Attribution tracking is crucial for understanding how prospective students engage with your content across various touchpoints, especially when you’re managing multiple campaigns. First touch/last touch attribution helps institutions determine which campaigns or touchpoints are driving the most engagement and conversions. With Halda, institutions can achieve seamless attribution tracking through a simple yet powerful setup. In this article, we’ll walk you through four essential steps to get perfect first touch/last touch attribution using Halda’s AI-powered tools. Here is the TL;DR:

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1. Install Halda’s tracking script (1 min)
2. Upgrade your RFI forms (1 hr to 12 hrs depending on depth of implementation)
3. Use UTM codes on all campaigns and outreach (you should be doing this already)
4. Set up a two way integration between Halda and your CRM (1 hour)
5. DONE. Halda takes care of the rest.

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1. Install the Halda Script on Your .edu and Landing Pages

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The first step in setting up perfect attribution tracking with Halda is to install the Halda tracking script across your .edu domain and all relevant landing pages. This script allows Halda to monitor user interactions from the very first point of contact and throughout their journey across your website. Whether a student first discovers your institution through a search engine, social media, or an email campaign, Halda’s script ensures that every visit is tracked.

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It’s essential to install the script on all key pages, including your homepage, program pages, and inquiry forms. This allows Halda to track the full journey, ensuring both first-touch (initial contact) and last-touch (final conversion) events are captured accurately.

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2. Upgrade Your Inquiry Forms and Lead Magnets to Halda’s AI Forms

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Once the Halda script is installed, the next step is to upgrade your existing inquiry forms or lead magnets to Halda’s AI Forms. Traditional Request for Information (RFI) forms all require manual follow-up and miss out on real-time engagement opportunities. With Halda’s AI Forms, you can dynamically deliver personalized and immediate responses from prospective students.

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By switching to AI-powered forms, every user interaction is tied directly to your attribution efforts, in addition to getting up to 500% more conversions (form submissions) from your existing site traffic. Halda’s AI Forms automatically track when and where users submit information, categorizing them into your attribution funnel. This gives you a clear view of which campaigns are producing enrollments and which are not.

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3. Make Sure Your Agency and Team Use UTM Codes on All Campaigns

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To ensure that Halda captures detailed attribution data, it’s critical that your marketing team and any agencies you work with use UTM codes consistently across all campaigns. UTM codes allow you to track the source, medium, and campaign name for every click that leads back to your website.

When UTM codes are applied, Halda can attribute every form submission or website interaction back to a specific campaign. This helps institutions see which campaigns are driving initial visits (first touch) and which campaigns or interactions ultimately lead to conversions (last touch). Consistent UTM tracking ensures that every campaign is properly categorized and reflected in your reports.

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4. Leverage Halda’s Two-Way CRM Integration for Comprehensive Attribution

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One of the key advantages of using Halda for attribution tracking is its seamless two-way integration with leading CRM systems like Salesforce and Slate. This integration ensures that every touchpoint, from the first interaction to enrollment, is captured and synced with your CRM.

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Halda doesn’t just collect data—it communicates back and forth with your CRM to provide up-to-date information about each student’s journey. For example, when a student fills out a form, that data is immediately available in your CRM, where it can be used for personalized follow-up. Moreover, if any status changes are made within your CRM (such as a student advancing in the enrollment funnel), Halda adjusts the user experience dynamically to reflect that change, ensuring that your team is always working with the most accurate data.

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This two-way communication allows you to see the full lifecycle of a prospective student’s journey and attribute every enrollment back to the specific campaigns and interactions that influenced their decisions, making your first touch/last touch attribution even more precise.

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Conclusion

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By installing the Halda script, upgrading to AI Forms, using UTM codes, and leveraging Halda’s two-way CRM integration, your institution can achieve perfect first-touch and last-touch attribution. These steps ensure that every campaign and interaction is accurately tracked, giving you full visibility into how your marketing efforts drive conversions.