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Attribution Enrichment in Knock

Attribution Enrichment in Knock

How Attribution Works in Knock AI

Knock AI attribution is designed for modern B2B buying journeys. It works across web, off-site links, messaging apps, AI search, events, and outbound conversations. No forms. No cookie dependency. One clear first-touch attribution model.

Knock always attributes a lead to the earliest detected interaction that started the session or conversation.

Attribution Model Overview

Knock AI uses first-touch attribution by default.

  • The first interaction that creates a session or conversation becomes the Original Source and Original Channel.
  • That attribution is locked and does not change if the lead returns later via another channel.
  • Attribution works even when cookies, referrers, or browsers are restricted.

This ensures clean reporting, consistent CRM data, and reliable pipeline analysis.

The Three Ways a Session Can Start

Knock determines attribution based on how the session begins. There are three possible pathways.

1. Web Session

A web session starts when a visitor lands on a tracked website domain.

Attribution Logic

Priority
What Knock Checks
Result
1
UTMs on the entry page
Use UTMs
2
Referrer domain
Use referrer
3
No UTMs and no referrer
Attribute as Direct

2. Off-Site Session (Knock Link First Touch)

An off-site session starts when the first interaction is a Knock Link, not a website visit. This includes clicks from: LinkedIn, G2, ChatGPT, email, Slack, WhatsApp, PDFs, QR codes, events, and ads.

Attribution Logic

Priority
What Knock Checks
Result
1
UTMs on the Knock Link
Use UTMs
2
Referrer (if available)
Use referrer
3
No UTMs and no referrer
Use Knock Link channel

3. Messaging-Only Session (No Click Detected)

A messaging session starts when the first action is a message, with no prior pageview or link click.

This is common in outbound flows and direct messaging apps.

Attribution Logic

Scenario
Attribution
First message sent by the lead
Inbound. Channel: Direct
First message sent by a rep
Outbound. Channel: Rep messaging profile

Attribution Resolution Order

Knock always applies attribution in this order:

  1. UTMs
  2. Click identifiers (gclid, fbclid, msclkid)
  3. Referrer domain
  4. Knock Link metadata
  5. Message context

The earliest valid signal wins.

Knock Attribution Fields

These fields are created and maintained by Knock AI and can be mapped to your CRM.

Knock Field
Purpose
Knock: original_channel
High-level channel classification
Knock: original_source
Platform or source domain
knock_campaign
Campaign name
knock_content
CTA or variation
knock_term
Paid keyword
knock_referrer_url
Full referrer URL
knock_touchpoint_name
Knock Link name
knock_touchpoint_url
Full Knock Link URL
knock_entry_page
First page seen

CRM Sync Behavior

  • Attribution is synced only for Knock enriched leads.
  • Original Source and Original Channel sync once and never overwrite
  • You choose which Knock fields map to your CRM

Supported CRMs:

  • Salesforce
  • HubSpot
  • Marketo

Offline and Event Attribution

Offline sources are fully supported.

Examples:

  • QR codes at events
  • Printed materials
  • PDF links
  • Marketing Cards

If no UTMs or referrer exist, Knock uses the link or card metadata as the attribution object.

Returning Visitors and Multi-Touch Journeys

If a lead returns later via a different channel:

  • Original Source and Original Channel remain unchanged
  • New interactions are tracked as engagement activity
  • Pipeline attribution stays consistent

Knock does not re-attribute or overwrite first touch.

Conversion Attribution in Knock

In addition to first-touch attribution, Knock also tracks conversion attribution.

Conversion attribution answers a different question:

Where did the session that converted actually happen?

This is especially important when buyers engage across multiple channels before converting.

What Is Conversion Attribution

Conversion attribution represents the context of the session where the lead connect with you successfully, such as:

  • Sending their first message
  • Booking a meeting

This attribution reflects the converting session, not the original discovery touchpoint.

Where You See Conversion Attribution

Every new conversation and booked meeting includes conversion attribution in the Slack notification.

