Lead Attribution

How attribution works

Scoor's attribution engine connects Facebook campaigns to leads and closed deals. When a lead arrives with campaign metadata (via UTM parameters or GHL custom fields), Scoor stores the campaign ID on the lead record. As leads move through your pipeline to "Closed Won", the attribution report updates in real time.

This answers the question your media buyer should be asking every week: "Which campaigns are generating revenue, not just leads?"

UTM setup

Add UTM parameters to your Facebook ad destination URLs using Facebook's dynamic variables. These are filled in automatically at the ad level — no manual work per creative.

https://yourfunnel.com/page
  ?utm_source=facebook
  &utm_medium=paid
  &utm_campaign={{campaign.name}}
  &utm_content={{ad.name}}
  &utm_term={{adset.name}}

When a lead submits your form, these values are captured and passed to Scoor — either via the MailGuard widget automatically, or via your GHL webhook payload.

GHL field mapping

If you're using GoHighLevel, make sure your GHL form captures UTM fields and includes them in the webhook payload to Scoor. Create custom fields in GHL named:

• utm_source
• utm_campaign
• utm_content
• utm_term

Scoor maps these automatically when they appear in the webhook payload. See GHL Integration for full field mapping details.

Reading reports

Go to Metaboard → Attribution. The report shows per-campaign: