Source attribution that works with your existing forms
SourceTag is a lightweight script that identifies traffic from Google Ads, Meta, LinkedIn, Microsoft Ads, organic search, social, 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 click and last click
Every form submission includes two sets of data. The first marketing touchpoint (what originally brought them to your site) and the last (what brought them back and got them to convert). Don't just choose one model - SourceTag gives you both.
- First visit is locked on day one
- Last click 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 our recommended definitions, then make them yours. Reorder priorities, disable channels, extend with custom values, or add entirely new channels.
If your definition of "Paid Social" doesn't match yours, SourceTag lets you change it.
Plug and play
Smart fields that adapt to each channel
Every lead gets 4 smart fields that are automatically populated with the most relevant data for that 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 power users, 20+ additional fields are available including raw UTM values, individual click IDs per platform, visit counts, conversion timing, and custom URL parameters.
See the full field reference →
Ad platform integration
Click ID capture
Google Ads (gclid), Meta (fbclid), Microsoft Ads (msclkid), TikTok (ttclid), 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.
Vendor Agnostic
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 click and last click.
Click IDs
gclid, fbclid, msclkid, ttclid, 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. For non-WordPress sites (Webflow, Squarespace, Framer), a Cloudflare Worker provides the same persistence.
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 fc = window.__sourcetag.getFC();
const lc = window.__sourcetag.getLC();Frequently asked questions
First click captures the very first marketing touch that brought someone to your site. Last click captures the most recent touch before they converted. SourceTag records both in every form submission, so you see the full picture.
For paid campaigns, yes. UTM parameters tell SourceTag which channel and campaign a visitor came from. For organic traffic (search engines, social media, referrals), SourceTag detects the source automatically from the referrer.
These browsers limit JavaScript cookies to 7 days. The SourceTag WordPress plugin or Cloudflare Worker sets cookies via HTTP headers instead, which these browsers allow for up to 400 days.
If your form renders as an HTML form element, SourceTag can populate it. This includes Gravity Forms, WPForms, Contact Form 7, HubSpot Forms, Typeform, JotForm, Elementor, and many more. The script detects forms automatically, including dynamically loaded ones.
Smart fields are 4 contextual fields that adapt to each channel. For Paid Search, they contain source, campaign, keyword, and ad content. For Organic Search, they contain the search engine and referrer URL. This gives you the most useful data for each channel without manual configuration.
Yes. You can add custom channels with your own matching rules, reorder the priority of existing channels, extend default channels with extra values, or disable channels you do not need.
No. Attribution data is stored in a first-party cookie on your domain and submitted with your forms to your CRM or email tool. SourceTag never sees or stores your visitor data. The only data we receive is an anonymous submission count for billing.
Done-for-you attribution. Set up in 5 minutes.
14-day free trial. No credit card required. Every lead tagged with the source that created it.