Source resolution — five tiers

The five tiers, highest confidence first

1. UTM mapped — the visitor arrived via a marketing link tagged with utm_source and utm_medium, and that combination is mapped in your Settings → Lead Attribution tab to a friendly source label. Highest confidence — the advertiser explicitly told us where the visitor came from.
2. Classified from referrer — the visitor's first-touch referrer was a recognized external site (Google, Facebook, Zillow, Realtor.com, etc.) and we converted it to a friendly source label. Reliable across all browsers and privacy modes.
3. Landing signal — the visitor had no referrer but their browser told us something about the visit. We capture three signals: Sec-Fetch-Site: none (typed URL / bookmark), in-app browser User-Agent (Facebook, Instagram, TikTok, X, LinkedIn, Pinterest, Gmail, Google App), and Sec-Fetch-Site: cross-site with empty referrer (privacy-stripped click). Each maps to a specific source label like "Facebook App" or "Direct (typed or bookmark)".
4. Form-name fallback — if no attribution was captured at all and the per-feature setting is enabled, the form name (e.g. "Free Home Valuation") becomes the source label. This is the safety net for leads that arrive via paths the system has never seen before.
5. Default fallback — the final floor. The system-wide default source value defined in your settings.

The Source Resolution row on the lead profile

Underneath every lead's Source value in the Tracking & Attribution section, the Source Resolution row tells you which tier produced the label. Twelve possible values today:

• UTM parameters (mapped)
• Classified from referrer
• Direct (no referrer captured)
• Provided by form — e.g. CINC bridge, manual creation
• Form name fallback
• Default fallback
• In-app browser: Facebook / Instagram / TikTok / X / LinkedIn / Google / Pinterest / Gmail
• Typed URL or bookmark
• Cross-site click (referrer hidden)

The Source tooltip

Hover over the Source value on any lead profile and you'll get a plain-language explanation of how that label was derived and how confident to be in it. Designed to give agents the same understanding without needing to memorise the resolution tiers.