🎥 Demystifying lead sources with self-attribution reporting (Chris Strom, ClearPivot)
“There's all these other reasons that people are finding your company that are not SEO related, but if you just say, ‘Well, they came from organic search; they came from SEO,’ you're totally wrong.” — Chris Strom, ClearPivot
That got my attention. ⬆️
Chris described up to 40% of web traffic as a “black box” – and he's spot on. Especially when it comes to direct traffic, there’s no way 40% of our visitors are hand-typing our URL into their web browsers.
But without better insights, we risk over-investing in channels that look like they drive all the traffic (looking at you, paid ads) while missing the actual drivers of high-intent leads.
So how do we figure out how our buyers actually found us?
Chris has opened up a wealth of insights through self attribution reporting.
By asking users how they found you – on a simple form – you unlock huge sources of influence that otherwise would go undetected.
In one case, ClearPivot discovered that 15-20% of a client’s leads were coming from local foot traffic. For another, they learned that their highest-volume lead sources also had the worst close rates – and what performed better instead.
Watch the interview + get the playbook to learn how ClearPivot:
- Identified the most overlooked lead source
- Discovered which sources actually convert to sales
- Partnered with Sales to set up and track lead sources
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