Reporting · 2 min read
Lead Sources and Attribution
Attribution tells you where each contact came from, so you can see which channels and campaigns bring in leads and sales.
First and latest attribution
Each contact keeps two records:
- First attribution: their very first tracked interaction, such as the first form they filled out. It never changes.
- Latest attribution: their most recent tracked interaction, such as the visit where they bought. It updates each time.
Comparing the two shows how people find you and what gets them to act.
Where to find it
- On a contact, open the Attribution section in the contact details.
- In Reporting > Attribution, see leads and revenue by source.
Source types
- Paid search: ads on Google and other search engines.
- Paid social: ads on Facebook, Instagram, and other social networks.
- Organic search: unpaid search results.
- Social media: unpaid social posts and profiles.
- Referral: links from other websites.
- Direct traffic: typed your URL or used a bookmark.
- CRM UI: added by hand in FunnelStreams.
- Third party: added through an integration or the API.
- Other: anything that doesn't fit above.
What records attribution
Attribution is saved when someone takes a tracked action, such as:
- Submitting a form or survey
- Booking an appointment
- Starting a chat
- Making a purchase through a funnel or website
How the source is decided
FunnelStreams looks at the visit's UTM parameters, ad click IDs (such as gclid or fbclid), and the referring site. UTM parameters take priority, so tag your links consistently.
Fix attribution issues
- Everything shows as direct: add UTM parameters to your ads, emails, and social links.
- Ad leads missing: check your ad account connections and tracking templates.
- External site leads missing: install the external tracking script.