`\-based UI **Supported field types:** The script can capture and map a wide range of field types when properly configured: - Single-line and multi-line text - Dropdowns (single-select and multi-select) - Checkboxes and radio buttons - Number, monetary, and date picker fields - Ratings and scores - File uploads and signatures (metadata only — the actual file content is not transferred) - Source, captcha, and boolean fields **How fields get mapped to your CRM contact properties:** The script tries to map fields in this priority order: 1. The form field's `name` attribute matches an Aesthetix CRM contact property or custom field key 2. The form field's `` text matches an Aesthetix CRM display name 3. The form field's `name` matches the label text (case-insensitive) If no match is found, the value is stored as `unmapped_field` so your team can identify and fix the mapping. > ⚠ **WordPress page builders are a major gotcha.** Many popular WordPress page builders (Elementor, Divi, WPBakery, Beaver Builder, Bricks) and form widgets render form-like UIs using `

` containers and JavaScript handlers — not real HTML `` elements. **The External Tracking Script cannot detect submissions from these.** Page view tracking will still work, but form submissions will not sync to Aesthetix CRM. > > If you're on WordPress, use a plugin that outputs valid HTML forms — **WPForms**, **Gravity Forms**, or **Contact Form 7** are the most reliable choices. To verify a form is compatible, right-click the form on your live site → Inspect → confirm there's a `` tag wrapping the inputs (not just a `

`). ##### Installing the script on common platforms

Platform	Where to paste the script
WordPress	Appearance → Theme Editor → Footer (or use the Insert Headers and Footers plugin). Paste before `</body>`.
Squarespace	Settings → Advanced → Code Injection → paste in the Footer field
Wix	Settings → Advanced → Custom Code → Add Custom Code → set to All Pages, Body (end)
Shopify	Online Store → Themes → Edit Code → open `theme.liquid` → paste before `</body>`
Webflow	Project Settings → Custom Code → Footer Code → paste and publish
Custom HTML	Paste directly before the closing `</body>` tag in your site template
Google Tag Manager	Custom HTML tag → trigger on All Pages → ⚠ verify the `data-tracking-id` attribute is preserved (some GTM configurations strip it — see Troubleshooting)

