Full-funnel Attribution for Indian PPC (Simple Models + Templates)

Why attribution breaks in India

• WhatsApp leads: user clicks ad → chats → converts later → platform misses it.
• Offline conversions: calls, store visits, clinic bookings, property visits.
• COD / partial payments: “purchase” isn’t always “delivered revenue”.
• Device switching: Instagram on phone → Google search on laptop.
• Multiple touches: influencer → Meta retargeting → Google brand search → call.

Simple funnel terms (so your reports stay clean)

5 simple attribution models (with when to use)

1) Last-click (default but dangerous)

Gives 100% credit to the last touch before conversion. Useful when you need quick reporting — but it undervalues discovery channels.

2) First-click (good for demand gen analysis)

Gives 100% credit to the first touch. Useful for understanding which channel creates demand — not who closes the sale.

3) Linear (most “fair” for small teams)

Every touchpoint gets equal credit. Great if you don’t want to argue internally. It’s a good starting model for Indian startups.

4) Time-decay (practical for services + longer cycles)

Later touchpoints get more credit than earlier ones. Best for clinics, coaching, real estate, B2B services where retargeting + search closes.

5) Position-based (the “40-20-40” model)

Most common simple multi-touch model: 40% first touch (created demand), 40% last touch (closed), and 20% split between middle touches (nurture).

Templates: reporting + decision framework

Copy these templates into Google Sheets / Excel. Keep it simple and consistent.

Template A: Journey table (per lead / conversion)

• Lead ID
• Date
• First touch source (Meta / Google / Organic / Referral)
• Assist touch (e.g., remarketing, email, WhatsApp follow-up)
• Last touch source
• Outcome (Qualified / Won / Lost)
• Revenue / Margin

Template B: Attribution scorecard (channel-level)

Template C: Budget decision rule (simple)

1. Protect capture: don’t cut high-intent search/retargeting if leads are stable.
2. Measure demand: use first-touch + branded search growth.
3. Scale only what improves blended results: not platform ROAS alone.
4. Use “profit lens”: add margin/COD/RTO if e-commerce.

WhatsApp + offline conversions: practical tracking

You don’t need complex tools to get better attribution. You need consistent capture of source and consistent CRM updates.

• UTM links: every ad → landing page or WhatsApp deep link with UTMs.
• WhatsApp prefilled message: include campaign label like “GGL_SRCH_BRAND” or “META_RET_7D”.
• CRM stages: New → Qualified → Proposal → Won/Lost.
• Offline uploads: send Qualified/Won back to platforms (improves optimization).

A simple monthly attribution playbook

1. Pick your model: start with position-based (40-20-40) for most Indian businesses.
2. Track 30-day journeys: don’t judge by 1–3 day windows.
3. Report 3 layers: platform ROAS + blended ROAS + attribution scorecard.
4. Use “assist” metrics: view-through engaged sessions, remarketing reach.
5. Make one budget move/week: avoid daily “panic” reallocations.

Mistakes to avoid

• Believing one dashboard: Google Ads and Meta both over-credit themselves.
• Ignoring offline outcomes: leads are useless if not qualified/won.
• No naming conventions: without UTMs + campaign naming, data is messy.
• Judging too quickly: attribution needs a longer window for Indian journeys.

Conclusion

Full-funnel attribution for Indian PPC doesn’t need to be complicated. Pick a simple model, track journeys consistently, and connect CRM outcomes to your ads. The result: fewer budget arguments and better scaling decisions.