Understanding Attribution Sources
Attribution shows you exactly where your prospective families are finding you. Whether they discover your center through Facebook ads, Google search, or a referral, Enrollio tracks every touchpoint so you can invest your marketing dollars where they work best.
For example, if you're running both Facebook and Google ads, attribution tells you which platform brings in more tour bookings. This article walks you through how attribution works in Enrollio and where to find this data.
First vs. Latest Attribution
Enrollio tracks two types of attribution for every family:
First Attribution — The very first time a parent interacts with your Enrollio system. For example, when they fill out a tour request form on your enrollment site.
This never changes. It's your "how did you hear about us?" answer.
Latest Attribution — The most recent interaction before they took action. For example, if a parent first found you through organic search, then later clicked a Facebook ad and booked a tour, the latest attribution would be Facebook.
This updates each time they interact with your marketing.
Where to Find Attribution Data
You'll find attribution information on every family record:
- Go to Contacts
- Select any family record
- Look at the bottom right column under the Activity tab
You'll see both first and latest attribution displayed here.
[SCREENSHOT: Contact record screen showing the Activity tab with attribution data visible in the bottom right corner, highlighting both First Attribution and Latest Attribution fields]Types of Attribution Sources
Enrollio categorizes traffic into these sources:
Paid Search (Google Ads)
Parents who clicked your Google ads. To track Google ad performance properly, your ads must include these UTM parameters:
{YourEnrollmentPage.com}?utm_source=adwords&utm_medium={adname}&utm_campaign={campaignname}&utm_content={adgroupname}&utm_keyword={keyword}&utm_matchtype={matchtype}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}| Parameter | Key | Value | Example |
|---|---|---|---|
| UTM Source | utm_source | adwords | adwords |
| UTM Medium | utm_medium | {adname} | responsive_ad |
| UTM Campaign | utm_campaign | {campaignname} | fall_enrollment |
| UTM Content | utm_content | {adgroupname} | toddler_program |
| Campaign ID | campaign_id | {campaignid} | 123456789 |
Note: UTM parameters are case-sensitive.
Paid Social (Facebook & Instagram Ads)
Parents who clicked your Facebook or Instagram ads. Use these UTM parameters:
{YourEnrollmentPage.com}?utm_source=fb_ad&utm_medium={{adset.name}}&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}}| Parameter | Key | Value | Example |
|---|---|---|---|
| UTM Source | utm_source | fb_ad | fb_ad |
| UTM Medium | utm_medium | {{adset.name}} | parents_3_miles |
| UTM Campaign | utm_campaign | {{campaign.name}} | spring_tours |
| UTM Content | utm_content | {{ad.name}} | video_testimonial |
| Campaign ID | campaign_id | {{campaign.id}} | 987654321 |
Direct Traffic
Parents who typed your enrollment site URL directly into their browser or clicked a link without tracking parameters. These families already knew about your center—perhaps from a yard sign, word of mouth, or a business card.
Organic Search
Parents who found you through unpaid search results on Google, Bing, Yahoo, or DuckDuckGo. When you see "Unknown keywords (SSL)," it means the search engine encrypted the search terms for privacy.
Social Media
Parents who clicked links from your social media posts or profiles. This is organic social traffic—not paid ads. For example, when someone shares your Facebook post and their friend clicks through to your site.
Referrals
Parents who found you through another website linking to yours. This doesn't include search engines or social media. Examples: local parenting blogs, chamber of commerce websites, or partner organization sites.
Others
Families who contacted you through phone calls, text messages, emails, WhatsApp, or Facebook Messenger. When someone calls your center or texts your business number, Enrollio logs that as an "Others" attribution source.
CRM UI
Families you manually added to Enrollio. When your staff creates a contact record by hand—perhaps from a walk-in tour or phone call—it's tagged with this source.
Third-Party
Families added through integrations with external tools. This helps you identify which third-party systems are feeding prospects into your enrollment pipeline.
What Actions Record Attribution?
Attribution is captured when a parent completes one of these actions on your Enrollio pages:
- Submitting a form or survey
- Booking a tour through your calendar
- Submitting contact info through your chat widget
- Completing an order form (registration or deposit)
Important: Only Enrollio forms, surveys, calendars, chat widgets, and order forms capture attribution data. If you're using an external form tool, attribution won't be tracked.
[SCREENSHOT: Examples of Enrollio form submission, calendar booking widget, and chat widget showing where attribution is captured]How Attribution Source is Determined
Enrollio follows a set of rules to categorize where your traffic comes from. Here's how it works:
For Paid Search: The URL must contain utm_source=adwords to be categorized as Google Ads traffic.
For Paid Social: The URL must contain utm_source=fb_ad to be categorized as Facebook/Instagram ads.
For everything else: Enrollio analyzes the referring URL and visitor behavior to determine the most accurate source.
Setting Up Ad Reporting
To get the most from attribution tracking, connect your advertising accounts to Enrollio.
Facebook and Instagram Ads Setup
- Make sure all your Facebook and Instagram ad links include the UTM parameters shown above
- The parameters are case-sensitive—copy them exactly
- Test one ad with tracking first to confirm it's working
Once set up, you'll see which specific ads, ad sets, and campaigns drive tour bookings and enrollments.
Google Ads Setup
- Add the Google Ads UTM parameters to all your ad destination URLs
- Use the dynamic parameters (like {campaignname}) so tracking updates automatically
- Verify your tracking by clicking an ad and checking the URL includes all parameters
Troubleshooting Ad Reporting
Attribution shows "Direct" instead of your ads: Check that your UTM parameters are spelled correctly and match exactly (they're case-sensitive). Make sure utm_source=adwords for Google or utm_source=fb_ad for Facebook.
No attribution data appearing: Verify that families are submitting Enrollio forms, not external forms. Only Enrollio forms capture attribution.
Attribution changes between first and latest: This is normal. If a parent first found you organically, then clicked an ad later, both are tracked—giving you the full picture of their journey.