How to Track Where Your Leads Really Come From

"How did you hear about us?" is a start, but memory is unreliable. Proper attribution shows which channels actually earn leads.

Combine the signals

Use GA4 conversions, UTM-tagged links, and a "how did you find us?" field on your forms. Together they triangulate the truth.

Capture source at the form

Pass the traffic source into a hidden form field so every lead arrives with its origin attached.

Respect the messy reality

Most buyers touch several channels before converting. Look at which channels assist, not just the last click.

Use it to spend smarter

Once you know what earns leads, you can shift budget toward it and stop funding what does not.

Want lead attribution set up properly? Start with a free audit.