Gift Tracking & Attribution

Set up event tracking and response attribution for outbound gift campaigns. This fundamental configures the PostHog event taxonomy and attribution logic that connects a gift send to downstream outcomes (meeting booked, email reply, deal created).

Event Taxonomy

Define these PostHog events for gift campaign tracking:

Send Events

• gift_sent — A gift was sent to a prospect
  • Properties: contact_id, campaign_id, gift_type (physical|egift|book|swag), gift_value, platform (sendoso|tremendous|reachdesk|giftsenda), variant_id, signal_type
• gift_delivered — Platform confirms delivery
  • Properties: contact_id, campaign_id, gift_type, days_to_deliver, platform
• gift_failed — Delivery failed (returned, bad address, etc.)
  • Properties: contact_id, campaign_id, failure_reason, platform

Response Events

• gift_response — Any response attributed to a gift
  • Properties: contact_id, campaign_id, response_type (email_reply|meeting_booked|linkedin_reply|phone_call|url_visit), days_since_delivery, gift_type, gift_value
• gift_meeting_booked — Meeting specifically attributed to a gift
  • Properties: contact_id, campaign_id, gift_type, days_since_delivery, meeting_source (direct|follow_up_email|follow_up_linkedin)
• gift_url_visited — Prospect visited the personalized tracking URL
  • Properties: contact_id, campaign_id, variant_id

Pipeline Events

• gift_deal_created — Deal in CRM attributed to a gift campaign
  • Properties: contact_id, campaign_id, deal_value, days_since_gift

Attribution Window

A response is attributed to a gift if it occurs within 30 days of confirmed delivery. For physical gifts, the attribution clock starts at delivery confirmation; for eGifts, it starts at send time (instant delivery).

Tracking URL Setup

For each gift recipient, generate a personalized tracking URL:

https://{{your_domain}}/gift?ref={{contact_id}}&c={{campaign_id}}&v={{variant_id}}

This URL should:

1. Fire a PostHog gift_url_visited event with the contact_id, campaign_id, and variant_id
2. Redirect to your booking page (Cal.com) or landing page

Implement via a lightweight redirect handler (Vercel edge function, Cloudflare Worker, or n8n webhook).

PostHog Configuration

Create Event Definitions

Use the PostHog MCP or API to define each event with its properties:

POST https://app.posthog.com/api/projects/{{project_id}}/event_definitions/
Authorization: Bearer {{POSTHOG_API_KEY}}
Content-Type: application/json

{
  "name": "gift_sent",
  "description": "A gift was sent to a prospect via an outbound gift campaign"
}

Repeat for each event in the taxonomy above.

Create Attribution Dashboard

Use posthog-dashboards fundamental to create a dashboard with:

• Gift send volume (daily/weekly trend)
• Delivery success rate
• Response rate by gift type
• Response rate by signal type
• Cost per response
• Cost per meeting
• Pipeline attributed to gifts

CRM Sync

After tracking events in PostHog, sync key status updates back to the CRM (Attio) using the attio-contacts fundamental:

• Update contact record with gift_sent_date, gift_type, gift_status, gift_response_date, gift_response_type
• Log each gift as a note on the contact timeline

Error Handling

• If a gift delivery webhook arrives but the contact_id is unknown in PostHog, log the event with a contact_unknown flag and alert for investigation
• If attribution window passes with no response, fire a gift_no_response event for funnel analysis
• If multiple gifts are sent to the same contact, attribute responses to the most recent delivered gift