Budget attribution by source - how to do it and why it's awesome!

Do you know how I’ve been raving about the future (the VERY near future) where we will be combing the new REW CRM “Sources” with the new REW Deals in order to accurately report on end-to-end marketing right down to the ROI level?

Well if you don’t… then ASK! (It’s so friggin epic!)

In this post I want to cover off how to log marketing expenses against sources (including retroactively) so that your leads are properly tagged with their appropriate cost per lead and spend.

Let’s dive in shall we? Here it is step by step (using https://www.carlycarey.com actual Google PPC account for the last 30 days)

First - you need to know your spend (I recommend doing this monthly on the 1st of each month, but for this demo I was lazy and just clicked the “last 30 days” button)

If you manage your own Google adwords, your overview screen should look something like this:

(If you use REW for PPC, then we can even do this for you once deals is ready)

Ok cool - so I spent $964 (that’s all I really need to know from this screen).

Next, I need to go log that spend and time range in the new Source report.

Creating a source:

If you don’t have the source created yet, just head over to My setup > Lead Sources (requires latest REW CRM)

Once I’m there, I click the blue plus button (top right)

You get a screen that looks like this: Give it a “name” < whatever you want to call it, a description < so you can remember what it is) a colour < make it pretty < and then most importantly, if it is a “dynamic” referrer (meaning something we can detect automatically in the CRM like Google Organic, Google PPC or Facebook etc then make sure you put that in there.

Pro-tip, you can both automatically AND manually tag leads to a source.

You with me so far?

Once you’ve created that source, all “new” leads will be added to that source automatically (if they are dynamic) but you do have to go back and add any past leads that belong in that source.

Let me show you that next…

Adding leads retroactively to a lead source:

One I have my source created, all I need to do is go use my search and type in the date range I care about (in this case it’s June 8 through July 7th) and the referrer (in this case it’s Google PPC)

Once I have my list, all I do is “select all” (blue check boxes) and then from the dropdown click “source” which will fly out the source options menu and allow me to attribute those particular leads t that source.

And that’s it! Now my PPC leads are all retroactively tagged into the correct source, and all new leads will automatically go into that source (I don’t have to add them in the future)

Now when you go back to “sources” the amount of leads in that source should show.

Keep in mind your lead data might be slightly different in CRM vs PPC console since you may have deleted some leads from your CRM (in our case above, we paid for 70 leads, but determined only 64 were real so deleted 6)

Why should you take the 5 minutes to do this? (And seriously, it’s only 5 minutes?)

Because once you close a deal from one of these leads ANY time in the future, the system will “automatically” go back to this time frame, and give this lead source credit for that (even multiple deals to the same party) and it will then go and update your source report and give you the ROI for leads in the time period (or historical ROI overall).

It’s pretty freakin sick!

Have questions? Thoughts? Ideas?

Let’s hear em!

Ready to get started? Let’s start logging those budgets!


Just finished assigning all Google PPC leads to the Google PPC source

4,673 leads!!! Zoikes!

Here’s the question I want to answer as the head of marketing and business advisory side of @Carly’s real estate business.

Was this worth the investment? (Did we make money after all expenses)

And if so, how much? (AFTER expenses)