Definition
Classic Attribution or first-touch attribution measures the influence of a Contact Creation Source on hitting key “CrSTAL” milestones in a prospect’s lead-to-lease journey.
CrSTAL milestones are as follows:
Cr: Leads Created
S: Tour Scheduled
T: Toured
A: Applied
L: Leased
Why it Matters
It aims to:
a. Identify the marketing ad campaigns and assets that generate leads.
b. Optimize outreach strategies for lead generation.
c. Assess the Return on Investment for lead generation sources.
Example
For example:
a. A lead comes through the source “Property Website”.
b. Conversion of leads coming through this source at each milestone is assessed.