Quick Answer
Where can you look up form attribution?
Go to Sites → Forms → Submissions, find and open the submission, then review its attribution fields such as source, referrer, page URL, and UTM values. You can also open the contact record and check the Activity area when you want to review attribution as part of the contact's broader history.
Understanding Where Your Leads Are Coming From
You may be collecting leads, but knowing where they came from helps you understand what's actually working.
Attribution data shows how a visitor found you and what actions they took before submitting a form.
Without tracking attribution, it's harder to measure performance or improve your marketing efforts.
This guide shows you how to view and interpret attribution so you can make better decisions based on real data.
Form Attribution at a Glance
Before You Begin
Attribution can be reviewed for individual form submissions or from a contact record, depending on what part of the lead journey you want to examine.
- Use Forms → Submissions when reviewing attribution for a specific form submission.
- Use the contact record when you want to review attribution as part of the person's broader activity.
Accessing Form Attribution
The fastest way to review attribution for a particular form response is directly from the submissions view.
Step 1: Open Form Submissions
Go to Sites → Forms → Submissions.
Step 2: Select the Form
Select the form you want to review if a dropdown is available.
Step 3: Find the Submission
Use search and date filtering to locate the submission you want to review.
Step 4: Review Attribution
Open the submission and review available attribution fields such as source, referrer, page URL, and UTM values.
Follow the lead's broader history
Start in Forms → Submissions for per-submission attribution, then open the contact record when you want to see the relationship timeline.
First vs. Latest Attribution
BizStackPro attribution commonly includes two perspectives that help show how the lead's journey has changed over time.
First Attribution
The first tracked interaction that created or identified the lead. This stays the same.
Latest Attribution
The most recent tracked interaction. This can update as the lead returns and takes new actions.
Example
A lead might first arrive from Organic Search, then later return from a Facebook Ad before purchasing. First attribution stays Organic, while latest attribution might become Paid Social.
Common Attribution Sources
Attribution categories help you understand the channel that generated the lead or action.
Paid Search
Search advertising traffic, such as Google Ads.
Paid Social
Traffic from social advertising campaigns.
Direct Traffic
The visitor typed the URL, used a bookmark, or referrer data was not available.
Organic Search
Traffic from unpaid search results.
Social Media
Organic social traffic rather than paid social traffic.
Referrals
Clicks from other websites that link to yours.
Others
Calls, SMS, email, WhatsApp, and other tracked channels.
CRM UI
Leads created manually inside BizStackPro.
Third-Party
Leads created through integrations, such as Zapier.
Keep UTM naming consistent
Use consistent campaign, source, and medium naming so reporting for channels such as Paid Social and Paid Search stays cleaner.
How Attribution Is Determined
Attribution is built from the tracking signals available at the time of the visit or conversion.
- UTM parameters in the page URL.
- Referring domains showing where the visitor came from.
- Cookies and tracking URLs when available.
Why consistent UTMs matter
Direct traffic often increases when UTMs are missing or referrer data is blocked, so consistent UTM tracking helps provide cleaner attribution data.
Events That Record Attribution
Attribution can be recorded when BizStackPro captures a known action tied to a visitor or contact.
- Form or survey submissions.
- Calendar bookings.
- Chat widget interactions after contact information is captured.
- Order form submissions.
Best Practices
Review First and Latest Attribution
Use both perspectives to understand where the relationship began and which tracked interaction occurred most recently.
Keep UTM Naming Consistent
Use consistent campaign, source, and medium values to keep attribution reporting easier to interpret.
Review the Available Tracking Signals
Attribution depends on the tracking data available, including UTMs, referrers, cookies, and tracking URLs.
Frequently Asked Questions
Where can I view the attribution data for a contact?
Open the contact record and check the Activity area where attribution details are shown. You can also review attribution details for specific form submissions from Sites > Forms > Submissions.
What is the difference between first and latest attribution?
First attribution is the contact’s initial tracked interaction and stays the same. Latest attribution updates and reflects the most recent tracked interaction.
How are attribution sources determined?
Attribution sources are determined using UTM parameters, referrers, cookies, and tracking URLs—depending on how the visitor arrived and what data was available.
What actions record attribution data?
Actions like form/survey submissions, calendar bookings, chat widget interactions (after contact info is captured), and order form submissions can record attribution.
Can I analyze attribution data for form submissions?
Yes. Go to Sites > Forms > Submissions, open a submission, and review the attribution fields such as source, referrer, page URL, and any UTM values.
Continue Learning
Continue with related Forms guides for finding submissions, reviewing answers, and exporting response data.
