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Attribution is simply knowing which postcard produced which job. Mailr does it in two ways: it watches what people do with the card, and — when your CRM is connected — it matches jobs you win back to the households you mailed. This page explains both, and is honest about what the numbers can and can’t prove.

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The path from postcard to credited job

1

Every postcard carries its own QR code

No two households share a code. The code is tied to the exact address it was mailed to. See QR codes.
2

A homeowner scans it

Mailr records the scan — whose card it was, when, and whether it was a phone or a computer — then instantly forwards them to their landing page. That scan appears under QR scans, on the Scan map, and against that campaign.
3

They fill in the form

That’s a Direct lead. It shows up on Leads within seconds and is pushed straight to your CRM.
4

Or they call the number on the card

If the campaign has a tracking number, the call is recorded on the Calls tab and, when it matches a household you mailed, becomes a Call lead.
5

Or they never respond online — and you win the job anyway

When that deal is marked won in your CRM, Mailr matches the job’s address back to the household you mailed. That’s an Indirect result, and its revenue lands under Deals won, Revenue and ROAS.

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The three models

The attribution selector on the tracking dashboard switches between them:
  • Direct (landing-page form) — people who scanned a card and filled in the form on their landing page. Proof they held your card.
  • Indirect (address match) — deals won in your CRM at an address you mailed, even though nobody scanned.
  • Combined attribution — Direct plus Indirect. This is the default, and the right answer to “did the mail work?”
Switching models changes Leads, Deals won, Revenue, ROAS and every cost-per figure. It never changes scan numbers.

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How address matching works

When a deal is marked won in your CRM, Mailr looks for a card mailed to that address and credits it under three rules:
  • Your attribution window. A won deal is credited to mail sent to that address inside the window you picked when you connected your CRM — 30, 60, 90, 180, or 365 days. Older mail doesn’t get the credit. See the integrations overview.
  • Last touch wins. If you mailed the same address more than once, the most recent mailing before the deal takes the credit.
  • Unit numbers are ignored. Matching is deliberately generous, so “123 Main St” and “123 Main St Unit 4” are treated as the same household. It’s better to credit a household you really did mail than to miss the match on a formatting difference.
Won deals are also de-duplicated, so re-syncing your CRM never counts the same deal twice.

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What needs a CRM connection

Scans, scan rate and landing-page form leads work with nothing connected. Deals won, Revenue and ROAS need a connected CRM, because “won” is a fact that lives in your system, not in Mailr. Until you connect one, those tiles stay at zero. Once connected there’s nothing to configure — the Automations page confirms it with “Tracking syncs automatically from [CRM]”: new leads and won-deal revenue are matched back to the campaign that mailed each address. If your CRM isn’t natively supported, Zapier is the fallback. See Integrations.

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What attribution can and can’t tell you

Direct results are close to proof: someone scanned the code printed on their own card and typed in their details. There is no other way to reach that page. Indirect results are a strong, honest inference, not proof. Real homeowners don’t behave tidily — a neighbour may photograph the card and call your main line instead of scanning, a spouse may search your name on Google a month later, or someone may keep the card on the fridge until spring. None of that leaves a scan. Address matching is what catches those wins: if you mailed 123 Main St and 123 Main St becomes a won job inside your attribution window, the mail gets the credit. That also means the number can be generous in the other direction. If a household was already going to call you, or found you through another channel, an address match still credits the mail. Treat Indirect as “mail was in the mix here”, not “mail was the only reason”.
Mailr doesn’t guarantee results, and attribution figures are informational — they can be incomplete. The most reliable read is the trend: compare Combined across campaigns and months rather than reading any single deal as a verdict.
Two practical habits make the numbers better. Connect your CRM — without it you’re only ever seeing the people who scanned. And let campaigns finish landing before judging them; scans and calls arrive over weeks, and won deals arrive over months.

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Next steps

Tracking dashboard

Where every attributed number appears.

Leads

Direct, call and CRM-matched leads in one list.

Integrations

Connect the CRM that powers deals and revenue.

Call tracking

Credit the people who call instead of scanning.