Understand Attribution Sources

Attribution tells you where your leads and customers actually came from.

First vs. latest attribution

• First attribution — the very first interaction.
• Latest attribution — the most recent, which can differ from the first.

Attribution source categories

Paid search, paid social, direct traffic, organic search, social referrals, other external referrals, other channels (calls, SMS, email), manual entries, third-party integrations.

What actually gets tracked

Only recorded when someone completes a real action — a form, a booking, a chat conversation, an order form. Just visiting a page doesn't create a record.

UTM parameters matter

Case-sensitive; must match the expected format exactly (e.g. utm_source=adwords).

Why this matters

Attribution data shows up right on the contact record.