> ### Critical deployment requirement: both scripts must load before navigation > > This is the single most common reason a properly-installed External Tracking Script still produces "Direct Traffic" or missing UTM data on real visitors. Understanding it is essential for any WordPress, Wix, Squarespace, Webflow, or Shopify deployment. > > #### The technical requirement > > For UTM data to be captured AND persistently restored across page navigations, two scripts must fully load on every page before the visitor navigates away: > > 1. The **External Tracking Script** (the snippet from Settings → External Tracking) > > 2. The **form, calendar, chat widget, or order form embed code** (the script that renders any Aesthetix CRM conversion widget on the page) > > > If either script fails to fully load before the visitor clicks away, UTM data will not be captured or carried forward to subsequent pages. The visitor's session will look like "Direct Traffic" by the time they convert, even if they originally arrived from a properly-tagged paid ad URL. > > #### Why this matters > > This is also why some practices have never noticed an attribution issue. If you have the Chat Widget installed on every page (Pattern B), the chat widget script automatically loads on every page and acts as the second script — solving the dependency problem invisibly. Practices that don't use the chat widget and only deploy the External Tracking Script need to verify that a form, calendar, or other Aesthetix CRM widget is also loading reliably on every page. > > #### What can prevent the scripts from loading in time > > Modern WordPress sites (and other CMS platforms) often run performance optimization plugins that can interfere with script loading. The most common culprits we've seen: > > **Script-delay plugins.** Plugins like WP Rocket, Perfmatters, FlyingPress, Autoptimize, and others can delay JavaScript loading until a user interaction occurs (often a scroll or a click). If a visitor lands on your page, doesn't scroll, and clicks an internal link to a different page, the External Tracking Script may never have loaded — meaning no UTM data was captured during that visit. > > **Lazy-loading optimization plugins.** Performance plugins that lazy-load page elements can cause forms placed below the visible page area (in the footer or near the bottom of long pages) to not load at all during short visits. If the form never loaded, the second-script dependency is never satisfied, and UTM persistence breaks. > > **Caching plugins with aggressive defer rules.** Caching plugins like WP Super Cache, W3 Total Cache, and LiteSpeed Cache can be configured to defer all third-party scripts, which delays or prevents the tracking script from running until late in the page lifecycle. > > **Cookie consent banners that block scripts until accepted.** Consent management platforms like Cookiebot, OneTrust, and Complianz will hold tracking scripts from loading until the visitor accepts cookies. If a visitor never interacts with the banner before navigating, the tracking scripts never run. > > #### How to diagnose if your deployment is affected > > Run this test in a clean browser (incognito, no extensions, no content blockers): > > 1. Navigate to your site with a UTM-tagged URL: `https://yoursite.com/?utm_source=test&utm_medium=test&utm_campaign=diagnostic` > > 2. Open browser DevTools and watch the Network tab > > 3. Without scrolling, click an internal link to navigate to another page on the site > > 4. Submit a form on that second page > > 5. Check the resulting contact's attribution panel > > > If the UTMs are missing on the resulting contact, the tracking script likely failed to load in time. If the UTMs are captured correctly, your deployment is firing as expected. > > You can also confirm script loading by opening DevTools → Network tab and filtering for "external-tracking" or your form's script source. If those scripts appear with a "(canceled)" status, are loaded only after a delay, or are loaded only after a user interaction, your performance plugins are interfering. > > #### Fixes when you find a problem > > **Option 1: Exclude the Aesthetix CRM scripts from your performance plugin's delay/defer/lazy-load rules.** > > Most performance plugins allow you to whitelist specific scripts. Find the rule list in your plugin and add exclusions for any scripts containing: > > - `external-tracking` > > - `widget` > > - `form` > > - `lc_form_tracking` > > - Your form's specific script source (visible in the form embed code) > > > For WP Rocket specifically: go to WP Rocket → File Optimization → JavaScript → Delay JavaScript Execution → add the script URLs to the "Excluded JavaScript Files" list. > > **Option 2: Preload the form on every page.** > > If excluding scripts from optimization doesn't fully resolve the issue (or breaks other site functionality), the more robust fix is to preload an Aesthetix CRM form in the page header — even if it's not visually displayed there — to guarantee both required scripts load on every visit. The form can then be rendered again in its proper position lower on the page. > > This requires a small amount of custom theme/template code. Reach out to your web developer or our team for guidance on implementing this. We've helped a number of practices with this pattern when their inherited WordPress setups have deep performance plugin dependencies that can't be easily reconfigured. > > **Option 3: Configure your cookie consent banner to allow tracking scripts to load by default.** > > If you're using a consent management platform, configure it to either allow tracking scripts to fire before consent (where legally appropriate for your jurisdiction) or to load tracking scripts immediately upon page load with delayed activation. This is a nuanced decision that depends on your compliance requirements — consult your legal/compliance advisor before adjusting. > > #### When this dependency is most likely to be an issue > > Watch for this pattern especially on: > > - WordPress sites that have been "inherited" from a previous agency or developer (multiple layered plugins, unknown optimization rules) > > - Sites with heavy performance optimization stacks (more than 2-3 performance plugins active) > > - Sites with strict cookie consent compliance requirements > > - Sites where forms are positioned below the fold or in the footer > > - Sites running on managed WordPress hosting with built-in caching/optimization layers (Kinsta, WP Engine, Pressable, Cloudways) > > > If you're deploying the External Tracking Script on a site matching any of these descriptions, run the diagnostic test above before assuming the deployment is working. Test failures here are far more common than test failures on simple sites with minimal plugin stacks. > > 💡 **Single-page apps (SPAs):** If your website is built as a React, Vue, or Next.js single-page app, page view tracking will only fire on the initial load by default. For attribution on subsequent in-app navigations, your developer needs to manually trigger a `page_view` event on each route change. Reach out to our team if you need guidance on this. ### The cross-page navigation problem (the #1 cause of broken attribution) Here's the scenario that breaks attribution for most practices: > A patient clicks a Google Ad → lands on your campaign landing page (with UTMs in the URL) → clicks "Schedule a Consult" in your menu → arrives on `/contact/` → submits the form there. **Without the Chat Widget or External Tracking Script on every page:** - The form on `/contact/` only sees `/contact/` as the page it lives on - The original UTMs from the landing page URL are gone - The referrer at `/contact/` is your own domain (your landing page), not Google - → The conversion gets categorized as **Direct Traffic** or **Referral**, not **Paid Search** **With the Chat Widget or External Tracking Script on every page:** - The original landing page URL (with UTMs) was captured anonymously when the visitor first arrived - That session data is preserved in the browser as the visitor moves around your site - When the form on `/contact/` fires, the original session data is attached to the new contact - → The conversion is correctly categorized as **Paid Search** > ⚠ **This is the single most common reason "my paid ad leads are showing up as Direct Traffic."** If you're spending money on Google or Meta ads and your attribution looks broken, this is almost certainly why. ### Quick decision guide: which tracking pattern do I need?

