Marketing Pro Ads Smart Attribution

Overview

Marketing Pro Ads includes smart attribution features that help assign marketing campaigns, making it easier for you to track your marketing data and return on investment (ROI).

Things to know

• Smart Attribution is not the same as Attributed Revenue. Smart attribution is about making sure the Marketing Campaign field is set correctly. Attributed Revenue in email dashboards shows how much money comes from emails opened before a job closed for that customer.

• Disabling access for manual attribution can confuse your CSR team. We recommend coordinating with your CSR colleagues before making changes to the Marketing Attribution Override setting.

Marketing Attribution Window

In Marketing Pro Ads, you can configure a Marketing Attribution Window. The Marketing Attribution Window allows you to specify a time range where all jobs in the range are assigned the same marketing campaign attribution of the initial job. This is always the first priority when assigning a marketing campaign to a job, no matter how the job originated.

For example, you can set a 30-day window. A 30-day window means that any follow-up jobs completed within the next 30 days of the first job will have their campaign attribution overwritten with the first job's campaign. Whatever the customer service representative (CSR) changes the campaign to when booking a job, the job window overwrites it shortly after. This can help you assign follow-up work to the campaign that kicked everything off.

You can set the Marketing Attribution Window in Settings  > Marketing Pro > Digital Ads. For more, see Manage Marketing Pro Digital Ads settings.

Manual Calls

Note: When assigning marketing campaigns, the Marketing Attribution Window takes priority.

Often, when a manual call or job is created, the marketing campaign is selected randomly. Smart attribution does something unique with manual calls. After a manual call is created, the Ads attribution tool looks back seven days to see if the customer had any inbound calls or lead forms.

If yes, we take the earliest call or form, grab its marketing campaign, and assign that campaign to the manual job. This overwrites any selections made by the CSR. If the earliest call has a status of Abandoned or Not a Lead, we won't change the call status in ServiceTItan but will send the call into Google Ads as a Lead conversion.

Inbound Calls

Note: When assigning marketing campaigns, the Marketing Attribution Window takes priority.

When an inbound call occurs, the campaign for that call is immediately set using either the campaign assigned to that number or Dynamic Call Tracking (DNI). If DNI is configured, ServiceTitan looks at the data from the website visit responsible for the call and uses that to assign a campaign automatically. For more, see How DNI assigns call campaigns.

If a CSR manually changes the campaign when booking the job, their selection is used for the Marketing Campaign, overwriting the Smart Attribution's assignment. In this case, any conversions sent to Google Ads or Google Analytics 4 (GA4) will use the original inbound call attribution, and the ServiceTitan campaign will use the CSR's manual selection.

Special Case: Google Ads

When an inbound call or web submission that originated from Google Ads comes through DNI, ServiceTitan automatically assigns the corresponding Google Ad campaign as the marketing campaign.

After the Google campaign is assigned, CSRs can update it. We do not recommend changing these campaigns as it may cause inconsistencies between the data sent to Google Ads and what you see in ServiceTitan.

How DNI assigns call campaigns

DNI assigns call campaigns based on the values in the website URL. It reads UTM parameters, consistent with how Google Analytics determines web traffic sources. DNI also supports the new BRAID parameters to track ad clickers using Safari 17+ and iOS 14+.

Note: If the URL contains a Google Click ID (GCLID), DNI automatically detects and assigns the correct Google Ad campaign to the call.

For DNI calls that come from a website with UTM parameters, the system automatically assigns a campaign to those calls based on the parameters. If that campaign does not currently exist in ServiceTitan, a new one is automatically created.

For example, if your website is www.123hvac.com, your marketers may add tracking parameters to the URL to identify its source. For example, the URL placed on a Facebook or Meta ad may be www.123hvac.com?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale.

For a URL like this, Smart Attribution identifies the source as Facebook, the medium as cost-per-click (CPC) or paid ads, and the marketing campaign as 'spring_sale'. Using this information, we automatically create a campaign called 'Facebook Ads - spring_sale' and assign all calls that originate from these Facebook Ad clicks to that campaign in ServiceTitan.

If a URL contains no UTM parameters, we can see which website the user was on before landing on your website. For example, they may have been on google.com. This signals that something came from an organic click, and we assign calls accordingly. The campaign for traffic from google.com with no URL parameters is 'Google Organic'.

You can use this URL builder tool to see which URL parameters we accept and what campaigns will be assigned in ServiceTitan.

Create tracking URLs for DNI

1. Ensure that you have ServiceTitan Dynamic Call Tracking (DNI) active for the URL you're planning to use.

2. Open the following spreadsheet: ServiceTitan Marketing Pro URL Builder.

3. In the spreadsheet, click File > Make a copy > Make a copy. This creates your own version of this document that is editable.

4. In the copy of the spreadsheet you just created, fill out the fields in rows 5-9, using the dropdown when indicated:        

   • Do you use ScheduleEngine?

   • Website URL

   • Source

   • Medium

   • Campaign

5. Copy and Paste the URL To Use onto whatever collateral or platform you want to be tracked. For example, https://www.servicetitan.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=Spring%20Sale.

Now, when a person clicks the URL and visits the website, if they call the ServiceTitan DNI Tracking Number, ServiceTitan automatically assigns the Campaign and Category for that caller based on the UTM parameters in the URL, which are specified in the Campaign As It Will Appear in ServiceTitan and Category As It Will Appear in ServiceTitan fields. The conversions are then pushed into Google Analytics with those same parameters. For the above example:

• Campaign As It Will Appear in ServiceTitan: Facebook Ads - Spring Sale

• Category As It Will Appear in ServiceTitan: Display

Marketing Attribution Override

When Marketing Pro Ads is configured, we send conversions to Google Ads and Analytics. To ensure that the numbers in ServiceTitan match what is sent to Google, you can disable the Manual Marketing Attribution setting. By doing so, CSRs will not be able to change the campaign set by the Ads attribution tool.

Note: If the Marketing Campaign field is blank, the CSR can select a campaign even if this setting is disabled.

To disable this setting, go to Settings  > Marketing Pro > Digital Ads and turn off the Manual Marketing Attribution toggle. For more, see Manage Marketing Pro Digital Ads settings.

Want to learn more?

• See Manage Marketing Pro Digital Ads settings

• See Use Marketing Pro Ads Analytics