Lead sources

• Dashboard Where leads come from: leads in the selected period on a colour wheel, grouped into Google, Instagram, Facebook, TikTok, AI assistants, Email, Direct and Other. For every individual source (for example a specific website or campaign tag) and how many of its leads convert, see Analytics Sources that convert.
• Lead Inbox: each lead has a grey badge such as From Instagram.
• New-lead email: a Came from line under the phone number.
• Visitor Journey: the source badge on each visit.

When someone lands on your site, the widget notes how they arrived. It checks these in order and uses the first one it finds:

1. UTM tags on the link, e.g. ?utm_source=instagram. Common names are recognised (ig, fb, gbp, newsletter…). Any other value is shown as you wrote it, so ?utm_source=flyer-march appears as flyer-march.
2. The app they browsed in. Links opened inside the Instagram, Facebook, TikTok, LinkedIn, Snapchat, Pinterest or Threads apps are recognised even when the app hides the referring page.
3. The website that sent them: search engines (Google, Bing, DuckDuckGo…), AI assistants (ChatGPT, Perplexity, Gemini, Copilot, Claude), social networks, webmail, Google Maps. Any other site shows as its domain, e.g. yelp.com.
4. Ad click IDs that ad platforms add to links (Google, Microsoft, TikTok, LinkedIn, X).

If none of these is present (someone typed your address, used a bookmark, or tapped a link in a messaging app that hides it) the lead is counted as Direct or unknown.

A lead is marked as an ad (for example Instagram Ads or Google Ads) when the link has a paid utm_medium such as cpc, paid_social or ads, or when it carries a Google, Microsoft, TikTok, LinkedIn or X ad click ID. Meta adds its click ID to ordinary posts too, so for Facebook and Instagram ads add utm_medium=paid_social to your ad links.

Leads are credited to the first way the visitor arrived in the last 90 days. If someone finds you on Instagram on Monday and comes back by typing your address on Thursday to chat, the lead counts as Instagram.

Detection happens in the visitor's browser on your site. Some privacy tools, private browsing modes and apps remove the referring page, and a visitor who switches device starts fresh, so some leads will always be Direct or unknown. Only the web address of the referring page is kept, never its query string, and it is stored with the lead in your account only.

Leads captured before 30 September 2026 only have a source when their link carried a UTM tag.

Related: Visitor Journey, Lead Inbox.