Identify
Create custom vanity links that clearly identify where a lead originated and make campaign-level tracking possible.
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Lead Attribution
Lead Attribution
& Routing
Turned scattered campaign links into a lead-source system that told leadership where opportunities came from, who should receive them, and how quickly a motivated prospect could be contacted.
2 weeks
Ideation to implementation
24 → 150+
Custom vanity links
Immediate
Rep text on high-intent submissions
The Challenge
Leadership needed to know where leads came from—and what happened next.
Lead sources were difficult to compare consistently, and leadership needed better visibility into which strategies were working, rep productivity, and adoption.
The solution needed to do more than create trackable links. It needed to connect the source of the lead to the right sales representative and make the handoff useful at the moment a prospect demonstrated strong buying intent.
My Role
Design the attribution logic and make sure the system actually worked.
I led the ideation, ensured proper execution, and monitored the data, working with New Sales, Reorder Sales, and Technology.
The work evolved as the team learned what it needed from the links and landing pages, with several iterations improving the information captured, mobile experience, and routing behavior.
Approach
Make the lead source part of the workflow—not just a reporting field.
Capture
Collect the information needed from an interested prospect while refining the landing-page experience through multiple iterations.
Route
Use the source information to assign the lead appropriately and clarify which representative earned the opportunity.
Respond
For highly motivated prospects, trigger an immediate text to the correct representative when the information is submitted.
Solution
A lightweight attribution layer that became a sales-routing system.
Custom Vanity Links
Started with 24 custom links and evolved into more than 150, not all active at the same time, to correctly identify lead sources.
Lead-Source Visibility
Created better tracking and visibility into where leads originated and which strategies were producing opportunities.
Mobile-Responsive Landing Pages
Iterated the pages to capture required prospect information and work effectively on mobile devices.
Lead Assignment
Connected the source and submission information to appropriate rep assignment so leadership could see who earned what and what remained available to distribute.
Immediate Rep Notification
Allowed a highly motivated prospect to trigger a text to the correct representative immediately after submitting information.
The Evolution
The system became more useful as the team learned what mattered.
The first version solved attribution. The later versions connected attribution to action.
Rather than stopping at source identification, the pages evolved to capture the information needed for interest, support mobile use, assign leads appropriately, and put highly motivated prospects directly in front of the representative responsible for the next conversation.
Outcome
Better visibility into the funnel—and a faster path from interest to conversation.
The documented outcomes were improved lead assignment, greater visibility into lead warmth and rep attribution, increased efficiency, and improved rep satisfaction.
24 → 150+
Custom vanity links created over the evolution of the system
2 weeks
From ideation to initial implementation
The source does not provide a quantified conversion-rate or revenue lift for this project, so none is claimed here.
Key Takeaway
Attribution is only valuable when it helps the business decide what to do next.
Next
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