Campaign Attribution
Understand which campaigns generate conversations, leads, and sales — with return insights by channel and ad.
Campaign Attribution
Campaign Attribution helps you understand which ads, posts, and channels are bringing real customers to WhatsApp. Instead of looking only at likes or clicks, TAU connects the contact source to important conversation moments, such as qualified leads, bookings, payments, or handoffs to your team.
Access it from the sidebar under Campaigns. When Meta Ads integration is available for your account, you can also connect it under Integrations → Meta Ads.
What changes compared to Smart Tracking
| Smart Tracking | Campaign Attribution | |
|---|---|---|
| Main use | Campaigns with a copied WhatsApp message | Digital campaigns tracked automatically |
| Customer effort | The customer needs to send the right message | The customer only needs to start the conversation |
| Level of detail | Source and campaign | Source, campaign, channel, and ad when available |
| Result view | Shows where the conversation came from | Shows conversation, lead, conversion, revenue, and return |
| Best for | QR Codes, organic posts, printed materials, and simple campaigns | Paid media, performance comparisons, and budget decisions |
Both formats can work together. Use Smart Tracking for simple materials and Campaign Attribution to monitor digital campaigns in more detail.
How to enable it on your website
The recommended installation uses a single TAU Widget snippet: the widget.js file. When campaign tracking is active, that same snippet identifies the visit source and tracks clicks on compatible WhatsApp links.
You can use it in two ways:
- Visual widget + tracking — ideal when the website also shows the assistant in the page corner.
- Tracking only — ideal for landing pages and ad pages where you do not want to show the widget, but still want to measure WhatsApp clicks.
Tracking-only installation example:
<script>
window.taubotConfig = {
appId: 'YOUR_APP_ID',
widgetMode: 'tracking_only',
attribution: { enabled: true }
};
</script>
<script src="https://app.taubot.ai/widget/widget.js"></script>You do not need to load any extra attribution file. For installation details and advanced parameters, see Widget Installation and Configuration Parameters.
How TAU organizes results
The ROI & Campaigns screen has three main tabs:
Overview
Shows the funnel for the selected period:
- Clicks — people who arrived from tracked campaigns
- Conversations — contacts who started service
- Leads — conversations with identified commercial intent
- Bookings — appointments created during service
- Conversions — important business results, such as a booking, payment, or qualified handoff
The overview also highlights revenue attributed through TAU when there is enough information to estimate the business result.
Campaigns
Shows a ranking so you can compare campaigns side by side. Each card helps answer:
- Which campaign generated the most results?
- Which campaign brought leads but did not convert?
- Which one had a good return on investment?
- Where should you increase, pause, or review the budget?
ROI
The ROI tab summarizes acquisition efficiency with indicators such as cost per acquisition, cost per lead, qualification rate, and conversion rate. It also shows diagnoses and suggested actions to improve performance.
Meta Ads integration
The Meta Ads integration brings media data closer to the results that happen inside TAU.
When connected, TAU can:
- Relate campaigns and ads to started conversations
- Compare investment, leads, conversions, and estimated revenue
- Send conversion signals to help media learn from real results
- Show a more reliable return view by campaign
How to connect
- Go to Integrations → Meta Ads
- Click Connect
- Sign in with your Meta Business account
- Choose the ad account you want to monitor
- Return to Campaigns to follow the results
The connection uses Meta's official flow. You do not need to share your password with TAU.
Commercial events tracked
TAU can consider different journey moments depending on the integrations active in your account:
| Moment | What it indicates |
|---|---|
| Conversation started | A contact reached your service channel |
| Lead identified | The assistant found commercial intent or useful data |
| Handoff to human | The conversation is ready for your team to take over |
| Booking created | An appointment was scheduled during service |
| Payment started or confirmed | The conversation moved toward a charge or purchase |
In campaign settings, you can review which events make sense for your operation.
When to use it
Campaign Attribution is especially useful for:
- Clinics and salons that invest in booking campaigns
- Schools and courses that receive leads through WhatsApp
- Local services that advertise offers by neighborhood or region
- Consultancies and B2B operations that want to compare acquisition channels
- E-commerce businesses that use WhatsApp to answer questions before purchase
Frequently asked questions
Do I need to use Meta Ads?
Not necessarily. The campaigns screen can show source and result from other channels when that information reaches TAU. Meta Ads integration adds a more complete view for businesses that invest in that platform.
Does the customer see anything different?
No. The customer experience remains the normal WhatsApp or website conversation. Attribution happens behind the scenes and appears only in the Admin.
Can I use it together with Smart Tracking?
Yes. Smart Tracking remains useful for QR Codes, printed materials, and campaigns where you want to use a ready-made message. Automatic attribution complements that flow for digital campaigns.
What should I do if no data appears?
Check whether the campaign is using the correct links and messages, whether the widget.js snippet is installed with attribution.enabled, whether the required integration is active, and whether there were conversations in the selected period. If the data still does not appear, contact TAU support.