This article explains common causes for Offline Attribution counts being low or zero and steps you can take to investigate and troubleshoot.

Possible Causes for Low Offline Attribution

Issues on both ends

• Sources classified as channel=internal
• Clients need to mark correct sources
• CSLs need to review all sources currently classified as internal

Issues on client’s end

• Lead Sources have dropped or disappeared from their CRM (typically due to a dealer ending a marketing campaign or relationship with a particular vendor)
• Wholesale & Fleet sales marked incorrectly
  • Many sales marked incorrectly as “Retail”
  • Some clients using incorrect field - marking “Fleet” or “F” in new_or_used instead of sale_type (often times the client is doing a mixture of both, leading me to believe this is a bad behavior for select salespersons)
• Lead Sources blank in CRM
• Low Sales with Phone %
• Low Sales with Email %
• Low Completeness Score of Leads
• Client changed data vendors and did not notify us to update the mappings
• Client manually changing column names in their files so they are not consistent from month to month

Issues on Clarivoy’s end

• Property Setup Incorrectly
  • PRO/PRO+: SA Dashboard Visible = False (If this is the case and you correct this, also make sure Visible In Dropdown=True) OR SA Dashboard Visible was set to FALSE at the time the Sales and Leads files were loaded, but has since been corrected.
  • STARTER/BASIC: Source Reports = False (If this is the case and you correct this, also make sure Visible In Dropdown=True) OR Source Reports was set to FALSE at the time the Sales and Leads files were loaded, but has since been corrected.
• Bad Data Loading / Data Quality Issues - typically caught before this point
  • Sales or Leads not loading correctly (processing / mapping issues)
    • Check Sales with Phone % on Prelim QA Looker board
    • Check Sales with Email % on Prelim QA Looker board
    • Check Sales Schema Mapping table and Sales Schema Mapping Custom Headers table to ensure the file is mapped correctly. See Looker board: Sales Mapping
    • Check Leads Schema Mapping table and Leads Schema Mapping Custom Headers table to ensure the file is mapped correctly. See Looker board: Leads Mapping
  • Wrong date ranges, or incomplete dates - Download errors on either Clarivoy or Client end
  • Wrong store data loaded - Download error on either Clarivoy or Client end

Process for Investigating Low Offline Attribution

1. Check that the Property is setup correctly.
   1. Login to the DMUI
   2. Data Management
   3. Properties
   4. Search for the property
   5. Edit
   6. Check that SA Dashboard Visible = True (or if Starter, then Source Reports=True). If it is False, this is the cause for no Offline Attribution. If this is the case and you correct this, also make sure Visible In Dropdown=True. After correcting this, you will need to either (A) Reprocess SA Matching or (B) Delete & Reload their Leads and/or Sales files in order to get the matching to occur.
2. Go to the Offline Matching Investigation Looker board.
3. Set Filters
   1. Enter the Property ID in the filter.
   2. Enter the Property IDs for all other properties within the client group in the 2nd filter. Make sure to include the Parent Property ID as well.
   3. By default, filters are set to look at the most recent 3 complete months.  If the period in question is different, adjust the date filters accordingly.  
      1. Matching Sales Date is the month you are concerned about attribution for.
      2. Trend Dates should start at least 2 months earlier than the Matching Sales Date.
4. Review the Matched Sales with Leads section
5. Review the Unmatched Sales section
   1. Look for B2B sales where the Sale Type was not marked correctly (wholesale or fleet not marked as such). Dealers not marking B2B sales correctly can lead to lower offline attribution % vs. if they had marked the sale types correctly.
6. Review the Unmatched Leads section
   1. Look for CRM and Chat leads with blank Raw Source values.
      Look for Call Tracking leads with no campaign information at all (no campaign phone number and no campaign name).
      None of these leads would be used in matching.
      1. If all Raw Source values are blank for all leads for a particular data supplier, this could indicate a potential mapping issue. Notify Ops Team.
      2. If a large number (but not all) of Raw Source values are blank, this is a problem. The dealer is not marking Lead Sources correctly in their CRM, or the leads are not importing correctly into the dealer's CRM. We are unable to use any of these leads in matching.
   2. Look for raw source and raw source detail combinations that ARE classified as Internal (see looker board below for a quick reference list) but perhaps should not be
   3. Look for sources that are NOT classified as internal but probably should be
7. Review the OFFLINE ONLY Attributions section
   1. If there was a drop in attribution at a particular point, adjust both Date filters to 2 months prior to the drop point (so we can look at trends from prior to the drop and after the drop).
   2. Sort Sales Matched descending (largest numbers at the top) by the earliest month
   3. Look for downward trends where Sales Matched counts decline as the months progress.  Any trend like this indicates that a particular Lead Source is no longer appearing, or appearing more infrequently, in the dealer's offline leads (typically CRM).  (Ignore sources that would be classified as channel="internal" such as “Walk In”, “Phone Up”, “Internet”, “DMS”, etc.).  Reasons for downward trends in Sales Matched can include:
      1. Dealer has ended a particular marketing campaign
      2. Dealer has ended a relationship with a particular vendor
      3. Data connection for that vendor's leads is no longer working (the data is not flowing from the lead vendor into the dealer's CRM)
         All of these above reasons are are out of Clarivoy's control and point to things that the dealer would need to investigate.
8. See Internal Classifications on Looker board - CSL should review sources classified as channel=internal to make sure these look correct. Sources that are classified as channel=internal are suppressed and not used for attribution. Having sources incorrectly classified as internal can lead to lower Offline Attribution.

See Also

• Offline Matching Queries and Statements for PostgreSQL