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Because attribution usually ends at the form. Marketing reports leads by page, sales reports revenue by rep, and no report in the company joins the two without somebody exporting both.
Every captured lead keeps the URL, campaign and referrer that produced it, and that attribution travels with the record through contact, deal and closed revenue.
The capture context is written to the lead and carried forward on conversion, so a closed deal can still name the page that started it — without a separate attribution tool holding a second version of the truth.
Growth showed /pricing produced 4,120 clicks and £62,000 of won revenue, while a guide with more traffic produced almost none. The content plan changed on that comparison, which had never been available before.
It records first touch and the capture context faithfully. It does not model multi-touch influence, and it will not tell you what a customer would have done anyway.
Growth reports on it, source tracking carries it to closed revenue in Books, cohort analysis groups by acquisition source, and segments can filter on origin.
The capture context is recorded as it was. What you weight it as is a reporting decision.
Yes. That is the entire point — attribution that stops at the lead answers nothing.
Yes, through UTM parameters, which are kept alongside the referrer.
Fourteen days, every module, no card. Or half an hour with someone who will run it on your own records and tell you where it does not help.