About the client
Frontpoint sells home security direct to consumers, with sales driven across marketing and affiliate channels.
Attribution that could not connect leads back to the channels that produced them.
Frontpoint's lead attribution ran on an outdated system that could not reliably map incoming leads to the marketing and affiliate sources behind them. Without accurate attribution, the company could not see which channels actually drove sales, so budget decisions were made on incomplete information. Affiliates and partners were also locked to a small set of approved landing pages, because sending traffic anywhere else broke attribution.
An overhaul of the attribution system so leads mapped accurately to their originating marketing and affiliate sources. The rebuild included website automation that dynamically updated phone numbers based on a visitor's incoming source. That removed the long-standing constraint: with source-aware phone-number automation in place, partners could route traffic to any page on the site while attribution stayed accurate.
Results
Accurate attribution changed how Frontpoint invested. Spend decisions were now based on which sources genuinely produced sales, and the company reallocated budget with far better information, for a 3x sales result. Opening the full site to source-tracked traffic, rather than a handful of landing pages, also lifted conversion across the board.
Making budget decisions on attribution you cannot trust?
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