--- title: What Is Roobrik’s Lead Source Attribution and How Does It Work? description: Roobrik’s lead source attribution identifies how survey and chat users first arrived at your website by analyzing URL tracking parameters, helping you understand which marketing channels are driving engagement. --- [Skip to content](https://learn.roobrik.com/en/learning-center/lead-source-attribution#main-content) ![Roobrik\_ByAline\_Logo-1](https://learn.roobrik.com/hs-fs/hubfs/Roobrik_ByAline_Logo-1.png?width=150&height=59&name=Roobrik_ByAline_Logo-1.png) Open main navigation Close main navigation Welcome to the Roobrik Learning Center! How can we help? - There are no suggestions because the search field is empty. 1. [Learning Center](https://learn.roobrik.com/en/learning-center?hsLang=en) 2. [Frequently Asked Questions](https://learn.roobrik.com/en/learning-center/frequently-asked-questions?hsLang=en) 3. [Reporting FAQs](https://learn.roobrik.com/en/learning-center/frequently-asked-questions?hsLang=en#reporting-faqs) # What Is Roobrik’s Lead Source Attribution and How Does It Work? ## Roobrik’s lead source attribution identifies how survey and chat users first arrived at your website by analyzing URL tracking parameters, helping you understand which marketing channels are driving engagement. ### Why is This Important? Understanding the true origin of your leads allows you and your team to: - Measure the effectiveness of each marketing channel. - Optimize campaign strategies based on real visitor data. - Make informed decisions about where to invest future marketing dollars. ### How Does It Work? We interpret all **Survey and Chat users**' **URL tracking parameters (also known as query string values)** when they land on the community's website to identify the **original traffic source**. #### Lead Source Categories We are currently able to identify the sources listed below, which reflect common digital and offline marketing channels: - **Paid Search** – Traffic from paid advertising on search engines (e.g., Google Ads). - **Paid Social** – Traffic coming from sponsored content on social media platforms. - **Email Marketing** – Traffic coming from a link in an email campaign. - **Organic Social** – Traffic from unpaid social media posts. - **Other Paid Campaigns** – Includes paid traffic not covered by search or social (e.g., display ads). - **Organic / Direct** – Traffic coming from unpaid search results or from visiting your URL directly. - **Print / Direct Mail** – Traffic coming from campaigns with offline tracking (e.g., QR codes in mailers or event invites). In cases where we cannot determine a specific lead source, we will categorize the traffic as **Organic / Direct**. ### How can this information be used? We are working to enhance Roobrik reporting to display Lead sources. We can map our lead source categories to the lead source field values available in most CRMs if we have an integration in place. We recognize that your current CRM lead sources may be more specific than the categories listed above. Our team will work with you to find a solution that works for you. #### Can I still use Roobrik or Roobrik Chat as the lead source in my CRM? Yes! If your organization prefers to show the conversion source inside your CRM for reporting/attribution purposes, we can continue to pass that value in your CRM integration. This option will likely also be preferable in configurations where Roobrik is currently setting itself as the secondary lead source value and a MAP like HubSpot is populating primary source values based on its data. ### How do I get started? If you're interested in setting up Roobrik's lead source attribution, we're here to assist you every step of the way! 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