Module 05: Attribution and Reporting — AI Mobile Ads

Attribution tells you which ad touches led to which outcomes — form fills, demo bookings, sequence replies. This module covers platform-level attribution and how to reconcile with your CRM.

Attribution models

Last-touch — 100% credit to the last ad the person interacted with before converting. Default in most ad platforms.
First-touch — 100% credit to the first ad they saw. Shows which campaigns introduced prospects to you.
Linear — equal credit across all touchpoints. Best for understanding the full journey.

The platform uses last-touch attribution for reporting. Compare this against your CRM pipeline data (which may show a different attribution model) to get a full picture.

Conversion tracking setup

Install the Meta Pixel and/or TikTok Pixel on your microsite / landing page
Configure conversion events: Form Submit, Demo Booked, Page View
In the platform: Mobile Ads → Attribution → Map Events. Map each Pixel event to a platform-tracked outcome.

Reporting dashboard

Mobile Ads → Reporting shows: Impressions, Reach, Clicks, CTR (click-through rate), CPM (cost per 1,000 impressions), CPC (cost per click), Conversions, CPA (cost per acquisition), ROAS (for e-commerce).

Pipeline attribution in CRM

The platform pushes a UTM parameter to every ad URL: utm_source=lgai-mobileads&utm_campaign=[campaign_name]. Map this UTM in HubSpot/Salesforce to attribute CRM deals back to Mobile Ads campaigns.

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