Attribution Limitations
Attribution in LightLead has a number of current limitations. Review them before setting things up to avoid surprises.
Technical limitations
One ad source per report
An attribution report can include only one ad source. If you need to analyze several ad accounts at once, create a separate report for each.
One CRM per report
An attribution report works with one CRM. You can't match data from two CRMs at once.
Maximum data volume
The recommended volume is up to 100,000 ad rows and up to 100,000 CRM rows. With larger volumes:
- Report execution time increases
- Timeouts during data loading are possible
- It's recommended to narrow the period or use filters
Supported ad accounts
Attribution works only with ad accounts connected through LightLead integrations. Custom data (CSV upload) is not supported in attribution.
Logical limitations
Last-click attribution
LightLead uses a last-click attribution model. This means the entire "weight" of a deal is attributed to the last click. Multi-touch attribution models (first-click, linear, time-decay) are not supported.
No cross-device attribution
If a user clicked an ad on their phone but created the deal from a computer, matching is only possible if the UTM tags were preserved in the CRM. Cross-device user identification is not supported.
No offline attribution
If a deal is created offline (a call, a meeting) and has no UTM tags, it won't be matched. Attribution only works with data present in the CRM.
Data limitations
Dependence on UTM tagging quality
Attribution accuracy depends entirely on the quality and completeness of UTM tagging. LightLead can't match data for which there are no identifiers.
Case sensitivity
UTM tags are case-sensitive. utm_source=Google and utm_source=google are different values. Case mismatches are a common cause of low Match Rate.
Data delay
Data from ad accounts and CRMs is updated with a delay:
- Meta Ads API: up to 2 hours
- Google Ads API: up to 3 hours
- CRM: depends on the specific system's API
Known limitations
Not supported
- Multi-touch attribution (multiple touchpoints)
- Cross-channel attribution within a single report
- Keyword-level attribution (only via utm_term)
- Organic traffic attribution
- Email campaign attribution (unless UTM tags are used)
Planned
- Multi-touch attribution (on the roadmap)
- Support for multiple ad sources in a single report
- Cross-device attribution (under research)