How to Look Up Form Attribution

Overview

Form attribution helps you understand where your leads are coming from — whether it’s Facebook Ads, Google Ads, organic search, or direct traffic. By tracking attribution, you can:

• Identify which channels drive the most leads

• Optimize your ad spend and marketing efforts

• Track both first touch (initial source) and latest touch (most recent source) interactions

Where to Find Form Attribution

1. Forms Section

• Go to Sites > Forms

• Choose from three tabs:

  • Builder – Create or edit forms

  • Analyze – See submission totals and trends

  • Submissions – View individual responses with attribution details

Inside Submissions, you’ll see:

• Source (e.g., Facebook Ads, Google Search)

• Referrer (the site they came from)

• URL

• UTM parameters

2. Contact Records

• Navigate to Contacts

• Open the desired contact record

• Under the Activity tab (bottom right), find attribution data

First vs. Latest Attribution

• First Attribution = The contact’s very first tracked interaction

  • Example: They submit a “Contact Us” form after finding you on Google Search

• Latest Attribution = The most recent tracked interaction

  • Example: Later, they submit an order form after clicking on a Facebook ad

First attribution stays the same. Latest attribution updates each time a new tracked action is taken.

Attribution Sources

Common attribution categories include:

• Paid Search – Google Ads, Bing Ads (e.g., utm_source=adwords, gclid, msclkid)

• Paid Social – Facebook, Instagram, LinkedIn Ads (utm_source=fb_ad)

• Direct Traffic – User typed your URL directly

• Organic Search – Unpaid search results (Google, Bing, etc.)

• Social Media – Organic posts (not ads)

• Referrals – Traffic from third-party websites

• Others – Calls, SMS, WhatsApp, Messenger

• CRM UI – Leads manually created in your system

• Third-Party Tools – Imported via Zapier or other integrations

When Attribution is Recorded

Attribution is logged when a contact completes any of these actions:

• Form or survey submission

• Calendar booking

• Chat widget interaction (after contact info is submitted)

• Order form submission (1-step or 2-step checkout)

FAQs

Q: Where do I view attribution data?
A: In the contact record (Activity tab) or under Forms > Submissions.

Q: What’s the difference between first and latest attribution?
A: First = the contact’s first tracked interaction. Latest = the most recent.

Q: How is attribution determined?
A: From UTM parameters, referrer domains, cookies, and tracking URLs.

Q: Can I analyze attribution for form submissions?
A: Yes. Go to Forms > Submissions, filter by form, and review attribution details.

Q: What actions record attribution?
A: Submissions from forms, surveys, calendars, chat widgets, and order forms.