Features
Lead-Level Attribution
Most analytics tools tell you how many visitors came from each channel. But that doesn’t answer the question that actually matters: which of my leads came from which campaign? Lead Source attaches traffic source data directly to each form submission — so when you look at a lead, you see the campaign, the channel, and the ad platform that brought them to your site. That means you can finally answer questions like “Did that $500 I spent on LinkedIn Ads last month actually produce any leads?”
Automatic UTM & Click ID Capture
Lead Source runs a lightweight script on every page that reads UTM parameters and ad platform click IDs from the URL. This data is stored in a first-party session cookie so it persists as the visitor browses your site — and when they eventually fill out a form, the source data is captured along with their submission. Attribution is last click within the browser session: a new ad click or a visit from another site replaces the stored source, while browsing your own pages keeps it.
UTM parameters tracked:
utm_source, utm_medium, utm_campaign, utm_term, utm_content
Ad platform click IDs detected:
Google Ads
gclid
Meta
fbclid
— Facebook & Instagram
LinkedIn Ads
li_fat_id
TikTok Ads
ttclid
Microsoft Ads
msclkid
— Bing
Click IDs take priority over UTM parameters — so if a visitor arrives via a Google Ads click, Lead Source identifies the source as “Google Ads” even without UTM tags.
Organic & Referral Detection
Not all leads come from paid ads. Lead Source also identifies organic search traffic from Google, Bing, Yahoo, DuckDuckGo and other search engines, plus referral traffic from other websites. If a lead found you through a Google search, you’ll see “Organic – Google” on their record. If they came from a link on another site, you’ll see the referring domain — and if they typed your URL directly, it’s marked “Direct.” This gives you a complete picture of your lead sources, not just paid campaigns.
Landing Page Tracking
Lead Source records two URLs for every lead: the landing page (the first page they arrived on from the ad or referral) and the form page (where they actually submitted the form). This matters because visitors often browse several pages before filling out a form — knowing which landing page brought them in tells you which pages are attracting leads, and which campaigns are driving traffic to the right content.
Works With 9 Form Plugins — Zero Configuration
Lead Source hooks directly into your existing form plugin’s submission process. You don’t need to add hidden fields, insert shortcodes, or modify your forms in any way. Just install the plugin and it starts tracking automatically.
Currently supported form plugins:
Setup guides: Contact Form 7, WPForms, Gravity Forms, Ninja Forms, Formidable Forms, Fluent Forms, Elementor Pro Forms, Everest Forms and Forminator. The plugin auto-detects which form plugins you have installed during the setup wizard and enables the right integrations. More integrations are on the way — if you use a form plugin that’s not listed, let us know and we’ll prioritise it.
Native WordPress Dashboard
View every lead alongside its source data in a native WordPress admin table — no separate app to log into, just your existing wp-admin.
Email Notifications
Get an email every time a lead comes in — including their name, message, and full source data. Included, free, with no setup required.
Daily, Weekly or Monthly Summaries
Get a digest of every lead and its source on the schedule you pick — on top of the instant email for each new lead. Free, with no limits.
Privacy-First Design
All data stays in your WordPress database. No tracking pixels, no third-party scripts. IP addresses are automatically anonymised before storage.
5-Step Setup Wizard
A guided setup wizard walks you through form plugin detection, notification settings, and privacy preferences. Most users are up and running in under two minutes.