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Attribution Enrichment in Knock

Attribution Enrichment in Knock

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.

How does Knock calculate attribution?

Knock combines multiple signals and selects the best match using a simple scoring model:

  1. Use UTM parameters when available. If the Knock Link includes UTM tags, Knock uses them to set Original Source and Original Channel.
  2. Fallback to the link’s saved attribution. When UTMs are missing or the referrer is hidden—such as in direct traffic, messaging apps, or privacy-restricted browsers—Knock applies the attribution values stored in the Knock Link. You can define a Default Source and Default Channel for each link to ensure consistent attribution.

This approach covers also non-web flows (e.g., scanning a QR at a booth, clicking a link in a PDF, or chatting from Slack) where browser referrers or cookies are not available.

Cross-device and cross-browser resolution. Knock can associate engagements from the same person across devices and browsers (e.g., mobile → desktop, Safari → Chrome). When a deterministic identifier is present (such as an email shared in chat or a verified link token), Knock merges sessions to a single contact and preserves the earliest touch as Original Source and Original Channel. This improves attribution accuracy even when cookies or referrers are unavailable.

Where do I see attribution data in Knock?

  • Slack notifications: Each new lead message and each booked meeting includes Original Source and Original Channel so reps can respond with context.
  • Knock Dashboard → Accounts: Add attribution columns and filter or search on them to analyze performance by source and channel.
  • Routing Rules and scheduling: Use attribution fields in real time to route chats and meetings.
  • CRM sync. Map attribution fields to your CRM so reports and workflows stay accurate.

How can I use this data?

  • Route chats and meetings.

    • In Routing Rules, create conditions on Original Channel or Original Source.

  • Build segments for outreach.

    • In Accounts, create Segments by source or campaign and assign follow-ups to the right rep.

  • Give reps instant context in Slack.

    • Reps see source and channel alongside the lead’s profile, so they can personalize replies quickly.

  • Report in your CRM.

    • Map Knock fields to CRM fields and use them in dashboards, lifecycle reports, and attribution models.

Map attribution fields to your CRM

Salesforce mapping (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.

Limitations and requirements

  • Included scope. Attribution Enrichment is included for all leads who connect through a Knock Link.
  • Form submissions. Attribution for leads who submit a form without coming through a Knock Link is not included by default and requires a paid add-on.

FAQ

Does Knock handle attribution for offline events?

Yes. Store event context on the Knock Link (e.g., “Event: Dreamforce”) and use that link in your QR or follow-ups. I the contact was seen for the first time, Knock record it as first touch.

What if a lead returns via a different channel later?

Knock keeps Original Source and Original Channel for first touch.

Which fields sync by default to CRM?

Only accepted leads sync by default. You choose which Knock fields map to your CRM fields.