Playbook
Attribution-Safe AI Automation (Ads + SEO)
Automation that “works” but destroys reporting is a trap. This playbook focuses on preserving first-touch data (UTMs, landing page, campaign) alongside conversation summaries—so you can still scale what’s working.
Non-negotiables
- Store original UTM + referrer fields as immutable.
- Record landing page URL and session identifiers at capture-time.
- Keep AI-generated fields separate from source-of-truth fields.
- Write every message/decision to an audit log.
Where attribution breaks
- Replacing forms with chat without persisting UTMs.
- Creating duplicate leads instead of merging by identity rules.
- CRM updates that overwrite the original source.
- “Smart” routing that hides the why (no traceability).
Next