Attribution & Leads report

Who this is for: marketers and marketing managers who report on what the website brings in, and digital agencies who send their clients a monthly report.

What you'll learn: what the Attribution & Leads report shows, why it reads differently from the analytics you already have, how to run it in your AI assistant, how to share it with a manager or a client, and how to take it further with your own questions.

Most website reports count visits. Visits include bots, accidental clicks and people who leave after a second, so the sources that look biggest are often the ones that bring the least. The Attribution & Leads report starts from the other end: which sources, campaigns and pages bring the visitors who behave like buyers, which of them became Engaged Leads, and which of those your team closed.

In short: The Attribution & Leads report is a ready-made report your AI assistant builds from your Bread & Butter data, for any period you choose. It shows where your Focused visitors and Engaged Leads come from, how each source compares with the Focused Index, how visitors move through your funnel to Won/Closed, which pages and campaigns do the work, and where your best visitors are. Every card explains what the chart says, why it matters and what to keep an eye on, and ends with a question to ask next. Run it monthly, send it to your manager or your client, and ask your assistant to dig into anything it shows. Owners, Administrators and Marketers can run it.

What the report answers

Where do the people worth talking to come from? Every source, campaign and page is measured by Focused visitors and Engaged Leads, not only by visits.

Is the traffic getting better or worse? Each figure is compared with the period before, and your sources are compared with the Focused Index, the benchmark built from every website on Bread & Butter.

What turns a visitor into a sale? The funnel follows visitors from the first visit to Engaged Lead, through your lead stages, to Won/Closed, and shows how long each step takes.

Where should the next month's effort go? Each source gets a Scale, Watch or Investigate verdict, ranked against your own sources, so the report ends with a short list of places to look.

What's in it

The report opens with the period at a glance: All Traffic, Focused visitors, Engaged Leads and your real conversion rate, each against the period before, with a short paragraph on what changed. The real conversion rate is Engaged Leads divided by Focused visitors; it is usually several times higher than the rate a standard analytics tool reports, because bots and no-interest visits are left out of the count. See What is my real conversion rate, and why is it higher than my analytics says?

Then come the cards, each one on its own:

The Focused Index Benchmark. Your Focused Ratio against the Focused Index, and each traffic source's Focused Rate, with a Scale, Watch or Investigate verdict. A healthy Focused Ratio sits between 10% and 20%. See What is the Focused Index, and what is a healthy Focused Ratio?

Your funnel. Visitors, Focused visitors and Engaged Leads, then the lead stages you use, through to Won/Closed, with how many moved from each step to the next.

Visitors and Engaged Leads by month. The trend over the period, with Engaged Leads split between your own website forms and Bread & Butter's conversion tools, so you can see what each one adds.

The journey at a glance. The user journey events your visitors trigger most, the places they became Engaged Leads, and the websites they went to next.

Sources. The share of visitors, Focused visitors and Engaged Leads from each of the eight traffic sources: Organic Search, Social, GEO / AEO / AI, Direct / Unspecified, Referred, Ad / Paid, Drip Email and Messaging Apps / CRM.

Pages. The pages Focused visitors read most, and the pages Engaged Leads read before they raised their hand.

Campaigns and referrers. Your UTM campaigns and the websites that send you visitors, each with its Focused Rate and its Engaged Leads. See How to Set up UTM to Maximize Visibility into Focused High Intent Traffic

First touch and last touch. The source that first brought each Engaged Lead to your website, against the source of the visit in which they raised their hand. The gap between the two shows which channels start the journey and which ones finish it.

Won/Closed. Which sources your Won/Closed came from, how long it took from the first visit to becoming an Engaged Lead, and from there to Won/Closed.

Repeat visit retention. How many Focused visitors came back a second, third, sixth and eleventh time. Buyers come back; this card shows how many of yours do.

Focused Score. How your visitors spread across the Focused Score scale, and the share of each source in the low, middle and high bands. See What is Focused Score and how does it evaluate my traffic?

Lead quality by country and by city. Where your Focused visitors and Engaged Leads are, and which places turn visitors into Engaged Leads best.

Under every card are three short sections: What the chart says, the three findings that matter; Why it matters, in a sentence or two; and What to keep an eye on, the figures to watch next period and the level at which each one needs a look. People named in the report link to their profile in Bread & Butter.

Why it reads differently from your analytics

It counts people, not hits. Every number leaves out bots. Focused visitors are the real people reading your website: everyone who has become a lead, plus every visitor scoring 6 or more on Focused Score. See Why does the Focused Tab show so much less traffic than my analytics?

