# How to Ensure 100% Attribution Accuracy

Ring Tonic uses a smart attribution system that automatically detects traffic sources from multiple signals: click IDs from ad platforms, referrer URLs, and UTM parameters. Here's what works automatically and when you need to add tracking parameters.

<figure><img src="/files/GmlSAS1A17d1DFwstaKg" alt=""><figcaption></figcaption></figure>

***

## 1. What Works Automatically (No Action Needed)

You do not need to do anything for these sources. Ring Tonic automatically detects them.

### Paid Advertising (via Click IDs)

When visitors click your ads, the ad platform adds a special click ID to the URL. Ring Tonic automatically detects these:

| Platform               | Click ID                    | Attribution    |
| ---------------------- | --------------------------- | -------------- |
| Google Ads             | `gclid`, `gbraid`, `wbraid` | google / cpc   |
| Facebook/Instagram Ads | `fbclid`                    | facebook / cpc |
| Microsoft/Bing Ads     | `msclkid`                   | bing / cpc     |
| TikTok Ads             | `ttclid`                    | tiktok / cpc   |
| LinkedIn Ads           | `li_fat_id`                 | linkedin / cpc |

{% hint style="success" %}
**Important:** For Google Ads, ensure "Auto-Tagging" is enabled in your Google Ads settings. This is on by default for most accounts.
{% endhint %}

{% hint style="info" %}
**What are gbraid and wbraid?** These are Google's privacy-focused click IDs used when traditional cookies are restricted. `gbraid` tracks iOS app campaign conversions, while `wbraid` tracks web conversions on privacy-restricted browsers. Ring Tonic automatically detects both.
{% endhint %}

### Organic Search

Visitors coming from search engine results are automatically detected:

| Search Engine | Attribution          |
| ------------- | -------------------- |
| Google        | google / organic     |
| Bing          | bing / organic       |
| Yahoo         | yahoo / organic      |
| DuckDuckGo    | duckduckgo / organic |
| Baidu         | baidu / organic      |
| Yandex        | yandex / organic     |

### Social Media (Organic Posts)

Visitors clicking links from social media posts are automatically detected:

| Platform  | Attribution        |
| --------- | ------------------ |
| Facebook  | facebook / social  |
| Twitter/X | twitter / social   |
| Instagram | instagram / social |
| LinkedIn  | linkedin / social  |
| YouTube   | youtube / social   |
| TikTok    | tiktok / social    |
| Pinterest | pinterest / social |
| Reddit    | reddit / social    |
| Threads   | threads / social   |

{% hint style="success" %}
**Note:** This works for organic social posts. For paid social ads, the click ID detection (Section above) takes priority.
{% endhint %}

### Webmail Clicks

If someone clicks a link in your email from a webmail interface, Ring Tonic detects it:

| Webmail Provider        | Attribution         |
| ----------------------- | ------------------- |
| Gmail (mail.google.com) | gmail / email       |
| Outlook                 | outlook / email     |
| Yahoo Mail              | yahoo\_mail / email |
| AOL Mail                | aol / email         |
| ProtonMail              | protonmail / email  |

{% hint style="success" %}
**Note:** This only works when emails are opened in a web browser. Desktop and mobile email apps (like Apple Mail or Outlook desktop) typically don't send referrer data - see Section 2.
{% endhint %}

### Google Maps / Google Business Profile

Visitors clicking your website link from Google Maps are detected:

| Source            | Attribution            |
| ----------------- | ---------------------- |
| Google Maps (web) | google\_maps / organic |

**Important Caveat:** The Google Maps mobile app often does NOT send referrer data. Clicks from the app may appear as "Direct" traffic. See Section 2 for the recommended solution.

### Referral Sites

Visitors clicking a link on another website (e.g., Yelp, a local blog, a news article):

* Attribution: `{domain}` / referral
* Example: `yelp.com / referral`

### Direct Traffic

Visitors typing your URL directly into the browser, or when no tracking data is available:

* Attribution: `direct / none`

***

## 2. When to Use UTM Parameters (Recommended)

For these channels, referrer data is often missing or unreliable. Adding UTM parameters ensures accurate attribution.

### Email Newsletters (Desktop/Mobile Apps)

Email clicks from apps (Outlook desktop, Apple Mail, Gmail app) almost always show up as "Direct" traffic because email apps don't send referrer data.

