bc-marketing-inbound-leads-attribution-and-acquisition

name: bc-marketing-inbound-leads-attribution-and-acquisition description: Use when implementing or analyzing inbound signups, attribution, and acquisition across marketing FormEntry and auth UserInvite flows; do NOT use for creating leads, staff lead CRUD, CRM sync debugging, or generic student login troubleshooting. requires: - breathecode-staff-api-index - bc-marketing-create-form-entry - bc-marketing-manage-form-entries - bc-marketing-debug-form-entry

Skill: Inbound Leads, Attribution, and Acquisition

When to Use

• Use for end-to-end inbound analysis: attribution fields, acquisition funnel architecture, partner ingestion overview, invite-based signup capture, and referral commercial outcomes.
• Use when the request mixes /v1/marketing/... and /v1/auth/... data sources for a unified inbound picture.
• Do NOT use for creating leads — load bc-marketing-create-form-entry.
• Do NOT use for searching/editing/deleting leads — load bc-marketing-manage-form-entries.
• Do NOT use for debugging storage_status or CRM sync — load bc-marketing-debug-form-entry.
• Do NOT use for generic authentication login/token issues or post-enrollment academic operations.

Concepts

Two inbound channels

• FormEntry (marketing): lead forms, partner apps, ad-platform webhooks (/v1/marketing/...). Create mechanics → create skill.
• UserInvite (auth): waitlist/invite signups with conversion_info (/v1/auth/...).

Attribution fields

• FormEntry: utm_*, gclid (v1), ppc_tracking_id (v2), referral_key, custom_fields.
• UserInvite: conversion_info (not a fixed schema — UTMs, landing paths, internal CTA labels, vendor ids).
• Why custom_fields exists (capture rationale) → bc-marketing-create-form-entry. Decoding numeric keys (ActiveCampaign) → below.

Lead generation apps (overview)

• LeadGenerationApp stores per-partner defaults (utm_*, location, language, tags, automations, academy).
• app/lead merges defaults then overwrites with request body. Full create workflow → create skill.

Referrals vs affiliate outcomes

• FormEntry.referral_key = lead-level referrer marker at capture time (set via create skill).
• Coupon/commission payouts are tracked later in /v1/commission/... — not the same as referral_key.

Unified inbound "Leads" list (merge pattern, not one API)

• Combine marketing FormEntry with UserInvite for the same academy.
• Include UserInvite only when author is null (self-serve capture). Exclude staff-created invites (author set).
• Dedup: same email may appear in both sources — define rules (email + date window).
• API gap: GET /v1/auth/academy/user/invite may not expose author in JSON — extend serializer or merge in a backend job to filter client-side.

Acquisition funnel architecture

Monitoring report source_type values (see bc-monitoring-read-report-acquisition):

Drill down from acquisition report to lead detail → manage skill (GET /v1/marketing/academy/lead/<id>).

Example conversion_info payloads

Shape A — product CTAs + referrer URL:

{
  "user_agent": "Mozilla/5.0 ...",
  "landing_url": "/signup",
  "utm_referrer": "https://learn.learnpack.co/?error=google-user-not-found",
  "conversion_url": "https://learn.learnpack.co/signup",
  "internal_cta_content": "learnpack-signup",
  "internal_cta_placement": "signup-form"
}

Shape B — UTM dimensions + campaign ids:

{
  "utm_term": "120225055241440575",
  "utm_medium": "ppc",
  "utm_source": "brevo",
  "landing_url": "/beyondtheresume",
  "utm_content": "120225059437650575",
  "utm_campaign": "120225055241360575",
  "conversion_url": "/es/bootcamp/change-your-career-in-15-days-self-paced"
}

Example FormEntry.custom_fields payload

{
  "4": "1650742692601910",
  "5": "facebook_form_3538488439623664",
  "7": "120208243666950073",
  "8": "PR+q3Czf(p$285[W($4(bK(c",
  "9": "ppc",
  "16": "barcelona-spain",
  "65": "+34639709613",
  "70": "120241983817670073",
  "103": "0.075",
  "104": "MEDIO"
}

Decoding numeric keys (ActiveCampaign only): maps ActiveCampaign custom field id strings to internal slugs. Other CRMs and raw partner payloads keep opaque key/value shapes.