It ends at the sale. A standard analytics tool stops at the form. This report carries on through your lead stages to Won/Closed, so a campaign is judged by the deals it led to as well as the forms it filled.

It compares you with a benchmark. The Focused Index tells you whether your share of real visitors is healthy for a website, which a visit count alone can't.

It tells you where to look. Scale, Watch and Investigate rank your sources against each other. Investigate means look closer, not switch it off: the decision stays with you, because you know things about your business the data can't see.

How to run it

Connect your AI assistant to Bread & Butter first. See Bread & Butter MCP server connections.

Finding the reports. Once you're connected, the reports are ready to run straight away; there's nothing to download or set up. Ask your assistant "What Bread & Butter reports can I run?" and it lists the reports your role can run, with what each one is for. The Insights tab in Bread & Butter lists them too, each with a prompt you can copy.

More than one account. If your login gives you access to several Bread & Butter accounts, name the one you want. If you don't, your assistant asks which one before it runs anything.

Coming back later. The connection stays in place, so there's no code or key to remember. Open a new conversation, check that the Bread & Butter connector is switched on for it (in Claude, under the + button, then Connectors), and ask for the report by name. If the connection has lapsed, your assistant asks you to reconnect first.

Ask for the report by name, with a period:

"Run my Bread & Butter Attribution & Leads report for last month."
"Run my Bread & Butter Attribution & Leads report for the last 90 days, for my main website."
"Run my Bread & Butter Attribution & Leads report for Q3 and compare it with Q2."

Your assistant gets the report from Bread & Butter, fills it with your account's data and shows it as a page. Each run uses credits like any other question. See How do Credits work across storage, syncing, and profile enrichment?

A good rhythm is monthly. Sources and campaigns move month to month, not day to day. To have it arrive on its own on the first of the month, see Run your Bread & Butter reports on a schedule.

For a marketing manager. The first card is the summary: four figures and a paragraph on the month. The benchmark and funnel cards answer the two questions a manager asks most: is the traffic any good, and is it turning into business. The verdicts give the meeting its agenda.

For an agency reporting to a client. Run the report for each client's website on the first of the month and send it as it is. It explains itself: every chart carries its own reading, so the client doesn't need you in the room to understand it. Each card can be printed on its own, for a slide or a monthly pack, and printed copies leave out the prompts. If your client's team works in Bread & Butter with the Sales role, they see their leads but not this report, which lets you go through the results with them first. See What are the different team roles, and what do they have access to?

Someone forwarded it to you? The box under the first card explains how to connect your own assistant and run it yourself.

Taking it further with your own questions

The report is a starting point. Every card ends with Try this next in your AI assistant, a question chosen from that card's most important finding, with a button to copy it. Ask it, or ask your own. A few examples:

Narrow it down. "Show the Attribution & Leads report for Ad / Paid only." "Run it for visitors from one province or state." "Show only the visitors who came from the spring campaign."

Go one level deeper. "Which landing pages did the Engaged Leads from Organic Search arrive on?" "Show the referrers behind the Referred source, with the Focused Rate of each."

Compare. "Compare September with September last year." "Compare the Focused Rate of every campaign this month with last month and list the biggest movers."

Follow the money. "Which sources brought the Engaged Leads that became Won/Closed this quarter, and how long did each take?"

Change the report. "Add a card with Engaged Leads by day of the week." "Leave out the city card." "Write the summary paragraph for a client who doesn't know what a Focused visitor is." "Translate the report into French."

Make it yours. Once a version works for you, ask your assistant to remember it, or save the prompt as a scheduled task so it arrives the same way every month.

Your assistant can only answer from the data your account has. When a card has nothing to show for the period, it says so instead of guessing, and a new account with no data yet gets a short note at the top with what to set up first.

What it needs

Bread & Butter installed on your website. Data starts with the next visit. See How to Install Bread & Butter on Your Website

Fifteen days for the benchmark. Focused Score works from the first visit; the Focused Ratio needs fifteen days of traffic before it is compared with the Focused Index.

Won/Closed marked in Bread & Butter. The funnel, the Won/Closed card and the verdicts get sharper with every profile you mark Won/Closed. See How do Lead Stages work in Bread & Butter, and why does marking Won/Closed matter?

User journey events, for the journey card. Name the actions that matter on your website, such as a booking or a pricing page view, and the report shows which ones your visitors take. See What are User Events, and how do I use them?

UTM tags on your campaigns, so the campaigns card can name them.