> ## Documentation Index
> Fetch the complete documentation index at: https://docs.firstrespondershub.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Find out which ads, posts, and links actually bring in enrollments — not just clicks.

**Attribution** answers the question every training program asks: *which of the things I do actually fills classes?*

Open it from the sidebar under **Insights → Attribution**.

## How it works

You make a **tracking URL** for each place you advertise. Anyone who clicks it is tagged, and the platform follows them all the way through to an enrollment.

So instead of "the Facebook ad got 400 clicks," you get "the Facebook ad got 400 clicks, 12 information requests, and 4 paid enrollments worth \$3,400."

## Making a tracking URL

Click **New tracking URL** and fill in:

| Field                      | Example               | What it's for                                      |
| -------------------------- | --------------------- | -------------------------------------------------- |
| **Destination page**       | Your April EMT class  | Where the link sends people.                       |
| **utm\_source** (required) | `meta`                | Which platform.                                    |
| **utm\_medium**            | `paid_social`         | What kind of thing it was.                         |
| **utm\_campaign**          | `april_emt_stratford` | Which push it belongs to.                          |
| **utm\_content**           |                       | Which version of the ad, when you are testing two. |
| **utm\_term**              |                       | The keyword, for search ads.                       |

Give the link a name you will recognize later, like `Meta — April EMT — Stratford lookalike`.

Then use that URL everywhere instead of your plain page address.

<Tip>
  Make a separate link for every place you post — the ad, the newsletter, the flyer QR code, the Facebook group. One link for everything tells you nothing.
</Tip>

## Reading the report

Switch between **Per source** (all your Facebook traffic together) and **Per link** (one specific ad).

| Column                              | What it counts                         |
| ----------------------------------- | -------------------------------------- |
| **Visitors**                        | People who arrived.                    |
| **Visits**                          | Times they arrived.                    |
| **Info requests**                   | People who asked for information.      |
| **Enrollment started**              | People who reached checkout.           |
| **Enrollment finished**             | People who paid.                       |
| **Application started / submitted** | For programs that need an application. |
| **Course sales**                    | Standalone course purchases.           |
| **Revenue**                         | Money from those people.               |
| **Ad spend**                        | What you told us you spent.            |

Enter your ad spend and you can see what each enrollment actually cost you.

## Example

You spend $300 on Facebook and $150 on a local newsletter for your April EMT class.

The report shows Facebook brought 620 visitors and 2 enrollments. The newsletter brought 45 visitors and 5 enrollments.

Facebook looked busier. The newsletter filled the class. Next time you know where the money goes.

## See also

* [Where leads come from](/leads/where-leads-come-from) — What happens after someone clicks.
* [Pipeline metrics](/leads/pipeline-metrics) — What your leads are worth.
* [Dashboard](/dashboard-and-reports/dashboard) — The short version.