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# Marketing attribution reports

Use the Odoo CRM app to compile a marketing attribution report, which analyzes the source of leads and measures marketing’s impact on lead generation, attribution, and win rates.


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