• Contact-level examples: referral_key, gclid.
• Deal-level examples: gclid → "4", utm_url → "5", utm_campaign → "7", utm_source → "8", utm_medium → "9", utm_location → "16", Deal_Phone → "65", utm_content → "70", referral_key → "34".
• FormEntryBigSerializer inverts deal mappings on read where applicable — slug keys instead of numeric ids.
• Unmapped keys (e.g. "103", "104") stay opaque.
• Brevo uses its own field map (AC_MAPS) — separate from ActiveCampaign decoding.

Workflow

1. Capture → bc-marketing-create-form-entry for POST /v1|v2/marketing/lead*, app/lead, staff POST, bulk CSV. Use POST /v1/auth/subscribe/ for invite/waitlist capture.

2. Store attribution at write time. Populate utm_*, referral_key, custom_fields (FormEntry) or conversion_info (UserInvite).

3. Partner-safe ingestion. Prefer app/lead with app_id for external integrations (defaults enforced per LeadGenerationApp).

4. Staff read/edit → bc-marketing-manage-form-entries for GET/PUT/DELETE /v1/marketing/academy/lead, process, won list. Use start/end date filters (not started_at/ended_at).

5. CRM sync failed or lead stuck → bc-marketing-debug-form-entry.

6. Webhook subscriptions for n8n/Zapier → create skill + HOOKS_MANAGEMENT.md (form_entry.added, form_entry.changed, form_entry.won_or_lost, form_entry.new_deal).

7. Merged Leads view. Combine GET /v1/marketing/academy/lead with self-serve UserInvite rows (author null). Apply dedup. Load manage skill for FormEntry reads.

8. Acquisition analytics. GET /v1/monitoring/report/acquisition* (monitoring skill). Cross-academy lead reads: GET /v1/marketing/lead/all, GET /v1/marketing/report/lead.

9. Referral payouts. Check commission endpoints separately from referral_key capture markers.

Endpoints

Auth signup capture

Example request — subscribe

{
  "email": "lucia@example.com",
  "first_name": "Lucia",
  "last_name": "Mendez",
  "academy": "barcelona",
  "course": "full-stack-pt",
  "has_marketing_consent": true,
  "conversion_info": {
    "landing_url": "/signup",
    "utm_referrer": "https://learn.learnpack.co/signup",
    "conversion_url": "https://learn.learnpack.co/signup",
    "internal_cta_content": "learnpack-signup"
  }
}

Marketing reads (attribution / reporting — not CRUD)

Staff lead CRUD (GET/PUT/DELETE /academy/lead, process, won list) → manage skill.

Lead create (POST /lead*, app/lead, bulk upload) → create skill.

Acquisition webhooks (intake sources)

Referral and affiliate outcomes (commercial layer)

Edge Cases

• Development URL safeguard: public lead create ignores utm_url with localhost/gitpod (create skill).
• App credential mismatch: app/lead fails without valid app_id (create skill).
• Default merge: partner defaults applied first; request body overwrites (create skill).
• Invite list default status: omits status → pending-only behavior in view.
• Invite stats cache: use clean_cache=true on stats endpoint.
• v2 tracking: v2 expects ppc_tracking_id; legacy gclid alone may break attribution intent.
• Merged Leads + author: serializer may not expose author — see Concepts.
• AC webhook ≠ intake: AC webhook is reverse deal sync, not a new-lead intake path like Facebook.
• Referrals are multi-layered: referral_key at capture vs commission payouts later.

Checklist

1. Identified inbound channel (FormEntry vs UserInvite vs event check-in).
2. Delegated create to create skill; CRUD to manage skill; CRM debug to debug skill.
3. Included attribution payload (utm_*, custom_fields, referral_key, or conversion_info).
4. Used Academy header on all /academy/ routes.
5. Planned merged Leads view with self-serve invites only and dedup rules.
6. Used acquisition monitoring skill for funnel analysis; manage skill for lead drill-down.
7. Separated referral_key capture from commission payout verification.