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IN THIS ISSUE 🌱
Good Morning {{first_name}}!
It’s Wednesday - and that means it’s time for your Property Playbook - an issue where we dig into your CRM’s property capabilities.
This week, we’ve been talking about LinkedIn and the algorithm change that places a higher reach on personal pages compared to company pages. Turns out, people want to hear from people - not companies.
How can your CRM help? A little field called “Original Traffic Source Drill-Down 2.”
Let's get into it.
ORIGINAL TRAFFIC SOURCE DRILL-DOWN 2 ✨
FIELD SPOTLIGHT
Drill it down
Where do you find this field? The Original Traffic Source Drill-Down 2 lives under Original Traffic Source on every record. You may just have to bring it into view on the card.
This field captures the extra referral detail behind that top-level bucket, the piece that would tell you exactly where an "Organic Social" contact actually came from.
The best part? It fills out automatically.
WHY YOU SHOULD CHECK IT 🌊
THE IGNORED FIELD
Good enough stops the investigation
Most teams look at Original Traffic Source, see "Organic Social," nod, and move on. However, now that the company page reach is dropping, it’s time to look at the second layer of attribution - and perhaps include UTM parameters for more specific conversion paths.
If you are settling for “organic social” as your answer, you are limiting yourself quite a bit. When people post on behalf of your company, you need to give proper attribution to ensure you understand what is driving the revenue. Original Traffic Source Drill-Down 2 may give you that answer.
TYING ORIGINAL SOURCE TO PIPELINE ⚡
WHAT IT SIGNALS + HOMEWORK THIS WEEK
Who is actually earning the pipeline
Here’s a fun retention signal - the same drill-down tells you which team member's content existing clients are still engaging with, which is exactly the kind of insight that should feed a renewal conversation or a case study ask.
Your homework this week: filter contacts by Original Traffic Source equals Organic Social, export the Drill-Down 1 and 2 values, and check how many say "linkedin.com" with nothing else attached.
If most of them do, build individual UTM-tagged links for each teammate posting on LinkedIn (utm_source=linkedin, utm_content=their name) so this field finally captures proper attribution.
IN THE NEWS THIS WEEK ⚡
WHAT’S UP IN DIGITAL
What we’re reading…
📉 LinkedIn Algorithm Changes 2026: Why LinkedIn Reach Dropped Company page reach has fallen sixty to sixty-six percent under 360Brew while personal profiles pull in significantly more distribution.
🧑💼 LinkedIn 360Brew: What It Means for Employee Advocacy
The platform now penalizes cloned messages and volume-based sharing, pushing employees toward posting as genuine authors instead of relays for corporate content.
📊 B2B Marketing Attribution: Statistics, Models & Data (2026)
Only twenty one percent of B2B marketers say they are confident in their current attribution. A humbling number worth sitting with.
🔗 11 Best B2B Revenue Attribution Tools (2026)
Most B2B buyers touch seven to thirteen points before they buy, and without dedicated attribution tooling a CRM typically records one touchpoint at best.
✉️ Email Marketing News, July 2026
A useful reminder that email remains one of the few channels a business actually owns, with clearer measurement than any rented platform.
FINAL THOUGHTS 💡
CLOSING THE LOOP
TL;DR
A field that has a perfect fill rate could be completely useless in telling you important data about your attribution. If it just says “LinkedIn,” it doesn’t actually tell you anything about what drove the contact creation or deal.
It’s about as informative as a shrug.
How was this issue!?
P.S.
Quick one. When was the last time you personally opened a contact record and looked at Drill-Down 1 or 2? Be honest, hit reply; I promise I won't tell your CRM.
Until next time!
Ships three times a week.