# Marketing Attribution + AI Queries: Find Your Best-ROI Channels > Source: https://synterai.com/blog/attribution-ai-queries > Cached: 2026-10-09T01:11:13.965Z > Words: 721 --- [Skip to app content](#global-agent-app-surface)[Skip to main content](#main-content)[Back to Research & Articles](https://synterai.com/blog)## Why Attribution Matters Synter is the AI Agent Operator for Ads. It connects 16 ad platforms and your CRM (Salesforce, HubSpot, Attio, Pipedrive) via Direct API, ties ad spend to pipeline and revenue, and answers attribution questions in plain language. You're running ads on Google, LinkedIn, Meta, Reddit, and X. Leads convert after multiple touchpoints. **Which channel deserves credit?** Without clear attribution, you're flying blind: over-investing in low-ROI channels, under-funding winners, and guessing at budget allocation. Synter's **AttributionService** uses **last-touch attribution** as a clear, deterministic default—and lets you **query it with AI**. ## Last-Touch Attribution: Simple, Explainable Last-touch gives 100% credit to the final click before conversion. Why this model? - **Deterministic:** No black-box ML weighting; every conversion ties to a UTM - **Actionable:** Pause low-ROAS campaigns immediately - **Platform-consistent:** Matches how Google Ads and Meta report conversions - **Easy to explain:** Finance and leadership understand it We track UTM parameters (`utm_source`, `utm_campaign`, `utm_medium`) and platform click IDs (GCLID, FBCLID, li_fat_id) to tie conversions back to campaigns. ## API: /api/attribution/dashboard Fetch attribution metrics with filters: ``` GET /api/attribution/dashboard Authorization: Bearer Query params: ?startDate=2025-10-01&endDate=2025-11-01&platform=google_ads Response: { "summary": { "totalConversions": 342, "totalRevenue": 185400, "totalSpend": 42100, "roas": 4.4, "cac": 123 }, "byPlatform": [ { "platform": "google_ads", "conversions": 145, "revenue": 82500, "spend": 18200, "roas": 4.53, "cac": 125 }, { "platform": "linkedin_ads", "conversions": 89, "revenue": 58900, "spend": 14800, "roas": 3.98, "cac": 166 } // ... ], "byCampaign": [ { "campaignId": "camp_123", "campaignName": "Enterprise SaaS - Search", "platform": "google_ads", "conversions": 67, "revenue": 45200, "spend": 8900, "roas": 5.08 } // ... ] } ``` ## AI Tools: Natural Language Queries Instead of writing SQL or navigating dashboards, **ask Synter directly**: ### Example Queries - →"Which campaigns drive the most sales?" - →"Show me ROAS by platform for Q4" - →"What's my CAC on LinkedIn vs Google Ads?" - →"Find campaigns with ROAS below 2.5" ### Tool: queryCampaignPerformance The AI calls `queryCampaignPerformance()` to fetch conversion, revenue, and spend metrics filtered by date range, platform, and campaign. ``` // AI tool call queryCampaignPerformance({ startDate: "2025-10-01", endDate: "2025-11-01", platform: "linkedin_ads" }) // Returns [ { campaignName: "Enterprise Outbound", conversions: 23, revenue: 18500, spend: 4200, roas: 4.4 } // ... ] ``` ### Tool: queryPlatformAttribution For platform-level comparisons, the AI uses `queryPlatformAttribution()`: ``` // AI tool call queryPlatformAttribution({ startDate: "2025-11-01", endDate: "2025-11-15" }) // Returns [ { platform: "google_ads", conversions: 89, cac: 118, roas: 4.9 }, { platform: "linkedin_ads", conversions: 45, cac: 172, roas: 3.8 }, { platform: "meta_ads", conversions: 34, cac: 95, roas: 5.2 } ] ``` ## UTM Consistency: The Foundation Attribution only works if your UTMs are consistent. Synter enforces: - **Auto-tagging:** Campaigns launched via Synter get standardized UTMs (`utm_source=google_ads`, `utm_campaign=camp_id`) - **Click ID tracking:** GCLID, FBCLID, li_fat_id captured in session data - **Fallback logic:** If UTM missing, use click ID → platform; else "direct" ## Integration with Growth Dashboard Attribution metrics power the [Growth Dashboard](https://synterai.com/blog/growth-dashboard): - **ROAS KPI:** Calculated from attributed conversions / spend - **CAC by channel:** Platform-level CAC in the ChannelPerformance table - **Conversion funnel:** Last-touch platform shown in funnel drop-offs View live attribution data: [/blog/growth-dashboard](https://synterai.com/blog/growth-dashboard) ## Ask Synter About Your Attribution Connect your ad platforms and ask: "Which campaigns drive the most sales?" 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