Source

Source Attribution

Source Identification and Attribution involves systematically determining and recording the initial channel, campaign, or touchpoint that brings a prospect or customer into the funnel. Accurately attributing leads and conversions to their original sources enables organizations to understand which marketing and sales efforts drive acquisition, engagement, and revenue.

By leveraging analytics tools, CRM systems, and automated tracking, teams can ensure data accuracy and generate actionable insights. This process supports optimization of marketing spend, refinement of targeting strategies, better alignment between sales and product efforts, and overall improvement of go-to-market effectiveness.

Related KPIs

Metric	Description
Activation Rate by Source	Activation Rate by Source measures the percentage of users from each acquisition channel who reach activation. It helps assess the quality of acquisition sources and their ability to drive users to value.
Signup Source Quality Rate	Signup Source Quality Rate measures the percentage of signups from a specific traffic source that meet defined quality criteria (e.g., ICP fit, activation, conversion). It helps evaluate the effectiveness and downstream potential of various acquisition channels.

Source Tracking

Attribution Analysis involves systematically identifying and evaluating the original sources, channels, or touchpoints that drive leads, user sign-ups, conversions, or sales pipeline activity. This process is essential for understanding which marketing campaigns, referral mechanisms, product features, or outreach strategies are most effective in acquiring and advancing customers through the funnel. By accurately attributing value to each source, organizations can optimize resource allocation, refine messaging, and enhance overall go-to-market effectiveness. Ultimately, Attribution Analysis provides a foundation for data-driven decision-making in customer acquisition and growth strategies.

Related KPIs

Metric	Description
Revenue from Referrals	Revenue from Referrals measures the total amount of revenue generated from referred customers or accounts. It helps quantify the financial return of referral programs, customer advocacy, and partner-based acquisition.