Every time someone reaches out through live chat, there’s an opportunity for you to acquire a new customer and drive revenue. But how do you track which chat interactions truly contribute to sales—without tons of manual work or going on your gut?

Our sales chat attribution tracker template can help—by building you an automated system that measures the objective impact of chat on your business. The tracker uses AI to determine if a sales rep has objectively helped move a deal forward, based on consistent criteria that you set yourself. Then it instantly updates your customer relationship manager (CRM) with proper attribution.

To use this template, you must have:

• A paid Zapier account or an active trial
  Learn more about Zapier plans

Why build an automated sales chat attribution tracker?

• Learn which chat interactions drive revenue without manually reviewing them.
• Implement fair, data-driven compensation plans based on actual sales influence.
• Identify top-performing reps who excel at moving prospects through the funnel via chat.

What key features come with the sales chat attribution tracker template?

• AI-powered conversation analysis — Automatically evaluate chat transcripts to determine their contribution to sales using natural language processing.
• Multi-rep attribution — When multiple reps engage with a prospect, objectively identify which team member had the most influence.
• CRM integration — Seamlessly update contact records in HubSpot with attribution data for complete visibility.
• Structured data storage — Log all attribution results in a dedicated Zapier table for easy reporting and analysis.
• Customizable criteria — Define what constitutes a "meaningful" sales conversation based on your specific business needs.
• Modular design — Easily build onto, modify, or customize this workflow to suit your needs.

Who should use the sales chat attribution tracker template?

A sales chat attribution tracker is perfect for:

• Sales managers — Fairly distribute commissions based on objective data rather than assumptions.
• Revenue operations teams — Implement a consistent attribution model that connects chat interactions to your sales pipeline.
• Marketing teams — Track which messaging drives meaningful sales conversations through chat channels.
• Sales representatives — Receive fair credit for chat interactions that contribute to eventual sales.
• Customer success teams — Identify upsell opportunities that come from support channels.
• eCommerce businesses — Track how pre-purchase chat support influences buying decisions.
• SaaS companies — Monitor how chat interactions influence subscription upgrades.

How does this template work?

This template builds an automated system to evaluate and track sales attribution for chat conversations. Here's how:

• When a chat conversation ends, the system receives the complete transcript and metadata through a webhook.
• The system filters out conversations that aren't tied to an email address. That way, it can accurately match each chat interaction to the correct customer profile in your CRM.
• AI analyzes the transcript, extracting key information like ticket details, participating representatives, and number of responses.
• To prevent duplicate entries, the system checks if the conversation is already being tracked.
• AI evaluates whether meaningful two-way communication occurred. While ignoring automated bot messages, the AI:

• Distinguishes between support questions and sales-related inquiries
• Analyzes discussion of pricing, features, or plan upgrades
• Evaluates if the rep addressed specific customer needs or questions

• If multiple reps engaged in a chat, the AI determines which representative had the most significant affect on moving the deal forward.
• The system creates a new record in a dedicated table with complete attribution details, including conversation ID, influential rep, and reasoning.
• The customer's contact record in HubSpot is updated with attribution information, linking the chat interaction to the customer journey.
• If the conversation resulted in a marketing qualified lead, this status is tracked and associated with the influential representative.

Preview the sales chat attribution tracker template

Setup instructions are in the canvas that comes with your template, which you can preview right here. Just click and drag to move around the canvas and pinch to zoom.