Your team sees:

  • Where the lead converted
  • Which channel triggered the engagement
  • The context of the session

This appears directly in the Knock Slack notification so reps can respond with the right framing.

Use Attribution Enrichment in Knock

Attribution Enrichment lets you see where each lead came from, even when the conversation starts outside your website. A Knock Link is a shareable URL that starts a chat / meeting with your team from any touchpoint. Knock derives Original Source, Original Channel, and Knock: Referrer using signals from UTM parameters, link configuration, and first-touch context. This gives you reliable source data for routing, reporting, and CRM sync.

What attribution data does Knock provide?

  • Original Source
  • Original Channel
  • Knock: Referrer (first referring location or context)
  • UTM parameters: if present on the link, Knock captures and can sync utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

Cross-Device and Cross-Browser Attribution Resolution

Buyers often switch devices and browsers before they convert. For example, they discover you on mobile, then later engage from desktop. Or they start in Safari and return in Chrome.

Knock can associate engagements from the same person across devices and browsers when a deterministic identifier is present, such as:

  • An email address shared during chat
  • A verified Knock Link token

What Knock Does When Identity Is Confirmed

When Knock can deterministically identify the same person across sessions, it will:

  1. Merge sessions into a single contact
  2. Preserve the earliest interaction as the lead’s Original Source and Original Channel
  3. Maintain consistent attribution even when cookies or referrers are unavailable

This improves attribution accuracy in real-world conditions where referrers are often hidden and browser tracking is limited.

Map attribution fields to your CRM

Salesforce mapping (Lead / Contact)

  1. Open the Knock Dashboard.
  2. Go to Settings → Integrations → Salesforce.
  3. Open Sync Knock data into Salesforce.
  4. Under Object, select Contact.
  5. In Field Mapping, map Original Source, Original Channel, Knock: Referrer, and any UTM fields to your Salesforce Contact fields (standard or custom).
  6. Click Save.
  7. Test with a recent Knock conversation. Open the Salesforce Contact and confirm the mapped fields are populated.

HubSpot mapping (Contact)

  1. Open the Knock Dashboard.
  2. Go to Settings → Integrations → HubSpot.
  3. Open Sync Knock data into HubSpot.
  4. Under Object, select Contact.
  5. In Field Mapping, map Original Source, Original Channel, Knock: Referrer, and UTM fields to HubSpot Contact properties (standard or custom).
  6. Click Save.
  7. Verify on a HubSpot Contact that properties populate after a new Knock chat or meeting.

Marketo mapping (Person)

  1. Open the Knock Dashboard.
  2. Go to Settings → Integrations → HubSpot.
  3. Open Sync Knock data into Marketo.
  4. Under Object, select Contact.
  5. In Field Mapping, map Original Source, Original Channel, Knock: Referrer, and UTM fields to Marketo Person properties (standard or custom).
  6. Click Save.
  7. Verify on a Marketo Person that properties populate after a new Knock chat or meeting.

On this page

  • How Attribution Works in Knock AI
  • Attribution Model Overview
  • The Three Ways a Session Can Start
  • 1. Web Session
  • 2. Off-Site Session (Knock Link First Touch)
  • 3. Messaging-Only Session (No Click Detected)
  • Attribution Resolution Order
  • Knock Attribution Fields
  • CRM Sync Behavior
  • Offline and Event Attribution
  • Returning Visitors and Multi-Touch Journeys
  • Conversion Attribution in Knock
  • What Is Conversion Attribution
  • Where You See Conversion Attribution
  • Use Attribution Enrichment in Knock
  • What attribution data does Knock provide?
  • Cross-Device and Cross-Browser Attribution Resolution
  • What Knock Does When Identity Is Confirmed
  • Map attribution fields to your CRM
  • Salesforce mapping (Lead / Contact)
  • HubSpot mapping (Contact)
  • Marketo mapping (Person)