Attribution keys — utm parameters, gclid, fbclid, wbraid, gbraid, campaign and ad ids, form ids, landing page and referrer — are pulled out of the field bag into their own block rather than treated as something the lead answered. When no explicit source is present, the platform infers one; and a source of plain 'google' alongside a Google click id is corrected to Google Ads.
Also called: google ads or organic · attribution · which ad produced this lead · utm tracking
- 1gclid, wbraid or gbraid means a paid Google click, full stop
- 2fbclid means a Facebook click
- 3A Google referrer with no click id means organic Google; a Bing referrer means Bing
- 4An explicit utm_source always wins — inference only fills silence
Ad spend could not be answered for, because a lead whose source field arrived empty showed up as unattributed even when the click that produced it was fully identified. The click identifiers and the referrer now settle it: a Google click identifier means Google Ads, a Facebook one means Facebook. That also separates paid Google from organic Google, which is the distinction that makes an ad budget answerable — a Google referrer carrying a click identifier is unambiguously the paid channel.
- Paid and organic traffic collapsed into one label
- Attribution data mixed in with the customer's answers
- Leads with no source at all
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