Understand Lead Sources and UTM Tags
Lead source and UTM values help attribute a visit or inquiry to a channel, campaign, or link when those values were present.
Where to find it: Admin → Analytics and the contact record
What to do
- Use consistent UTM source, medium, and campaign values on marketing links.
- Open the contact or journey and find the first-touch and available conversion context.
- Compare the values with the campaign and page used.
- Keep naming consistent across future links.
Good to know
- Direct visits, privacy controls, link forwarding, and repeat visits can leave attribution incomplete.
- UTM tags describe the link; they do not independently prove the channel caused the conversion.
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