SureConnect captures UTM parameters from web sessions and ties them to inbound calls. This lets you see exactly which ad campaign, keyword, and traffic source drove each call.
Tracked parameters
| Parameter | Purpose | Example |
|---|---|---|
utm_source | Traffic source | google, facebook, bing |
utm_medium | Marketing medium | cpc, social, email |
utm_campaign | Campaign name | final-expense-q1 |
gclid | Google Ads click ID | (Auto-generated by Google) |
fbclid | Facebook click ID | (Auto-generated by Meta) |
_fbc / _fbp | Facebook browser cookies | (Set by Meta Pixel) |
How it works
- A visitor clicks your ad and lands on your website with UTM parameters in the URL.
- Your website captures these parameters and stores them in a visitor session.
- When the visitor calls (via DNI or a static tracking number), SureConnect links the call to the session.
- The UTM data appears on the call record in the Calls and Analytics pages.
Attribution models
SureConnect supports four attribution models for assigning credit across multiple sessions:
- Last Touch — 100% credit to the last session before the call.
- First Touch — 100% credit to the first session in the journey.
- Linear — Equal credit across all sessions.
- Time Decay — More credit to sessions closer to the call (7-day half-life).
Set the attribution model per campaign in the campaign settings.
Use Last Touch attribution when you want to know which ad or keyword directly drove the call. Use First Touch when you want to know which channel introduced the prospect to your brand.