# Lead source attribution

This topic describes lead source attribution and how to use it in Rebilly.

Lead source attribution is the process of tracking and linking marketing campaigns to new customers who make purchases as a result of those campaigns. This metadata is added to the customer's information, and contains common attributes from Google Analytics and affiliate tracking applications.

Rebilly records the following lead source information:

- Original lead source: Entity that introduces the customer to your application.
- Intermediary lead sources: Entities that influence the customer to use or return to your application.
- Most recent lead source: The last entity which interacts with the customer before they complete a payment in your application.


Lead source attribution can be used with the [Rebilly Instruments](/docs/dev-docs/get-started-integrate-payments) and [FramePay](/docs/dev-docs/framepay) JavaScript libraries. It is also available through the [Rebilly API](/docs/dev-docs/api).

## Attribution

Rebilly automatically captures lead source attributes from the payment form web address when a payment completes, and stores this data in the customer record.

By default, lead source attribution is active in Rebilly Instruments and FramePay. To deactivate lead source attribution in Rebilly Instruments, see [Features configuration properties](/docs/dev-docs/reference-rebilly-instruments#features-configuration-properties). To deactivate lead source attribution in FramePay, see [Define lead source data](/docs/dev-docs/define-lead-source-data#deactivate-lead-source-attribution).

### UTM parameters

Use these UTM parameters to track marketing campaigns:

| UTM Parameter  | Example | Lead source parameter |
|  --- | --- | --- |
| `utm_source` | `utm_source=Google` | `source` |
| `utm_medium` | `utm_medium=cpc` | `medium` |
| `utm_campaign` | `utm_campaign=facebook` | `campaign` |
| `utm_term` | `utm_term=red+shirt` | `term` |
| `utm_content` | `utm_content=bannerlink` | `content` |


### Additional parameters

You can also use these additional tracking parameters in the web address.

| Lead source parameter | Example |
|  --- | --- |
| `affiliate` | `affiliate=Acme` |
| `subAffiliate` | `subAffiliate=junior` |
| `clickId` | `clickId=btnSale` |
| `salesAgent` | `salesAgent=jdoe` |


### Example

This example describes how Rebilly processes UTM parameters and additional tracking parameters:


```URL
https://www.example.com/checkout?utm_content=buynowlink&utm_medium=social&utm_source=facebook.com&utm_campaign=instantbuy&affiliate=gearbuy
```

Rebilly captures this lead source data from the URL:


```JavaScript
{
    leadSource: {
        content: 'buynowlink',
        medium: 'social',
        source: 'facebook.com',
        campaign: 'instantbuy',
        affiliate: 'gearbuy'
    }
}
```

## View lead source data

To view or edit a customer's lead source data, see [View or edit customer lead source information](/docs/data-tables/manage-customer-information#view-or-edit-customer-lead-source-information).