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Because marketing reports leads and finance reports revenue, and the two are never the same shape. A channel producing many cheap leads outranks one producing three deals that pay for the year.
Source tracking keeps the UTM parameters, referrer and campaign that produced a lead, and carries them through contact, deal and — when the deal closes — the revenue Books recognises.
The source travels with the record rather than being re-derived. Any report that can group by revenue can group by the source that produced it, without exporting two systems and joining them by hand.
A channel delivering 40% of leads produced 6% of closed revenue. A guide delivering 9% of leads produced 31%. Both facts were available in one report the week source tracking reached Books.
It records where a lead came from, not why they bought. Attribution is evidence for a decision about spend; it is not a causal account of the sale.
Growth reports channel performance against it, Books attributes recognised revenue, cohort analysis groups deals by acquisition source, and segments filter on it.
Yes. Source is a value on the record, so events and referrals are recorded the same way.
Yes. Merged records keep every contributing source.
Yes, where you supply the spend. Treepie supplies the revenue side of the ratio.
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.