Source attribution that works through your existing forms
A lightweight script that identifies traffic from Google Ads, Meta, LinkedIn, Microsoft Ads, organic search, and referrals. It categorises each visit into a channel and tags every form submission with the full source data. No separate platform to manage.
Dual attribution
First contact and last contact
Every form submission includes two sets of attribution data. First contact tells you what originally brought the visitor to your site. Last contact tells you what brought them back when they converted.
Most tools only give you one or the other. SourceTag captures both automatically, so you can see the full picture without choosing a model.
- First visit is locked on day one
- Last contact updates on each return visit
- Both included in every form submission
Your rules, not ours
11 configurable channels
Traffic is categorised using rules you control. Start with 11 defaults based on GA4's standard definitions, then make them yours. Reorder priorities, disable channels, extend with custom values, or add entirely new channels.
Most attribution tools hardcode their channel logic. If their definition of "Paid Social" doesn't match yours, you're stuck. SourceTag lets you change it.
Plug and play
Smart, summarised lead source data
SourceTag automatically fills in the most useful information for each channel. A Google Ads lead gets the campaign name, keyword, and ad variation. An organic search lead gets the search engine and landing page. No configuration needed.
For advanced users, 20+ additional tracking fields are available including raw UTM values, individual click IDs per platform, visit counts, and custom parameters.
| Channel | Detail 1 | Detail 2 | Detail 3 | Detail 4 |
|---|---|---|---|---|
| Paid Search | utm_source | utm_campaign | utm_term | utm_content |
| Paid Social | utm_source | utm_campaign | utm_term | utm_content |
| Organic Social | Referrer domain | utm_campaign | utm_term | utm_content |
| Organic Search | Search engine | Referrer URL | utm_term | utm_content |
| Referral | Referrer domain | Referrer URL | - | - |
| Direct | - | - | - | - |
Defaults shown. You can change the mapping per channel in the dashboard.
Ad platform integration
Click ID capture
Google Ads (gclid), Meta (fbclid), Microsoft Ads (msclkid), plus gbraid and wbraid for app campaigns. SourceTag captures these automatically and includes them in form submissions.
Choose combined fields (one field per touchpoint with whichever click ID is present) or individual fields (separate fields per platform). Both options available.
No vendor lock-in
Works with any form builder
Gravity Forms, Contact Form 7, WPForms, HubSpot Forms, Typeform, JotForm, Elementor, Formstack, Tally, Fillout, and more. If it renders an HTML form, SourceTag can populate it.
The script automatically detects forms on the page, including forms loaded dynamically via AJAX. React-compatible with synthetic event dispatching. No configuration needed for most form builders.
Beyond UTMs
20+ data fields in every submission
Channel, source, campaign, keyword, ad content, landing page, click IDs, visit count, days to conversion, device type, and custom URL parameters. All captured automatically, all included in the form submission.
Attribution
Channel, source, campaign, keyword, ad content, landing page. First contact and last contact.
Click IDs
gclid, fbclid, msclkid, gbraid, wbraid. Combined or individual fields per platform.
Visitor context
Visit count, days to conversion, device type, submission page, referrer domain.
Long sales cycles
400-day cookie persistence
Safari and privacy-focused browsers (Brave, all iOS browsers) limit JavaScript cookies to 7 days. For businesses where leads take weeks or months to convert, that means losing attribution.
The SourceTag WordPress plugin sets cookies via HTTP headers, which these browsers allow for up to 400 days. A Cloudflare Worker option for other platforms is coming soon.
Comprehensive recognition
80+ search engines, 70+ social networks
Google country variants, Bing, DuckDuckGo, Yandex, Baidu, regional engines. Facebook, Instagram, LinkedIn, X, TikTok, Bluesky, Threads, Reddit, and dozens more.
Maintained and updated by us. When a new platform matters, we add it and your script updates automatically.
For developers
JavaScript API
Read attribution data programmatically for single-page apps, social login flows, and custom integrations. Pass data to chat widgets, analytics tools, or any JavaScript-accessible destination.
const data = window.__sourcetag.getData();Start tracking your leads today
14-day free trial. No credit card required to start. Set up in under 5 minutes.