Track sources and channel attribution

Attribution answers a question most teams guess at: which of the things we do actually produces revenue? It works because the source is captured automatically at the moment of arrival rather than reconstructed later.

Who this is for

Marketing, growth, and anyone deciding where to spend.

Before you start

• Capture routes actually in use — forms, booking pages, chat, webhooks.
• A little time. Attribution needs enough closed deals to say anything.

The first touch is preserved
When someone fills in a second form or starts another chat, the original source is not overwritten. That matters because the last thing someone did before converting is usually the least interesting — it is often your own website. Preserving the first touch is what lets you credit the channel that actually found them.

Use attribution

1. Let capture do the tagging
   Leads from forms, booking pages, chat, webhooks, integrations, imports, the API and partner referral links all arrive with their source recorded. No one has to remember.
2. Only pick a source manually for manual entry
   Reps choose a source when they enter a lead by hand. Everything else is captured, so a manually chosen source on an automatic lead is a sign something is misconfigured.
3. Read source against outcome, not volume
   The channel producing the most leads is often not the one producing the most revenue. Judge sources by closed deals.
4. Give it enough time
   Attribution needs closed deals to be meaningful. Judging a channel on two weeks of leads tells you about volume, not value.
5. Act on it
   The output is a spending decision. If a channel produces volume and no revenue, that is the finding.

What you get

• Source, medium and campaign on every lead automatically.
• The first touch preserved rather than overwritten.
• Channel judged by revenue rather than lead count.
• An evidence base for where to spend.

Frequently asked questions

Which sources are captured automatically?

Embedded and connected website forms, public booking pages, live chat including connected chat providers, inbound webhooks and integrations, CSV imports, the API, and partner referral links.

Why is the first touch preserved rather than the most recent?

Because the last thing before converting is usually your own website, which tells you nothing about what found the person. First touch credits the channel that actually did.

When do reps pick a source by hand?

Only when entering a lead manually. If manually-set sources appear on leads that arrived automatically, something is misconfigured.

How long before attribution means something?

Long enough to have closed deals attributed. Before that you are reading lead volume, which is a different and much less useful question.