Quick answer
Capture the source automatically at the moment of contact: UTM parameters on ad and Business Profile links, call-tracking numbers by channel, and hidden form fields that record the campaign and landing page. Then store that source with the lead so it follows through estimate and outcome. Asking "how did you hear about us?" helps, but memory alone is unreliable.
The full answer
Platform dashboards each report their own view and often claim the same customer. A lead record that stores its source is the independent tie-breaker.
- Tag every paid and profile link with UTM parameters.
- Record source, campaign and landing page on every form.
- Use tracked numbers for calls.
- Keep the source attached as the lead moves through your pipeline.
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
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