Who This Is For / When to Use
Use this guide if you want to:
Identify which marketing channels generate form submissions.
Compare paid ads, organic traffic, referrals, and direct traffic.
View first and latest attribution for individual contacts.
Analyze attribution data directly from form submissions.
What Is Form Attribution
Form attribution shows the traffic source and session details associated with a form submission.
Each submission records:
Source (for example, Paid Search, Social, Direct, Referral).
URL and referrer.
UTM parameters (when available).
First attribution and latest attribution.
Attribution helps you evaluate campaign performance and optimize marketing spend.
Navigate to Forms in Kyrios
In the left-hand navigation, go to Sites.
Click Forms at the top.
Use the dropdown to switch between:
Builder – create or edit forms.
Analyze – view form performance metrics.
Submissions – review individual form submissions and attribution.
View Attribution from Form Submissions
Go to Sites > Forms > Submissions.
Use the form selector to filter submissions by a specific form.
Apply a date range filter if needed.
Click any submission row to view submission-level details.
This table shows submission metadata such as submission time, contact, and form type.
View Attribution Inside a Contact Record
Open Contacts.
Select a contact created from a form submission.
In the contact view, locate the Activity panel on the right.
Scroll to the bottom to find First Attribution Source and Latest Attribution Source.
Click View attribution details for full session information.
Attribution Details Explained
When you open attribution details, you may see:
Session Source – how the visitor arrived (for example, Direct traffic).
URL – the page URL at the time of submission.
Referrer – referring domain, if any.
User Agent – browser and device information.
IP Address – anonymized visitor IP.
Medium / Medium ID – campaign or form identifiers.
First Attribution vs Latest Attribution
First Attribution
The contact’s very first interaction with your system.
Never changes once recorded.
Example: A visitor fills out a “Contact Us” form.
Latest Attribution
The most recent interaction that generated attribution.
Updates with each new qualifying action.
Example: A purchase or order form completed after the initial contact.
Analyze Attribution Trends
To analyze attribution performance across forms:
Go to Sites > Forms > Analyze.
Select a date range.
Review metrics such as:
Total views
Responses
Average time
Scroll down to see performance by form.
Attribution Sources and How They Are Determined
Common attribution sources include:
Paid Search – Identified by UTM parameters or ad click IDs (gclid, msclkid).
Paid Social – Traffic from social ads using UTM parameters.
Organic Search – Non-paid search engine traffic.
Social Media – Non-paid social platform traffic.
Direct Traffic – No referrer or UTM data present.
Referrals – External websites linking to your pages.
Kyrios Systems UI – Contacts created manually inside Kyrios.
Third-Party – Leads created through integrations such as Zapier.
Actions That Record Attribution
Attribution is recorded when one of the following actions occurs in a session:
Form or survey submission
Calendar booking submission
Chat widget interaction after contact details are provided
Order form submission (one-step or two-step)
FAQ
Where can I view attribution data for a contact?
Attribution data is located in the contact record under the Activity panel. You can view both first and latest attribution and open detailed session data from there.
What is the difference between first and latest attribution?
First attribution records the contact’s initial interaction and never changes. Latest attribution reflects the most recent interaction and updates with new actions.
Can I view attribution data for individual form submissions?
Yes. Go to Sites > Forms > Submissions, select a submission, and review its associated attribution data.
What determines the attribution source?
Attribution sources are determined using UTM parameters, referring domains, cookies, and session tracking rules.
Which actions trigger attribution tracking?
Form submissions, calendar bookings, chat interactions (after contact capture), and order form submissions all trigger attribution tracking.