Contacts, Leads and Producers
Contacts, Leads and Producers
Breadcrumbs

Contact Report

This document describes the fields present in Guru's contact report, which includes contacts added through sales made¹, displaying contact and address information, registration and sales data. In addition, it provides important tracking information for managing your marketing campaigns.

¹ A sale is created when the customer fills in their name and email in the Guru Checkout or when a sale is received from an external checkout.

On this page:

  • Contact Details

  • Contact and Address Information

  • Registration Data

  • Sales Data

  • Tracking Information

Before you start, you need…

Contact Details

In this section, you have access to the contact's basic data to facilitate customer identification.

Available data includes:

  1. Contact name: displays the customer's full name;

  2. Contact document: displays the customer's identification document number – such as CPF, CNPJ, NIF.

This information facilitates the identification and organization of records in your contact base, allowing for communication personalization. Furthermore, the customer's document is crucial for legal or tax processes.

Contact and Address Information

In this section, you have access to the customer's communication means and physical location, important data for contact base management and direct contact in sending communications.

You can access contact information in contact variables, to check where each of them is available.

Available data includes:

  1. Contact email: displays the customer's email;

  2. Contact address:

    1. Street: displays the contact's street of residence;

    2. Number: displays the contact's door number;

    3. Complement: displays the contact's address complement;

    4. Neighborhood: displays the contact's neighborhood of residence;

    5. City: displays the contact's city of residence;

    6. State: displays the contact's state of residence;

    7. Country: displays the contact's country of residence;

    8. ZIP code: displays the contact's Postal Code;

  3. Contact phone:

    1. Country code: displays the contact's country phone code;

    2. Phone: displays the contact's phone number.

This information is important for your support/sales team, contributing to sending communications via email or phone, and allowing segmentation by geographical location, contributing to personalized service, which can be a differential for your business.

Registration Data

In this section, you have access to the customer's registration creation and update history on the platform, allowing you to know when the contact was included in the database and when their information was last modified.

Available data includes:

  1. Created on: the date and time the contact was registered in Guru;

  2. Updated on: the date and time of the contact's last update in Guru.

This data is important for understanding the customer relationship duration and better managing the quality of your database, identifying any need for re-engagement and ensuring that segmentation information is always accurate.

Sales Data

In this section, you have access to the contact's financial conversion metrics, allowing you to analyze their total and detailed value and monitor customer performance over time.

Available data includes:

  1. Last sale date: displays the date of the last approved purchase made by the contact - important for monitoring contact activity;

  2. Approved sales: displays the total number of approved sales for this contact - helps measure purchase frequency, monitoring customer loyalty;

  3. Total sale: displays the total gross amount paid by the customer - total value generated before costs;

  4. Total affiliate: displays the amount paid in commissions to affiliates for contact sales - important for evaluating the performance and cost of each affiliate and the value generated through this partnership;

  5. Net total: displays the net total to be received from the contact, i.e., deducting affiliate commissions and marketplace fees - helps calculate return on investment and ensure profitability.

This data allows identifying key sales indicators, monitoring customer purchase frequency, inactive customers (last sale), and value generated per contact at each stage.

The combined analysis of this information is crucial for segmenting the contact base by profitability and inactivity risk, directing your campaigns where real financial return is maximized.

Tracking Information

In this section, you visualize the journey and traffic origin using UTM parameters to understand which campaigns, media, and content brought the customer to your database.

UTMs

In this topic, you will find the description of UTM parameters and the importance of each one for your business. These variables help measure and attribute the performance of each marketing strategy.

Important: information about UTM parameters is not generated automatically; you need to add them manually or through tools to each URL you use in your marketing campaigns.

Field

Description

Importance for your business

lead utm_campaign

Displays the name of the marketing campaign that brought the contact (e.g., product_x_launch).

Track the success of specific campaigns, allowing comparison of the performance of different marketing initiatives.

lead utm_medium

Displays the marketing channel used by the customer (e.g., email, social, cost per click, organic).

Evaluate the performance of each traffic channel, helping to direct the budget to the one with the highest return.

lead utm_term

Displays the search term or keyword that led to the conversion (usually used in paid searches).

Understand which keywords (in search ads) are most profitable.

lead utm_content

Displays the specific content that was clicked or that the customer searched for (e.g., banner name, ad variation, or specific link).

Differentiate and test the effectiveness of different creatives, call-to-action buttons (CTAs), or versions of the same ad.

Access and learn how to use the checkout tracking parameters.

Capture

In this topic, you will find a description of the customer journey with essential data for managing and optimizing marketing campaigns.

Field

Description

Importance for your business

First Capture

Displays the full URL (link) where the contact's first conversion/registration occurred, initiating their formal record in the contact database.

Identify the first landing page that generated customer interest.

First Origin

Indicates where the customer came from the first time they interacted with your business (e.g., ad, organic search, email). This information shows the entry point into the sales funnel.

Measure the effectiveness of channels in attracting leads and define the initial acquisition cost.

First Capture Date

Records the day the customer had their first contact with you. It is the initial registration date, regardless of when the sale was completed.

Calculate the average acquisition time (days between lead and purchase) and plan relationship sequences.

Last Capture

it is the URL of the last interaction the customer had with your business before finalizing the purchase.

Understand what the last point of contact in your structure was (e.g., final sales page, checkout) before conversion. It is important because the first interaction is not always the one that generates the sale.

Last Origin

Displays the traffic source that led to the final purchase. Reveals which marketing action was most decisive for conversion.

Optimize campaigns, focusing investment on sources that demonstrably generate sales (last interaction attribution).

Last Capture Date

Indicates the exact day of the last interaction the customer had with your business before the purchase.

Analyze the temporal proximity between the last interaction and the completion of the purchase.

Tracking information is essential for managing marketing campaigns and strategies. With it, you can track which channels and campaigns are generating the most qualified leads and sales, directing investment more effectively.

More Resources