Acquisition & Source Insights
What this page is — where leads come from, broken down by source, channel and campaign.
What it is for — deciding where the marketing budget should go.
The problem it solves — "which channel is worth the money". Its honesty depends entirely on whether the source is actually recorded on each lead, and two common ways of creating leads do not record it — so this page starts by telling you how to spot that gap.
Route: /org/analytics/lead?tab=acquisition · Permission: Acquisition & Source Insights
1. What it measures
| Dimension | From |
|---|---|
| Source | The lead's source — see lead sources |
| Source category | The source's category |
| Campaign | The lead's UTM fields — free text, per lead |
| First / last touch | first_touch_source, last_touch_source — also free text |
2. Attribution is only as good as the source coverage
A source is optional on a lead and nothing fills it in. Two paths commonly omit it:
- the CSV import, which cannot set a source at all — it reads only name, email, phone and company
- API and webhook callers that do not send one
Those leads exist in every total and attribute to nothing here. If the numbers on this page add up to noticeably less than your lead count, that is the gap.
Fix retrospectively with bulk update, which can set a source across a selection.
utm_source, utm_medium, utm_campaign, utm_term and utm_content are stored as sent. Google,
google and google-ads are three different campaigns as far as any grouping is concerned. Agree a
convention with whoever builds your landing pages.
3. The admin contract
| Needs | Or |
|---|---|
| Sources configured and set on leads | Nothing to attribute |
| Source categories | No channel-level roll-up |
| A UTM naming convention | Campaign grouping fragments |
4. Downstream
Nothing reads this report; it is a leaf. Its value depends entirely on the discipline of whatever records the source and the UTM fields on each lead.
5. Don't confuse this with…
| This | Not this |
|---|---|
| Source — configured | UTM campaign — free text per lead |
| Source | first_touch_source, a separate free-text field |
| This report | Pipeline Health, which is about progression not origin |
6. Troubleshooting
| Symptom | Cause |
|---|---|
| Totals lower than the lead count | Leads with no source. Section 2 |
| Imported leads attribute to nothing | The import cannot set a source. Section 2 |
| One campaign appears several times | UTM case and spelling vary. Section 2 |
| A source is missing | It has no leads, or is inactive |