Lead Source Attribution: Platform, Channel, Campaign
Knowing where your opportunities come from is the foundation of smart outreach decisions. This guide shows you how to tag and attribute leads properly so you can calculate ROI by source and double down on what works.
Why Attribution Matters
- Know which sources generate the best opportunities
- Calculate true ROI per channel (time invested vs. deals won)
- Stop wasting effort on low-performing sources
- Make data-driven decisions about where to focus
The Attribution Hierarchy
Use a simple three-level hierarchy to classify every opportunity:
Source (Where)
The platform or origin of the opportunity
Channel (How)
The method within that source
Campaign (Which)
The specific initiative or experiment (optional)
Classification Examples
Here's how to classify common outreach scenarios:
| Scenario | Source | Channel | Campaign |
|---|---|---|---|
| Found job on Upwork, submitted bid | Upwork | Search | - |
| Client invited you on Upwork | Upwork | Direct Invite | - |
| Sent cold email to SaaS founder | Cold Email | Outbound | Q1 SaaS |
| LinkedIn connection accepted, started convo | Connection Request | - | |
| Someone DMed you on LinkedIn | Inbound | - | |
| Past client referred a friend | Referral | Client Referral | - |
| Agency partner sent a lead | Referral | Partner Referral | - |
Avoiding Double Counting
The most common attribution mistake is counting the same opportunity multiple times. Here's how to avoid it:
Rules to Prevent Double Counting
Rule 1: First Touch Wins
Attribute to the source where you first made contact. If you found them on Upwork but later emailed them, it's still "Upwork."
Rule 2: One Record Per Opportunity
Don't create a new record when you switch channels. Add activities to the existing record instead.
Rule 3: Campaigns Are Optional
Only use campaigns when you're running specific, time-bound initiatives you want to measure separately.
When to Use Campaign Tags
Campaign tags are powerful but can create clutter. Use them when:
Good Uses
- - Running a specific outreach experiment
- - Testing a new message/proposal angle
- - Targeting a specific industry for a month
- - Measuring a referral partner's leads
Skip Campaign Tags For
- - Regular, ongoing outreach
- - One-off opportunities
- - Inbound leads (use channel instead)
- - When source + channel is enough
Setting Up Your Source List
Start with a small, consistent list. You can always add more, but removing duplicates is painful.
Recommended Starter Sources
Upwork
Platform bids
Freelancer
Platform bids
Social outreach
Cold Email
Direct outreach
Referral
Word of mouth
Website
Inbound leads
Reporting by Source
With clean attribution, you can answer these questions:
- Q:Which source has the highest win rate?
- Q:What's my ROI per hour spent on Upwork vs. cold email?
- Q:Are direct invites worth more than search bids?
- Q:Which campaign generated the most revenue this quarter?
Related Guides
What to Track
Full guide to record fields including source attribution
Duplicate Prevention
Avoid double-counting with proper deduplication
Track Your Lead Sources
Know where your best opportunities come from
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