Understand Your Attribution Metrics

Once your attribution data starts flowing, you’ll be able to analyze it in two main areas inside the Patagon AI platform.

1. Lead Table (Individual Data)

This view is ideal for seeing the specific origin of a single conversation.

• How to find it

  • Go to the Lead Table in your dashboard.

  • Click on the desired lead to open the detailed profile.

  • Select the “Attribution” tab.

• What you’ll see

  • You’ll be able to view all UTM parameters, click IDs, and referral data associated with that user — giving you a granular view of how they arrived at your WhatsApp agent..

2. Attribution Dashboard (Aggregated Data)

This dashboard provides an aggregated, high-level view of channel performance. It helps you understand which marketing efforts are generating the best results.

Here, you can analyze your traffic sources to:

• Identify which channels generate more conversations

• Evaluate the quality of those interactions

• Measure conversion rates per channel

Understanding the UTM Hierarchy

The Attribution Dashboard organizes your data according to the universal UTM structure, ensuring consistency and comparability.

The hierarchy follows this order (from broadest to most specific):

Level	Parameter	Example
1	utm_source	google, meta, newsletter
2	utm_medium	cpc, organic, email
3	utm_campaign	liquidacao_verao, brand_awareness
4	utm_content	video_ad, footer_link
5	utm_term	ai_chatbot, ad_id_123

💡 How We Handle Edge Cases (Automatic Processing)

To keep your data clean and organized, even when not all UTM parameters are available, Patagon AI automatically fills in some fields based on the detected source.

If users come from Click-to-WhatsApp (C2W) ads:

utm_source = meta
utm_medium = cpc
utm_campaign = ctwa_campaign_unknown
utm_content = ctwa_adset_unknown
utm_term = [Ad ID]

Note: The utm_term field is automatically filled with the specific Meta Ad ID. Currently, utm_campaign and utm_content appear as unknown, because the integration with Meta’s Insights API is not yet available.

As soon as this integration is enabled, you’ll be able to see the actual campaign and ad set names directly in the Attribution Dashboard.

If users come with a gclid, but no UTMs:

utm_source = google
utm_medium = cpc
utm_campaign = gclid_only

If users come with an fbclid, but no UTMs:

utm_source = meta
utm_medium = organic
utm_campaign = fbclid_only

If users come without UTMs, gclid or fbclid:

utm_source = organic

Note: At this time, we do not yet differentiate advanced organic traffic (e.g., Google vs. Bing). All unidentified traffic is grouped under the organic source.

Landing Page Performance

Within the Attribution Dashboard, you’ll also find a report dedicated to Landing Page Performance. This report shows which of your website pages are most effective at generating high-quality conversations.

For each landing page, you can see:

• The number of conversations started

• The quality of those conversations

• The conversion rate for that specific page

This helps you identify: Which pages attract more qualified leads and which pages can be optimized to improve results

How to Install the Script ?