Marketing attribution reports

Use the Odoo CRM app to compile a marketing attribution report. This report helps analyze the source of leads and measure marketing’s overall impact on lead generation, attribution, conversion rate, and more.

Leads Analysis dashboard

Navigate to:

CRM → Reporting → Leads

This opens the Leads Analysis dashboard.

Notes

• If the Leads feature is enabled, reports can also be accessed via: CRM → Leads

• If the Leads feature is disabled, use: CRM → Sales → My Pipeline

Both dashboards support filtering and grouping required for attribution reporting.

Understanding the dashboard

By default:

• Graph view is enabled

• Filters applied:

  • Active or Inactive

  • Created on: current year

The chart shows:

• Leads generated per month

• Segmented by sales team

Switch to List View to see detailed grouped data.

Add UTM parameters

UTM (Urchin Tracking Module) parameters are used to track how visitors reach your website.

Odoo uses these parameters to build accurate marketing attribution reports.

Key UTM parameters

• Medium
  Broad channel (e.g. social, email, CPC)

• Source
  Specific platform (e.g. Google, Facebook, LinkedIn)

• Campaign
  Specific campaign name (e.g. Summer Sale, Black Friday)

Create UTMs

UTMs can be created using:

• Link Tracker in Odoo

• Email Marketing app

• Marketing Automation app

These tools automatically attach tracking data to links.

Create reports

Click the filter dropdown next to the search bar.

Filters

Filters narrow down results.

Examples:

• Active → shows ongoing leads

• Won → shows converted leads

Group By

Group By organizes data into meaningful segments.

You can apply multiple levels of grouping.

Example grouping order:

1. Medium

2. Source

3. Campaign

This creates a hierarchy: Medium → Source → Campaign

Example report setup

To build a useful attribution report:

1. Apply filter:

   • Active

2. Apply Group By (in this order):

   • Source

   • Country or City

Result

• Leads grouped by source

• Further segmented by location

Insights

• Identify top-performing marketing channels

• Understand geographic demand

• Optimize campaign targeting

Export reports

Option 1: Export as Excel (.xlsx)

1. Switch to List View

2. Click the Actions (gear icon)

3. Select Export All

Option 2: Export to Odoo Spreadsheet

1. Click Actions (gear icon)

2. Select Spreadsheet → Insert list in spreadsheet

3. Choose:

   • New spreadsheet OR existing file

4. Click Confirm

Best practices

• Always use UTM parameters in campaigns

• Use consistent naming for campaigns

• Combine filters + grouping for deeper insights

• Review reports regularly for optimization

Summary

Marketing attribution reports in Odoo help you:

• Track lead sources accurately

• Measure campaign effectiveness

• Improve conversion rates

• Make data-driven marketing decisions