Lead source attribution

Lead source attribution shows where each contact came from, so you can see which marketing channels bring in customers.

Every contact has two attribution records. First attribution is their first recorded interaction with your business, such as a form submission, and it never changes. Latest attribution is their most recent interaction, such as a purchase, and it updates with each new one. To see both, open a contact record and look in the bottom-right panel of the activity section.

Contacts are grouped by source:

• Paid search and paid social
• Organic search and social media
• Direct traffic, where no source was detected
• Referrals from other websites
• Others, such as calls, SMS, email and messaging
• CRM UI for contacts added manually, and third-party for contacts from integrations

Attribution is recorded when someone submits a form or survey, books a calendar appointment, shares their details in chat or submits an order form on a tracked page. The source is worked out from UTM parameters, click identifiers and referring domains.

A few habits keep your data accurate. Use consistent UTM parameters on your landing page URLs, and remember that they are case-sensitive. For Facebook ads, add UTM parameters in the ad's tracking section, not in the destination URL. Give every campaign, ad set and ad its own name, with no special characters or emojis. If you need to change a campaign, create a new one instead of renaming it, because renaming can break attribution. Keep the form on the page where visitors land, because sending them to another page before they submit can lose the source.