Quick answer
Lead attribution is the process of identifying which marketing channel, campaign or page deserves credit for a lead. It matters because budget should move toward what produces jobs. Different platforms use different attribution rules and time windows, so the same customer can be counted by Google and Meta at once, which is why platform totals should not be added together.
The full answer
A homeowner might see a Meta ad on Monday, search your name on Google Thursday and call from your Business Profile Friday. Each platform may claim that lead.
Why we never combine platform numbers
Meta and Google results are reported independently because the advertising platforms use different attribution methodologies. Adding them together double-counts people who interacted with both.
The practical answer is to record the source on the lead itself and judge channels by booked estimates and won jobs.
Go deeperGoogle Ads vs Facebook Ads for Concrete Coating Companies
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
More about Logen