Who This Is For / When to Use
This article is for marketers, agencies, and operators who need to:
Understand where leads originate
Validate ad tracking and UTM setup
Troubleshoot missing or incorrect attribution
Analyze first-touch vs last-touch performance
Use this when reviewing ad performance, reporting ROI, or diagnosing attribution issues.
Step 1: What Attribution Means in Kyrios
Attribution identifies the channel or source responsible for creating a contact or lead.
Kyrios supports two attribution types:
First Attribution: The very first interaction that created the contact
Last Attribution: The most recent interaction before conversion
These values help measure which channels introduce leads versus which channels close them.
Step 2: Where to Find Attribution Data
Go to your account.
Open Contacts.
Select a contact.
Open the Activity tab.
View attribution details in the bottom-right column.
This view shows session-level events such as:
Page visits
Form or survey submissions
Calendar bookings
Step 3: Events That Record Attribution
Attribution is captured only when a tracked action occurs within the same session.
Supported attribution-triggering events:
Form submission
Survey submission
Calendar booking
Chat widget submission
Order form submission
If no qualifying event occurs, attribution is not saved.
Step 4: Session Source Categories Explained
Kyrios categorizes traffic into defined source types based on UTMs, referrers, and event context.
Common Attribution Sources
Paid Search – Google Ads and other paid search traffic
Paid Social – Facebook, Instagram, LinkedIn, Twitter, Reddit ads
Organic Search – Non-paid search engine traffic
Social Media – Non-paid social platform referrals
Referral – Traffic from non-search, non-social websites
Direct Traffic – No referrer or tracking URL
Others – Calls, SMS, email, WhatsApp, Facebook messages
CRM UI – Manually created contacts
Third-Party – Contacts created via integrations (example: Zap)
Step 5: Attribution Source Determination Rules
Kyrios evaluates the full page URL and referring domain, then applies the following rules in order.
Attribution Source Rules Table
Order | Rule Condition | Attribution Source |
1 |
| Paid Search |
2 |
| Paid Search |
3 | Any UTM present and referrer is | Paid Search |
4 |
| Paid Social |
5 | Referring domain is a social media site | Social Media |
6 | Referring domain is a search engine | Organic Search |
7 | Referring domain is not social or search | Referral |
8 | No referrer or tracking URL | Direct Traffic |
9 | Lead came from call, SMS, email, WhatsApp, Facebook message | Others |
10 | Lead manually created inside Kyrios | CRM UI |
11 | Lead created via third-party integration (example: Zap) | Third-Party |
Step 6: UTM Requirements for Paid Ads
Google Ads (Paid Search)
UTMs must match exact values (case-sensitive).
Example URL:
https://yourlandingpage.com ?utm_source=adwords &utm_medium={adname} &utm_campaign={campaignname} &utm_content={adgroupname} &utm_keyword={keyword} &utm_matchtype={matchtype} &campaign_id={campaignid} &ad_group_id={adgroupid} &ad_id={creative}Facebook & Instagram Ads (Paid Social)
Example URL:
https://yourlandingpage.com ?utm_source=fb_ad &utm_medium={{adset.name}} &utm_campaign={{campaign.name}} &utm_content={{ad.name}} &campaign_id={{campaign.id}}⚠️ UTMs are case-sensitive. Any mismatch may result in incorrect attribution.
Step 7: Viewing Attribution in Reports
In Reporting, you can customize attribution columns.
Open Reports.
Click Columns.
Enable:
UTM Source
UTM Term
Campaign
Referrer
This allows deeper analysis of traffic and conversions.
Step 8: Ad Reporting Setup Best Practices
Use Kyrios tracking templates only
Do not add custom UTM parameters
Ensure forms submit on the final URL
Avoid page redirects before submission
Do not include spaces or misspellings in UTMs
Attribution is lost if the user leaves the page before submitting a form.
Common Issues and Fixes
Attribution shows as Direct Traffic
Cause: No referrer or UTMs present at submission time.
Fix: Ensure UTMs exist on the landing page where the form is submitted.
Paid ads showing as Organic or Social
Cause: Incorrect or mismatched UTM values.
Fix: Verify exact UTM structure and case sensitivity.
Missing attribution entirely
Cause: No qualifying event occurred in the session.
Fix: Confirm forms, calendars, or chat widgets are Kyrios-native.