Lead Tracking & Attribution

Know exactly where each lead came from and everything they did next — from first click to conversion, on one attributed record.

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Customer Relationship Management

Overview

Lead tracking attributes every lead back to the exact channel, campaign, source and creative that produced it, then records what the lead does afterwards. Page visits, form fills, email opens and calls all build a behaviour trail on the record.

That attribution tells marketing which channels actually generate pipeline and revenue, not just clicks. Because the tracker shares the customer record with deals, you can follow a lead from its first UTM all the way to a closed order.

Explore Customer Relationship Management →

✓ Full source and UTM attribution
✓ Behaviour trail per lead
✓ Channel and campaign performance
✓ First-touch to conversion visibility
✓ Feeds lead scoring signals
✓ Attribution linked to revenue

Capabilities

Everything Lead Tracker gives you

Source attribution

Tie every lead to its channel, campaign, medium and creative automatically.

UTM capture

Records UTM parameters and referral data on entry, so each lead's origin is captured rather than guessed.

Behaviour trail

Record visits, form fills, opens and calls to show intent over time.

Channel performance

Compare which sources produce the most leads and revenue.

Scoring signals

Feed tracked behaviour into lead scores to surface hot leads.

Revenue link

Connects each lead's source to the deal it becomes, and feeds the Marketing ROI report.

First touch to revenue

The whole journey on one record

Attribution only pays off if it survives the full journey. Lead Tracker keeps the first-touch source, every campaign and UTM, and each action a lead takes afterwards on the same record — right through to the deal it becomes.

So marketing can see which channel opened the relationship and which one helped close it, and sales opens every call already knowing what the lead read, clicked and asked for.

See attribution models →

✓ First-touch source, medium and campaign
✓ Every UTM and referrer captured on entry
✓ Page views, form fills, opens and clicks
✓ Calls and messages on the same timeline
✓ The deal and revenue it converts into
✓ Multi-touch credit across the journey

AI at work

How the agent works with Lead Tracker

The Flow-Cognition Agent runs a real loop on your Lead Tracker data — grounded in your records, governed and logged.

Sense

Reads each lead's source, UTMs and behaviour trail.

Decide

Flags rising intent, such as repeat pricing-page visits.

Act

Updates the lead score and alerts the owner, with each step logged.

Five-tier model routing · field-level permissions · full audit trail. See the AI layer →

How it works

Live in four steps

Capture

A lead arrives with its source and UTM recorded.

Track

Every subsequent action logs to the lead's trail.

Attribute

The channel and campaign are credited for the lead.

Analyse

Reports show which sources drive real pipeline.

Use cases

Where teams put it to work

Performance marketing

Marketers see which ads and campaigns produce converting leads, and shift budget to what works.

Sales prioritisation

Reps read a lead's behaviour trail to open the conversation with real context.

Marketing reporting

Leaders tie leads and revenue back to channels for clear, defensible attribution.

Why it matters

The payoff

Spend where it works

Attribution reveals which channels truly drive pipeline.

Context for reps

The behaviour trail arms sales with intent signals.

Provable ROI

Leads connect to revenue for honest marketing reporting.

No lost origins

Source captured at entry: UTM and referral data are saved to each lead's record.

FAQ

Questions, answered

UTM parameters and referral data are captured the moment a lead arrives, tying it to the exact channel, campaign and creative automatically.

Page visits, form submissions, email opens and clicks, and calls all build a chronological trail on the lead record.

Attribution links leads to the deals they become, so reports show not just lead volume but which sources produce closed revenue.

Yes. Tracked behaviour such as repeat visits or pricing-page views can add to a lead's score, surfacing high-intent leads to sales.

Visitor Tracker identifies and follows anonymous website visitors, while Lead Tracker attributes and records the behaviour of known leads through to conversion.