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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 — The script detects when a CTA enters the viewport (50% visible) and records a cta_view event
  3. CTA click — The script captures clicks on CTA elements and records a cta_click event
  4. Link rewrite — The script appends cr_attrib as a URL parameter on the CTA’s destination link
  5. Form submission — HighLevel captures cr_attrib from the URL or injected hidden field
  6. Webhook — HighLevel sends the form submission (including cr_attrib) back to WisePilot
  7. 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 v3.0) is bundled in the WisePilot WordPress plugin and handles:
  • Generating and persisting the cr_attrib cookie (90-day expiry)
  • Rewriting CTA links to append cr_attrib and UTM parameters (idempotent)
  • Tracking CTA views via IntersectionObserver (50% visibility threshold, fires once per element)
  • Tracking CTA clicks via event delegation (capture phase)
  • Posting events directly to the WisePilot API via navigator.sendBeacon() with fetch() fallback
  • Batching view events (1-second debounce, up to 50 per batch)
  • Flushing events on page unload (visibilitychange / pagehide)
  • Injecting cr_attrib into GHL inline forms and iframe forms
  • Firing GA4 custom events (cta_view, cta_click) if window.gtag is available

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Event Delivery

Events are posted directly to POST /api/integrations/cr/events — no GTM middleman. The request is authenticated by a per-site tracking_token (auto-generated when you download the plugin). 
Plugin JS -> sendBeacon/fetch -> /api/integrations/cr/events -> tracking_events table
Events are rate-limited (100 requests/min per website) and deduplicated by source_event_id.

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GA4 Dual-Write

If GA4 is installed on your site (i.e., window.gtag exists), the attribution script automatically fires cta_view and cta_click as GA4 custom events. No configuration needed — if gtag is on the page, events fire. You’ll see them in GA4 DebugView and reports.

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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 resolution
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
Did they book?GHL contact -> conversation -> appointment

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The Full Funnel

The attribution funnel joins data from multiple sources: 
GSC Impressions -> GSC Clicks -> GA4 Page Views -> CTA Views -> CTA Clicks -> Form Fills -> Contacts -> Conversations -> Bookings
     (GSC)          (GSC)         (GA4)           (plugin)     (plugin)      (GHL wh)      (GHL sync)  (GHL sync)      (GHL sync)
View this funnel on the CTA Performance report.

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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.