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Attribution analytics answers the question every aggregate dashboard dodges: what actually brought this person in, and did it lead to a conversion? Because Sapt resolves visitors to people, it can carry the source that acquired someone all the way through to the lead they become.

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First-touch acquisition

The acquisition report groups your visitors, sessions, and pageviews by the source / medium / campaign that originally acquired each visitor — not the source of their latest visit. That’s what tells you which channels genuinely create new audience versus which ones just collect people who were coming back anyway.
First-touch is immutable; last-touch refreshes. The first source/medium/campaign a visitor ever arrives on is recorded once and never overwritten — it’s the credit for acquiring them. Their last-touch is updated on every new session, so you can still see what most recently re-engaged them.

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UTM breakdown

The per-event UTM breakdown rolls up utm_source, utm_medium, utm_campaign, utm_term, and utm_content across your events, so you can audit campaign tagging and compare how individual UTMs perform — down to the event, not just the session.

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Conversion funnel

The funnel shows how visitors progress through the stages that matter, and where they drop:
  • pageview — anyone who landed.
  • engaged — visitors with real, active time on the page (not a bounce).
  • form_submit — visitors who submitted a tracked form.
  • lead — submissions that became a lead in your CRM.
Each step reports its count and its conversion rate from the previous step, so a leak (e.g. lots of engaged visitors but few form submits) is obvious at a glance.

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Conversions by source, campaign & landing page

Where the acquisition report counts people, the conversions report counts outcomes — broken down by:
  • Source / campaign — which channels and campaigns produce leads and purchases, not just traffic.
  • Landing page — which entry pages convert, so you can double down on the ones that earn.

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Lead time-to-conversion

For every conversion, Sapt knows the visitor’s first touch, so it can report how long it took from first visit to becoming a lead. A short lead time points to high-intent channels; a long one tells you which sources need nurturing before they pay off.

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Do it from an agent

The same reports are available to AI agents through the Attribution MCP:
  • getAcquisition — first-touch acquisition
  • getUtmBreakdown — per-event UTM rollups
  • getConversionFunnel — the pageview → lead funnel
  • getConversions — conversions by source, campaign, and landing page
  • getLeadTime — lead time-to-conversion
  • getTraffic — overall traffic

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Keep going

Visitors & identity

Server-side conversions

Attribution MCP