**Your Link:**

```
https://yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=october_update
```

### Google Business Profile (Mobile App)

While web clicks from Google Maps are detected automatically, the Google Maps mobile app usually doesn't send referrer data.

**Recommended:** Add UTMs to your GBP website link:

```
https://yoursite.com/?utm_source=google_business_profile&utm_medium=organic
```

This ensures mobile app clicks are properly attributed instead of appearing as "Direct."

### QR Codes (Flyers/Mailers)

A QR code scan is just a direct link visit with no referrer. To track which flyer or mailer worked:

**Your Link:**

```
https://yoursite.com/?utm_source=mailer&utm_medium=qr_code&utm_campaign=zip_98101
```

### SMS/Text Message Campaigns

Links in text messages have no referrer data:

**Your Link:**

```
https://yoursite.com/?utm_source=sms&utm_medium=text&utm_campaign=appointment_reminder
```

### Custom Campaign Tracking

If you want human-readable campaign names in your Ring Tonic dashboard (rather than relying on click IDs), you can add UTM parameters to any link:

**Example for Facebook Ads:**

```
https://yoursite.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_promo
```

{% hint style="info" %}
**Note:** When UTM parameters are present, they take priority over automatic detection.
{% endhint %}

***

## 3. Attribution Priority Order

Ring Tonic uses this priority order to determine source/medium:

1. **Explicit UTM Parameters** - If `utm_source` or `utm_medium` are in the URL, they are used directly
2. **Click IDs** - gclid, gbraid, wbraid, fbclid, msclkid, ttclid, li\_fat\_id are detected and mapped to their platforms
3. **Referrer URL** - The browser's referrer is parsed to identify the source
4. **Direct** - If no data is available, traffic is marked as direct/none

This means you can always override automatic detection by adding UTM parameters if you need more specific tracking.

***

## 4. Offline Sources (Static Tracking Numbers)

If there is no link to click (e.g., Billboard, Radio Ad, TV Commercial, or the physical phone number on your Google Business Profile), UTM parameters don't apply.

**Strategy:** Purchase a unique Static Tracking Number inside Ring Tonic.

**Setup:**

1. Buy a dedicated phone number in Ring Tonic
2. Assign it to a Static Campaign named after the source (e.g., "Billboard I-95")
3. Use that number exclusively on that marketing material

**Attribution:** Any call to that number is automatically attributed to that campaign.

***

## Quick Reference: UTM Parameter Format

```
https://yoursite.com/?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGN_NAME
```

| Parameter      | Purpose                     | Examples                                         |
| -------------- | --------------------------- | ------------------------------------------------ |
| `utm_source`   | Where the traffic came from | `google`, `facebook`, `newsletter`, `billboard`  |
| `utm_medium`   | How it reached you          | `cpc`, `email`, `social`, `qr_code`, `organic`   |
| `utm_campaign` | Specific campaign name      | `summer_sale`, `october_newsletter`, `zip_98101` |

**Common Medium Values:**

* `cpc` - Cost per click (paid ads)
* `organic` - Unpaid/natural traffic
* `email` - Email campaigns
* `social` - Social media
* `referral` - Links from other websites
* `qr_code` - QR code scans

***

## Summary

| Channel                        | Action Required | Notes                             |
| ------------------------------ | --------------- | --------------------------------- |
| Google Ads                     | None            | Enable Auto-Tagging in Google Ads |
| Facebook/Instagram Ads         | None            | Click ID auto-detected            |
| Bing Ads                       | None            | Click ID auto-detected            |
| TikTok Ads                     | None            | Click ID auto-detected            |
| LinkedIn Ads                   | None            | Click ID auto-detected            |
| Organic Search                 | None            | Referrer auto-detected            |
| Social Media Posts             | None            | Referrer auto-detected            |
| Webmail (Gmail, Outlook web)   | None            | Referrer auto-detected            |
| Google Maps (web)              | None            | Referrer auto-detected            |
| Google Maps (mobile app)       | Add UTMs to GBP | Mobile app has no referrer        |
| Email (desktop/mobile apps)    | Add UTMs        | Email apps have no referrer       |
| QR Codes                       | Add UTMs        | No referrer data                  |
| SMS/Text Messages              | Add UTMs        | No referrer data                  |
| Offline (Billboard, Radio, TV) | Static Number   | Use dedicated tracking number     |


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