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Attribution

Attribution labels record where a lead came from. You create labels such as "Google Ads", "Trade Show London" or "Partner Referral", and attach them to leads so you can tell which channels actually produce business.

The useful part is that a lead can carry several labels, each with its own date, so you get the whole path a lead took rather than only the last thing that touched it.

Where to find it: Go to Settings, then Attribution (under Data & Tracking).

Who can use this: Admins and Partnerships team members can create and rename labels. Only admins can delete them.

Create a label

  1. Click Create.

  2. Type the name.

  3. Click Add attribution.

That is the whole setup. Labels have no other configuration, which is why it is worth agreeing naming with your team first: "LinkedIn", "LinkedIn Ads" and "Linkedin" will all coexist happily and split your reporting three ways.

Rename and delete

  • Rename: click the name in the list and type. A Save bar appears at the top; click Save to keep the change or Cancel to discard it. Renaming updates the label everywhere it is already used.

  • Delete: click the bin icon. Admins only, and it cannot be undone.

Renaming is almost always better than deleting. A rename keeps your history intact; a delete takes the label off the leads that carried it.

Tagging a lead

Open a lead and use the Attribution selector in its sidebar. Labels already on the lead are removed from the list, so you cannot add the same one twice.

Once a lead has at least one label, an Attribution tab appears on the lead showing the full list. Each entry has:

  • A date, which you can edit. Set it to when the touch actually happened rather than when you recorded it.

  • Remove, to take that one label off.

This is what makes attribution worth doing properly. A lead that saw a LinkedIn ad in January, came to a webinar in March and was finally referred by a partner in April can carry all three, dated, instead of pretending it came from one place.

Attaching attribution to a form

Rather than tagging by hand, put the label on the form. Every lead that form produces is labelled automatically.

In Settings, then Forms, open a form and use Lead Source Tracking to add one or more attribution labels.

This is the highest-value use of the feature. A separate embedded form per landing page, each with its own label, tells you which page converts without anybody remembering to tag anything. See Embeddable Forms and Forms.

What partners see

Attribution is shared with partners when you send them a lead. They see the label, so it is worth writing names that make sense outside your own team.

"Q3 Paid Social Test B" makes sense to you. "LinkedIn" makes sense to your partner.

Troubleshooting

I cannot see the bin icon

Only admins can delete attribution labels. Partnerships team members can create and rename them.

A label is missing from the lead selector

It is already on that lead. Check the Attribution tab.

My rename did not stick

Renames are held until you click Save in the bar at the top. Navigating away discards them.

Leads from a form are arriving untagged

Check Lead Source Tracking is set on that specific form. It is per form, not per account.

We have three labels for the same thing

Rename the duplicates to the name you want to keep, then delete the ones left over. Renaming first preserves the leads already tagged with them.

Good to know

  • Agree a naming convention before you create labels. There is no merge, so cleaning up later means renaming lead by lead.

  • Keep the list short. Ten labels you use beat forty you do not.

  • Set labels on forms rather than tagging by hand wherever you can.

  • Edit the date on an attribution entry so the timeline reflects reality rather than data entry.

Good examples

  • Online: "Google Ads", "LinkedIn", "Email Campaign", "Website Form"

  • Events: "Trade Show London", "Webinar Series", "Conference 2026"

  • Referrals: "Partner Referral", "Customer Referral", "Word of Mouth"

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