically the most detailed, so it is prioritized. If the ‘Processing’ fields are blank, the system falls back to using Lead Source (e.g., for manually created Leads/Contacts). If both are blank, it falls back to a text value “lead/Contact created without…” for troubleshooting purposes. Each field is evaluated independently to ensure we capture the best information we have for each field.
First-Click vs. Last-Click
When the system only finds values in the FC or LC ‘Processing’ fields, it populates both the FC and LC RAW fields with those values. This is particularly useful for interactions like:
Offline events (tradeshows, dinners)
List uploads like Content Syndication or Paid Webinar
Anything else where first-click and last-click are irrelevant
Thus, list uploads can either use FC or LC fields, and the system will record the values in both.
Logic Diagram
The diagram below shows the logic flow for populating attribution fields on Activation Engagements created from NEW Leads/Contacts per above:
