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Set up conversion attribution by designing it into the page, not bolting it on: three primitives from the reference-repo template — a user-journey trace on the lead form, a dual contact form, and pillar-level conversion tracking — let every conversion trace back to the pillar that drove it. On a shared PostHog account, scope which events you own with Pi first (and record the boundary to /memory/posthog.md) before changing anything. Turn on the per-pillar funnels from the PostHog dashboard setup. The goal is to answer one question per pillar — did it produce enquiries, sign-ups, or paid conversions (Part 1 §1.10 Attribution) — which you then validate in the performance review.

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The three primitives

All three come from the reference-repo template:
  1. A user-journey trace on the lead form, which captures where the visitor came from (referrer or utm_source, and the landing page) together with the form submission, so a lead carries its own provenance.
  2. A dual contact form, offering both “contact” and “get free consultation,” so you capture two intent levels rather than one.
  3. Pillar-level conversion tracking, the per-pillar funnels from 2.6.1, so conversion is attributable to /blog, /uses, and /features separately, with AI-referred traffic tracked separately again.

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Step 1: Scope which events to own (don’t touch events you didn’t create)

On a PostHog account you already use, decide what you instrument before changing anything, and record the ownership boundary so a later session doesn’t clobber your existing setup: 
Help me think through which events I should set up to get visibility into organic and AI
traffic — don't set anything up yet. Then let's do P1–P4 only. Do NOT override or change
existing ones. Save to memory what I own and what not to touch.
Pi proposes the event set, then, once you give the go-ahead, instruments only those and writes the ownership boundary to /memory/posthog.md.

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Step 2: Wire the on-page primitives

The user-journey trace and the dual contact form live in the landing-page template, so a lead arrives already tagged with its source and the pillar that produced it.
❓ [needs Raymond: confirm exactly where the user-journey trace and the dual contact form are configured — are they shipped in the landing-page pillar template / reference repo automatically, or added per-site by hand? And is the trace captured as PostHog event properties, hidden form fields, or utm parameters?]

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Step 3: Turn on pillar-level conversion tracking

This is the per-pillar funnels from the dashboard setup. Provision them (or confirm they exist) via 2.6.1 PostHog dashboard setup. With them in place, every conversion is attributable to the pillar that drove it, and you can validate impact later in 2.6.3 Performance review.
Why bother: attribution is what makes your performance review credible. It lets you back the review with proof rather than adjectives. Stand it up early so your first review has real conversion evidence, not just rankings.
🎥 Video: Setting up attribution
Back to: 2.6 Analytics & review · Depends on: 2.6.1 PostHog dashboard setup · Next: 2.6.3 Performance review · Theory: 1.10 Attribution