Marketing Attribution & Tracking Specialist

THE ROLE

Make every lead traceable back to its true source

(Google Ads, Facebook Ads, email, organic, referral, etc.)

inside HighLevel, so you can tag, segment, and automate follow-up properly.

WHAT THIS PERSON IS RESPONSIBLE FOR

A. END-TO-END LEAD SOURCE TRACKING

You must be able to

Track every lead source across

Google Ads (Search, Display, YouTube)

Facebook / Instagram Ads

Email campaigns

Organic traffic

Referral links

Ensure UTMs are consistent, clean, and enforced

Pass tracking data into HighLevel custom fields

B. HIGHLEVEL ATTRIBUTION SETUP

Inside HighLevel, you must

Map UTMs → custom fields

Create automatic lead-source tagging

Ensure leads are segmented by

Source / Campaign / Medium / Funnel

Make attribution usable for

Pipelines

Workflows

Email/SMS sequences

Reporting

C. GOOGLE TAG MANAGER + PIXELS

You should confidently handle

Google Tag Manager setup & debugging

Google Ads conversion tracking

Facebook Pixel + CAPI (ideal)

Event tracking (form submits, bookings, calls)

Cross-domain tracking (if needed)

D. DATA HYGIENE & QA

This person should

Audit existing campaigns and funnels

Identify broken or missing tracking

Normalize naming conventions

Test leads from every source

Document the tracking logic so it’s repeatable

4. WHAT YOU ARE NOT DOING

Writing ad copy

Managing ad budgets

Building funnels from scratch

YOU ARE

Building the measurement infrastructure

Making your marketing decisions data-driven

5. REQUIRED SKILLS (NON-NEGOTIABLE)

MUST HAVE

HighLevel (deep experience, not beginner)

UTM strategy & implementation

Google Tag Manager

Google Ads conversion tracking

Facebook Pixel setup

Funnel + form tracking

Custom fields, tags, workflows in HighLevel

STRONG BONUS

Server-side tracking / CAPI

Looker Studio dashboards

Call tracking integration

Multi-location or multi-offer attribution

6. HOW WE MEASURE SUCCESS (KPIS)

You're the right person when, every new lead in HighLevel shows: Source / Campaign / Medium

Tags are automatically applied correctly

You can segment lists by actual lead source

Your workflows fire based on real attribution

You can confidently answer: “Where did this lead really come from?”

7. VISUAL DASHBOARD & REPORTING ACCESSIBILITY

Make attribution data visually accessible at a glance, not buried in fields or raw tables.

A. HIGHLEVEL DASHBOARD VISIBILITY

You must ensure that

Lead source, campaign, and medium are clearly visible on the contact record

Attribution data is surfaced in pipelines

Custom fields are arranged for fast human scanning

Tags are readable and standardized (no cryptic naming)

You should be able to open any contact in HighLevel and immediately see:

“Where did this lead come from, and why?”

B. EXECUTIVE-LEVEL DASHBOARDS (NO CLICKING AROUND)

They must be able to create dashboards that show

Leads by source

Leads by campaign

Conversion events by channel

Cost per lead (when ad data is available)

Funnel performance by traffic source

Dashboards should be

Clean

Visual

Updated automatically

Usable by non-technical team members

C. REPORTING TOOLS & INTEGRATIONS

You should be capable of using

HighLevel built-in reporting

Looker Studio (preferred)

Google Ads & Meta reporting integrations

Manual or automated data connectors when necessary

All reports must tie back to HighLevel lead records—not just platform vanity metrics.

D. DECISION-READY DATA (THE REAL GOAL)

The end result of this role is decision clarity, not “more data.”

You should be able to answer, instantly

Which traffic sources are producing the best leads?

Which campaigns deserve more budget?

Which audiences convert downstream?

Which follow-up workflows are actually working?

If the data doesn’t drive action, the job isn’t done.

E. DOCUMENTATION & HANDOFF

To ensure long-term clarity, the specialist must

Document dashboard logic

Explain metric definitions

Provide a simple “how to read this” guide

Ensure dashboards remain accurate as campaigns scale