Every lead has a Where this lead came from panel. It answers, in one place, which platform and campaign produced this person, what device they were on, and whether this was their first visit or their fifth.
The channel line
The bold line at the top is the channel — Google Ads, Meta, Organic search, Referral, or Direct.
This is determined from click identifiers only, never from UTM tags. A gclid can only
have come from Google. A UTM saying utm_source=facebook was typed by a human into an ad's
settings and is wrong often enough to matter — "FB", "facebook", "Facebook_Ads" and a typo are all
the same channel, and none of them prove anything.
Where no click ID exists, the panel falls back to UTM, then to the referring domain, then to Direct — and those are labelled as the softer guesses they are.
Campaign, ad set, ad
Below the channel: the campaign, ad set and ad that produced the click, plus the keyword for search campaigns and the landing page they arrived on.
If any of these shows a long number with "ID only — name not sent" beneath it, nothing is broken. Ad platforms put numeric IDs in the click URL by default and only send the readable name if you ask them to, which takes about ten minutes of setup per account. See how to get ad names instead of IDs.
The ID is shown rather than hidden on purpose: it is real data you can cross-reference in Ads Manager, and a blank field would imply the information was lost rather than never sent.
The completeness score
The percentage in the corner is how many of seven attribution fields were captured — channel, campaign, ad set, ad, landing page, device and first touch. Below the panel, anything missing is named explicitly.
The point is the naming, not the score. A missing ad name is a setup gap you can fix. A missing first touch on an iPhone is a platform limitation you cannot. Presenting both as a generic "incomplete" would send someone hunting for a bug that is not there.
The journey box
Shown only when there is something to say — more than one visit, or a first touch that differs from the converting one.
That second case is the valuable one. If someone found you through a Meta ad, thought about it, then returned via a Google search and converted, the panel says so. Every other attribution field on the screen describes the last click; without this, Meta would get no credit for a customer it actually found.
Two limits worth knowing before you trust first-touch data. It is stored in the visitor's browser, so it is per-browser and per-device — someone who clicks an ad on their phone and converts on a laptop is two different people to any system that works this way, and nothing short of a customer login changes that. Safari also discards this storage after roughly seven days, so an older first touch is simply gone. In both cases the field is empty rather than wrong, which is the right way round.
Device line
Device type, browser, operating system and screen size, parsed from the visitor's browser at capture. Mostly useful in aggregate rather than per-lead — if your mobile leads convert at half the rate of desktop, that is a landing page problem worth a morning.
Raw tracking values
The collapsed section at the bottom holds every field literally as captured, including all UTMs, every click ID, and the first-touch snapshot. Useful when debugging why a campaign is not attributing the way you expect, and deliberately out of the way the rest of the time.