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Attribution is the backbone of WisePilot’s optimization system. It links every form submission back to the content and CTA that drove it, giving you clear visibility into what’s converting.

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How Attribution Works

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The Attribution ID (cr_attrib)

Every visitor gets a unique cr_attrib UUID when they arrive on your site. This ID follows them through the entire funnel:
  1. Page visit — The attribution script generates and stores cr_attrib in a cookie and localStorage
  2. CTA view — GTM fires a cta_view event with the cr_attrib
  3. CTA click — The script appends cr_attrib as a URL parameter on the CTA’s destination link
  4. Form submission — HighLevel captures cr_attrib from the URL via a hidden form field
  5. Webhook — HighLevel sends the form submission (including cr_attrib) back to WisePilot
  6. Join — WisePilot links the form submission to the original CTA click, content asset, and visitor session

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The Attribution Script

The script (attribution-tracker.js) runs on your website pages and handles:
  • Generating and persisting the cr_attrib cookie
  • Rewriting CTA links to append cr_attrib and UTM parameters (idempotent — won’t double-append)
  • Pushing the attribution ID to the GTM dataLayer
  • Handling HighLevel iframe forms

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What Gets Linked

Once attribution is working, WisePilot can tell you:
QuestionData Source
Which content asset did this lead see?page_path + asset_content_id
Which CTA did they click?cta_id + cta_position
Where did the form submission originate?cr_attrib link to CTA click
What was the conversion path?Full session: view → click → submit

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Privacy

Attribution operates with configurable privacy modes:
  • Strict (default) — Nulls referrer and click IDs immediately after join
  • Standard — Retains data with retention caps
  • Debug — Full data retention, auto-expires after 7 days
Configure privacy mode in your website settings.