Aimbase supports extended campaign attribution to help provide a more complete view of marketing influence across the customer journey.

When enabled, this functionality allows Aimbase to attribute leads to a prior campaign-driven website visit, even if the lead was submitted during a later session.

This helps improve visibility into:

• Campaign performance
• Marketing influence over time
• Attribution accuracy for OEM marketing initiatives

How Extended Campaign Attribution Works

When a lead is submitted without campaign attribution values present on the submission itself, Aimbase evaluates prior web sessions tied to the same visitor.

If a prior session:

• Contains campaign attribution values (UTM parameters)
• Falls within the configured attribution lookback window
• Shares the same user identity (tracked with the Aimbase web session script)

then Aimbase applies the most recent eligible campaign attribution values to the lead.

Attribution Evaluation

Aimbase:

1. Reviews prior website sessions for the same visitor
2. Identifies sessions containing campaign attribution values
3. Selects the most recent qualifying session within the configured lookback period
4. Applies eligible attribution values to the lead

Supported Attribution Fields

The following fields may be applied from a prior session:

• Campaign
• Source
• Medium
• Content
• Term
• Event

Attribution Rules

Existing UTM Values Take Priority

If attribution values are explicitly included with the lead submission, those values remain unchanged.

Aimbase does not overwrite:

• Existing Campaign values
• Existing Medium values
• Existing Content values
• Existing Term values
• Existing Event values

Partial UTM Values

If only some attribution values are provided during lead submission:

• Aimbase does not fill missing fields from prior sessions
• The exception is the Source field, which is always required and evaluated separately

Attribution Lookback Window

The attribution workflow uses a configurable lookback period to determine how far back Aimbase should evaluate prior sessions for campaign attribution.

Examples may include:

• 1 day
• 7 days
• 30 days

The specific lookback window is configured by Rollick.

If your organization would like to enable or adjust extended campaign attribution settings, contact your Rollick representative.

Viewing Attribution in Lead History

When campaign attribution values are applied from a prior web session, Aimbase creates a Lead History entry documenting the attribution activity.

The history message includes:

• The date of the prior attributed session
• Which attribution fields were applied to the lead

Only fields added from the prior session are included in the message.

If campaign values were already present on the lead submission, no attribution history message is created.

Example Lead History Entry

Example Attribution Scenario

A customer:

1. Clicks a campaign email containing UTM values
2. Visits the OEM website
3. Leaves without submitting a lead
4. Returns later and submits a lead during a separate session

If the later lead submission:

• Falls within the configured attribution window
• Does not already contain explicit campaign attribution values

then Aimbase applies the attribution values from the earlier campaign-driven session to the lead.

Benefits of Extended Campaign Attribution

Using extended campaign attribution helps organizations:

• Better understand campaign influence across sessions
• Improve reporting accuracy for OEM marketing efforts
• Capture delayed conversion activity
• Reduce gaps in attribution reporting
• Gain clearer visibility into marketing ROI