Lead attribution software
Every lead knows where it came from.
Most stacks lose the source somewhere between the click and the CRM. Modus writes the ad, campaign and network onto the lead at first touch — across Meta, Google and ChatGPT Ads — and keeps it there through qualification to the order, so your channel report is built on closed revenue, not form fills.
- First-touch ad, campaign and network on every lead
- One attribution engine across Meta, Google and ChatGPT Ads
- Channel performance measured on closed orders, not conversions
Today
What it looks like right now.
Leads arrive in the CRM with "WhatsApp" or "website" as the source and nothing more.
Each ad network reports its own conversions, and none of them agree or mean a sale.
UTM tags fall off at the first redirect, so paid and organic blur together.
Nobody can say which campaign actually paid for itself this quarter.
Where the money went
The channel report changes when it is built on orders.
Three campaigns across three networks, the conversions each platform claims, and the cost per paying customer Modus computes from the same lead-and-order data. Figures are illustrative.
How the attribution worksAd campaign performance
Ad
Ad platform sees
Modus sees
Meta · broad prospecting
Image · broad
₹33 / chat
“Cheapest conversion”
220
chats
11
qual.
1
orders
₹1.3L
revenue
Google · exact match
Search · exact match
₹140 / chat
“Mid volume”
80
chats
27
qual.
5
orders
₹7.1L
revenue
ChatGPT · high-intent prompt
ChatGPT Ads · narrow
₹205 / chat
“Fewest conversions”
40
chats
24
qual.
6
orders
₹8.6L
revenue
The cheapest conversion produced the worst customer. That only shows once every lead is tied to its order.
The agent
What it does on every enquiry.
First-touch capture
The ad id and its network are written to the contact from the landing URL or the first message — one branch, never a half-tagged lead.
One engine, three networks
Meta, Google and ChatGPT Ads spend all join to the same conversation → lead → order spine, so the numbers reconcile.
Source survives the pipeline
Qualification, scoring, dedupe and the stage moves all preserve the original source — a resolved duplicate never loses its ad.
Revenue-based channel report
Every campaign is ranked on cost per paying customer and ROAS, not on whichever vanity metric its network exposes.
In practice
How it runs.
- 01
Connect your ad accounts
Meta, Google Ads and OpenAI Ads, each read-only, plus a tracking template where the network needs one.
- 02
Leads are tagged at first touch
The ad, campaign and network land on the contact before the agent says a word.
- 03
Orders attribute back
Closed revenue rolls up to the exact ad that produced the lead — across all three networks in one table.
Questions we get asked
Is this multi-touch attribution?
It is first-touch: the ad and network that produced the lead are credited with the order. That is deliberate and consistent — no touch is double-counted, and the number is stable enough to move a budget on. Multi-touch credit is on the roadmap, not in the product today.
Which channels does it cover?
Meta (Facebook and Instagram), Google Ads (search and shopping) and OpenAI (ChatGPT) Ads, all through one attribution engine so the channel comparison is honest. Website and WhatsApp leads without an ad keep their organic source.
Does it replace Google Analytics?
No. GA measures sessions; Modus measures leads and the revenue they became. They answer different questions — Modus is the one that can say "this campaign cost ₹5,000 per customer".
What about leads that come in without any ad?
They are still captured, with the real source recorded — website chat, WhatsApp link, referral. Attribution just means the ones from ads keep their ad; it does not invent a source for the ones without.
Stop guessing which enquiries were worth it.
One agent works every lead on your own number and your website — and every deal it closes is traced back to what produced it. We handle the setup.