> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/what-is-attribution.md).

# What is attribution?

At Patagon AI, attribution lets you see **which traffic sources are generating your WhatsApp conversations** — Meta, Google, TikTok, and more — and, just as important, **which of those sources produce your best leads**.

Instead of guessing which campaigns are worth the spend, you see the *quality* of the conversations each source drives, and you can send that signal back to your ad platforms so they optimize for qualified leads instead of raw clicks.

## The three ways Patagon AI captures attribution

Patagon AI gathers attribution data in three ways. Most teams use more than one.

| Method                                              | What it captures                                                                                            | Best for                                                                        |
| --------------------------------------------------- | ----------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------- |
| **1. WhatsApp button on a website or landing page** | UTMs, click IDs (`fbclid`, `gclid`…) and the source URL of visitors who reach WhatsApp from your site       | Sites and landing pages with a WhatsApp button                                  |
| **2. Click-to-WhatsApp campaign (Meta only)**       | The campaign, ad set, and ad of users who tapped a CTWA ad — filled in automatically once Meta is connected | Facebook / Instagram Click-to-WhatsApp ads                                      |
| **3. Patagon AI link with UTM parameters**          | The UTM values you add to the link yourself                                                                 | QR codes, newsletter buttons, printed assets — anywhere with no site or CTWA ad |

Each method is configured differently — see [How to capture attribution data](/en/marketing-and-attribution/capturing-attribution-data.md).

## How the data flows

1. **Capture** — set up one or more of the three methods above so every conversation carries its source.
2. **Read** — review volume and quality per source in **Leads → Attribution** (see [How to read your attribution metrics](/en/marketing-and-attribution/attribution-metrics.md)).
3. **Act** — send qualified-lead conversions back to your ad platform so it optimizes for the leads that actually convert (see [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md)).

{% hint style="info" %}
Attribution and conversion data live under **Leads → Attribution**. Capture setup (the tracking script and your agent's link) lives under **Agent → Capabilities → Attribution**.
{% endhint %}


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