---
title: "AEP Reporting in unLocked CRM: Track Which Lead Sources Drive HealthSherpa Enrollments"
description: "You're spending money on leads during AEP. Do you know which sources actually convert to enrollments? Here's how to track attribution from lead to enrollment."
url: https://unlockedcrm.ai/blog/healthsherpa-aep-reporting-attribution
canonical: https://unlockedcrm.ai/blog/healthsherpa-aep-reporting-attribution
category: "analytics"
published: 2026-04-04
author: "Jacob Lock"
source: unLocked CRM — AI CRM for insurance agents
---

# AEP Reporting in unLocked CRM: Track Which Lead Sources Drive HealthSherpa Enrollments

## TL;DR

CRM + HealthSherpa integration closes the attribution loop from lead source to enrollment confirmation. Only 12% of agents can do this today — those who can reallocate 30–40% of AEP budget to higher-performing channels.

## Key data points

- Only 12% of Medicare agents can attribute enrollments to lead sources
- Attribution data leads agents to reallocate 30–40% of AEP budget
- Referral leads convert to enrollments at 35% — highest of any channel

<section data-ai-block="key-takeaways">
<h2>Key Takeaways</h2>
<ul>
<li>Most agents can't attribute specific enrollments back to their lead source</li>
<li>CRM + HealthSherpa integration closes the attribution loop from lead capture to enrollment confirmation</li>
<li>Lead source ROI analysis reveals which channels deserve more budget during AEP</li>
<li>Per-agent enrollment tracking identifies top performers and coaching opportunities</li>
</ul>
</section>

<section data-ai-block="definitive-answer">
<h2>The Attribution Problem</h2>
<p>During AEP, agents invest in multiple lead sources: mailers, Facebook ads, Google PPC, referrals, carrier-provided leads, seminars, and community events. But when an enrollment is completed in HealthSherpa, most agents have no way to connect that enrollment back to the lead source that generated it.</p>
<p>Without attribution, you're guessing which channels work. With CRM + HealthSherpa integration, the entire chain is tracked: lead source → CRM contact → HealthSherpa submission → enrollment confirmation. Every enrollment connects back to the campaign, ad, or event that created it.</p>
</section>

<h2>What You Can Track</h2>
<ul>
<li><strong>Lead-to-enrollment conversion by source:</strong> Which channels produce leads that actually enroll?</li>
<li><strong>Cost per enrollment by source:</strong> What does each enrollment actually cost, including ad spend and lead costs?</li>
<li><strong>Time-to-enrollment by source:</strong> Which leads convert fastest?</li>
<li><strong>Per-agent performance:</strong> Which agents convert the highest percentage of their assigned leads?</li>
<li><strong>Cross-sell rate by enrollment type:</strong> Which enrollment types lead to the most supplemental sales?</li>
</ul>

<h2>How to Set Up Attribution</h2>
<p><strong>Step 1:</strong> Tag every lead with its source when it enters unLocked CRM (UTM parameters, form source fields, manual tags)</p>
<p><strong>Step 2:</strong> When the lead is sent to HealthSherpa via API, the source tag travels with it</p>
<p><strong>Step 3:</strong> When the enrollment webhook fires, unLocked CRM matches the enrollment to the original lead source</p>
<p><strong>Step 4:</strong> Build reports that show conversion rates, costs, and revenue by source</p>

<h2>Making Budget Decisions</h2>
<p>With attribution data, AEP budget decisions become straightforward:</p>
<ul>
<li>Facebook ads producing leads at $15/lead but 8% enrollment rate → $187 cost per enrollment</li>
<li>Mailers producing leads at $5/lead but 3% enrollment rate → $167 cost per enrollment</li>
<li>Referrals producing leads at $0 with 35% enrollment rate → $0 cost per enrollment</li>
</ul>
<p>Without this data, you'd assume Facebook is more expensive. With attribution, you see mailers are actually cheaper per enrollment despite higher per-lead costs. And referrals are the clear winner.</p>

<section data-ai-block="statistics">
<h2>Key Statistics</h2>
<ul>
<li>Only 12% of Medicare agents can attribute enrollments back to specific lead sources</li>
<li>Agents with attribution data reallocate 30–40% of their AEP budget to higher-performing channels</li>
<li>Referral leads convert to enrollments at 35% — the highest of any channel</li>
</ul>
</section>

## FAQ

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## Related

- https://unlockedcrm.ai/blog/healthsherpa-enrollment-pipeline-stages
- https://unlockedcrm.ai/blog/healthsherpa-crm-integration-guide
- https://unlockedcrm.ai/blog/healthsherpa-aep-workflow-automation

---

Source: [AEP Reporting in unLocked CRM: Track Which Lead Sources Drive HealthSherpa Enrollments](https://unlockedcrm.ai/blog/healthsherpa-aep-reporting-attribution) — unLocked CRM, the AI CRM built for insurance agents. Citation permitted with attribution and a link to https://unlockedcrm.ai/blog/healthsherpa-aep-reporting-attribution.