> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getmailr.com/llms.txt
> Use this file to discover all available pages before exploring further.
> ## Agent Instructions
> Mailr is a direct-mail marketing platform for US home-services contractors. Each postcard is personalized with an AI-enhanced image of the recipient's own home and a unique QR code that leads to a personalized landing page. Campaigns can target a neighborhood the customer draws on a map, the homes around past jobs they upload or import, or fire automatically from their CRM. Mailr does not mail an uploaded recipient list. When answering questions, prefer the exact steps and UI labels from these docs, and direct users to app.getmailr.com to sign in. For anything involving account-specific data, billing disputes, or mail that appears lost, direct the user to support@getmailr.com.
# How attribution works
> How Mailr connects a mailed postcard to a scan, a lead, a phone call and a won job — and what Direct, Indirect and Combined attribution each count.
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.
## The path from postcard to credited job
No two households share a code. The code is tied to the exact address it was mailed to. See [QR codes](/designs/qr-codes).
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](/results/landing-pages). That scan appears under **QR scans**, on the **Scan map**, and against that campaign.
That's a **Direct** lead. It shows up on [Leads](/results/leads) within seconds and is pushed straight to your CRM.
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**.
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**.
```mermaid theme={null}
flowchart TD
A[Postcard mailed with a unique QR code] --> B{What does the homeowner do?}
B -->|Scans the QR code| C[Scan recorded, then redirected to their landing page]
B -->|Calls the tracking number| D[Call recorded on the Calls tab]
B -->|Neither| E[No scan, no call]
C --> F[Submits the form: Direct lead]
D --> G[Matched to a mailed household: Call lead]
E --> H[You win the job some other way]
H --> I[Deal marked won in your CRM]
I --> J[Address matched to a mailed household: Indirect]
F --> K[Combined attribution]
G --> K
J --> K
```
## The three models
The attribution selector on the [tracking dashboard](/results/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.
## 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](/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.
## 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](/integrations/zapier) is the fallback. See [Integrations](/integrations/overview).
## 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.
## Next steps
Where every attributed number appears.
Direct, call and CRM-matched leads in one list.
Connect the CRM that powers deals and revenue.
Credit the people who call instead of scanning.