Understanding where your leads come from is essential for improving marketing performance and making better decisions. Attribution helps you identify which channels are driving results so you can focus on what works and optimize what doesn’t.

TABLE OF CONTENTS

What is Attribution?


Attribution tracks the source of each contact based on how they first and most recently interacted with your business. This allows you to:

  • Identify top-performing marketing channels

  • Measure campaign effectiveness

  • Discover growth opportunities

  • Improve conversion strategies

First vs. Latest Attribution


Each contact stores two types of attribution data to give you a complete view of their journey.

  • First Attribution: The first interaction a contact has with your business (e.g., submitting a form)

  • Latest Attribution: The most recent interaction before conversion (e.g., making a purchase)


Key Difference

  • First attribution remains unchanged

  • Latest attribution updates with every new interaction



This example shows how attribution details appear when hovering over a source, including session-level tracking data such as identifiers and channel classification.

Where to Find Attribution Data


Attribution data is stored directly inside each contact record, making it easy to review and analyze lead sources.


To locate it:

  • Open a contact record

  • Navigate to the activity section

  • View attribution details in the bottom-right panel


This view shows where both first and latest attribution appear within the contact profile, including the activity timeline and session source details.


This view displays both first and latest attribution sources within the contact profile.


Hover over the attribution source to see additional tracking details such as session data.

Types of Attribution Sources


Contacts are categorized into specific sources based on how they entered your system.


  • Paid Search: Traffic from search ads

  • Paid Social: Traffic from paid social campaigns


Organic Channels

  • Organic Search: Traffic from search engines (non-paid)

  • Social Media: Traffic from social platforms


Other Traffic Sources

  • Direct Traffic: No identifiable source (e.g., typed URL)

  • Referrals: Traffic from external websites

  • Others: Calls, SMS, emails, messaging platforms



This example shows how a contact appears when attributed to direct traffic, indicating no referring source or tracking parameters were detected.


System-Based Sources

  • CRM UI: Contacts created manually

  • Third-Party: Contacts from integrations or external tools

What Actions Record Attribution?


Attribution is captured when a contact performs specific actions during a session:

  • Form or survey submission

  • Calendar booking

  • Chat interaction (after submitting details)

  • Order form submission


Important


Attribution is only recorded when these actions occur within tracked pages or forms.

How Attribution is Determined


Attribution is assigned using a structured rule system based on:

  • URL parameters (UTMs)

  • Click identifiers

  • Referring domains


Simplified Attribution Logic

  • Paid search identifiers → Paid Search

  • Paid social identifiers → Paid Social

  • Social platform referral → Social Media

  • Search engine referral → Organic Search

  • External website → Referral

  • No source data → Direct Traffic

  • Messaging or communication → Others

  • Manual creation → CRM UI

  • Integration tools → Third-Party

Ad Tracking Setup (Overview)


To accurately track paid campaigns, proper URL tagging is required.


Key Requirements

  • Use consistent tracking parameters

  • Ensure values match exactly (case-sensitive)

  • Apply tracking to landing page URLs


This ensures attribution data is recorded correctly and tied to the right source.

Troubleshooting Attribution Issues


If attribution data is missing or incorrect, review the following:


1. Check URL Formatting

  • Remove extra spaces or typos

  • Ensure parameters are correctly formatted


2. Keep Users on the Same Page

  • Attribution is captured only if submission happens on the same page

  • Avoid redirecting users before form submission


3. Avoid Custom Modifications

  • Do not alter standard tracking formats

  • Changes can break attribution tracking

Frequently Asked Questions


Q: Why is attribution missing for some contacts?

Attribution may not be recorded if the required action was not completed on a tracked page.


Q: Can attribution change over time?

Only the latest attribution updates. First attribution remains fixed.


Q: What does “Direct Traffic” mean?

It means no identifiable source was detected for that visit.


Q: Why is attribution showing as “Others”?

This typically includes communication channels like calls, SMS, or messages.


Q: Can I track attribution from external tools?

Yes, but those contacts will be categorized under third-party sources.

Need More Help?


If you need help understanding attribution or improving tracking accuracy, open the Help Center from your dashboard or contact support for assistance.