How Buron attribution works

Buron attribution joins two things your other tools keep apart: the visitor journey and the outcome. The journey comes from the pixel on your site. The outcome comes from your CRM. Put them together, and every won deal and lead points back to the marketing that earned it.

Your forms, checkout, and CRM can tell you what someone did. They can't tell you which campaign earned it. Buron closes that gap. It records the channel behind every visit, waits for the person to identify themselves, then pulls their deal in from your CRM and credits the touches along the way.

Before you begin

Attribution runs on two pieces:

• The Buron pixel, which captures the visitor journey by channel.
• A connected CRM (Attio or HubSpot), which brings in the deals and revenue to tie that journey to.

Either order works. The pixel alone shows traffic and journeys by channel. Add a CRM and Buron turns that into pipeline and revenue by channel.

The five stages, in order

Attribution moves through five stages, from an anonymous click to a credited deal.

Step 1: The pixel captures touchpoints

The pixel records every visit and the marketing behind it: channel, source, medium, campaign, content, and term from your UTMs and the referrer, plus the landing page and any click IDs like gclid. Visits are grouped into sessions. A new session starts after 30 minutes of inactivity. Each session that carries a marketing signal becomes a touchpoint. Direct, signal-less sessions are left out of journey paths, since there's no channel to credit.

Step 2: People identify themselves

When someone submits a form, checks out, or books a meeting, the pixel links their anonymous journey to a person. It does this with their email, sent over HTTPS and turned into a SHA-256 hash the moment it reaches Buron, then discarded. The raw address is never stored and never queued. Buron can also match on your own user ID or a click ID. This map of journeys to people is built deterministically, so a match is a real match, never a guess.

Step 3: Your CRM brings the outcomes

Connecting Attio or HubSpot pulls in the outcomes: won deals with their value and close date, down-funnel stage dates (Lead, MQL, SQL), and Shopify orders. It also pulls in the people on each deal, matched to your tracked visitors by hashed email.

Step 4: Buron assembles the path

For each conversion, Buron walks from the people on the deal, to the identity map, to the touchpoints, and rebuilds the full, time-ordered path of touches that led there. The path is window-bounded: a touch more than 90 days before the conversion gets no credit. If two people on the same deal share a session, that touch is counted once, not twice.

Step 5: Buron credits the touches

Each conversion is credited under two models: first touch and last touch. Both are single-touch, so one touchpoint gets all the credit. The credit for each conversion is fractional and adds up to exactly 1.0. Every credited touch carries the channel, campaign, ad, and keyword it matched.

Because stage dates come in too, a deal is credited the moment it reached a stage (Lead, MQL, or SQL), not only when it closed. That's what powers cost per lead and cost per MQL when you read it alongside your ad spend.

What Buron captures and pulls in

From the pixel, for every visit, automatically:

• Channel, source, medium, campaign, content, and term (from UTMs and the referrer)
• Landing page and referrer
• Click IDs such as gclid, for ad platforms
• Device, sessionized into touchpoints

When someone identifies (a form fill, checkout, or booking), the pixel links the journey to them using a hashed email. Consent Mode signals are honored, and contacts you scrub for GDPR are dropped on ingest.

From your CRM, on each sync:

• Won deals, with their value and close date
• Lifecycle and stage dates (Lead, MQL, SQL, and on) for down-funnel metrics
• Shopify orders
• The people on each deal, matched to tracked visitors by hashed email

Where to see it

Open Datasets to pick the data behind a question, then build a Report (a chart or table) and pin it to a Dashboard. These datasets carry your attribution:

• What your ads drove is the marketer's read. Slice attributed conversions and attributed revenue by Channel, Campaign, Ad, Keyword (for Google), Conversion type (Lead, MQL, SQL, Purchase), and Attribution model. This is where you compare first touch against last touch.
• Conversions is the conversion fact: counts and value by Type, Stage, Category, and Date. Use it to see how many leads and deals landed, before any credit is split.
• Cross-channel performance puts ad spend, clicks, and impressions side by side. Read it alongside What your ads drove to get cost per lead, cost per MQL, and ROAS by channel.

Pick one model when you read credits. Every conversion appears under both first touch and last touch. If you leave both in, your conversions double-count. Filter to one model in your report.

Frequently asked questions

Which attribution models does Buron use? First touch and last touch. Each gives one touchpoint all the credit: first touch credits the click that started the journey, last touch credits the one right before the conversion. Every conversion shows up under both, so pick one in your report to avoid double-counting.

How does Buron know which visitor became which customer? It matches the people on your CRM deals to tracked visitors by hashed email. The email is hashed (SHA-256) the moment it reaches Buron, both from the pixel and again on CRM sync, so the raw address is never compared or stored. It can also match on your own user ID or a click ID.

How far back does a touch get credit? Up to 90 days before the conversion by default. Touches older than that window get no credit.

Can I see leads and pipeline, not just closed revenue? Yes. Because Buron pulls in your lifecycle and stage dates (Lead, MQL, SQL), a deal is credited the moment it reached a stage, not only when it closed. So you can track cost per lead and cost per MQL by channel in a report.

What if a visitor never identifies themselves? Their sessions are still captured as touchpoints, but they only get tied to revenue once the person identifies (a form fill, checkout, or booking) so Buron can match them to a CRM deal. Direct, signal-less sessions are left out of journey paths.

Do I need both the pixel and a CRM? The pixel alone shows traffic and journeys by channel. Add a CRM and Buron turns that into pipeline and revenue by channel, because attribution joins your deals to the touchpoints the pixel captured. Either order works, and both feed the same credit.

Next steps

• Install the Buron pixel to start capturing the visitor journey
• Connect your CRM so revenue ties back to source
• Set up conversion tracking so bidding optimizes toward real revenue