Your Setup	Recommended Pattern
Website built entirely inside Aesthetix CRM	Pattern A — nothing to install, you're done
External website + already using the Chat Widget	Pattern B — chat widget covers it
External website + Chat Widget not desired	Pattern C — install the External Tracking Script
External website + only single-page landing pages with forms on them	Pattern A behavior at conversion time, but you'll lose any cross-page nuance — Pattern C still recommended
Mix of native landing pages + external main site	Use Pattern A on the native pages, Pattern B or C on the external site
Inbound phone calls (additive to any of the above)	Pattern D — add Number Pools for call-channel attribution

### Pattern D: Capturing attribution from inbound phone calls (Number Pools) Patterns A, B, and C handle web-based conversions (forms, calendars, chat). But what about **inbound phone calls**? By default, calls show up with the source **Others** — useful to know they came in by phone, but not useful for understanding which marketing channel drove them. **Number Pools solve this.** They're a dynamic-number-insertion system that swaps the phone number displayed on your website based on where each visitor came from. When that visitor later calls the number they saw, the system stitches the call back to the original web session — and the resulting contact gets the correct source attribution (Paid Search, Organic Search, etc.) instead of Others. **How it works in practice:** 1. You purchase a small pool of phone numbers (typically 4–8) inside your account 2. You install the **Number Pool tracking snippet** in the footer of your website (this is a separate snippet from the Chat Widget and External Tracking Script — all three can run on the same site) 3. When a visitor lands on your site, the snippet detects their traffic source (paid search, organic, social, direct) and dynamically swaps the displayed phone number to a unique tracking number from your pool 4. Different visitors see different numbers — the visitor from Google Ads sees Number A, the visitor from organic search sees Number B, etc. 5. When a visitor calls the number shown on their page, the call is matched back to their session via cookie, attributed to the original source, and forwarded to your real business number 6. The call appears in your Call Reports tagged with the correct source — and if it generates a new contact, that contact's First Attribution will reflect the original web source instead of "Others" **To set up a Number Pool:** 1. From the left navigation, go to **Settings → Phone Numbers** 2. Select **Number Pools** under **Manage Numbers** 3. Click **Create Number Pool** and select **Visitors Activity** as the tracking type 4. Choose which visitor sources you want to track (we recommend **All Visitors** for the most complete picture) 5. Add a **Forwarding Number** — this is your real business phone where the calls will route. _Important: this cannot be another Aesthetix CRM number, or it will create a forwarding loop._ 6. Choose your pool size (4 minimum). Larger pools are needed for higher-traffic sites — if too many concurrent visitors share the same number, attribution accuracy degrades. 7. Save the pool, then click **Add/Edit Group ID** to generate the **Group Snippet**. Copy this snippet and paste it in the footer of every page on your site (just like the External Tracking Script). 8. Verify it works by opening your site in an incognito window — you should see the displayed phone number swap based on how you arrived. **Pool sizing rough guide:**

Monthly Site Visitors	Recommended Pool Size
Under 5,000	4 numbers
5,000 – 20,000	6 numbers
20,000+	8 or more numbers

Each number in the pool is billed at the standard phone number rate (same as any other phone number in your account). > ⚠ **Important limitations of Number Pools:** > > - The visitor **must visit your website first** for the number swap to happen. Someone who sees a phone number directly in a Google Ad call extension or a print ad and dials it isn't going through the pool — that's just a regular inbound call. > > - For **Meta (Facebook/Instagram) Ads**, number pool attribution only works for click-to-call scenarios where the visitor clicks through to your website first. If the lead dials a pool number after seeing it on the site, attribution works. If they see your business number in a Meta ad and call directly, it doesn't. > > - Number pools require an active **Group Snippet** on your site to function. The snippet is _separate_ from the Chat Widget and External Tracking Script — install all three if you need full attribution coverage across forms, chat, and calls. > **Best for:** Practices that invest meaningfully in paid ads or local SEO and want to know which channels drive their phone consultations. For most med spas, calls are still the dominant lead channel — so adding Number Pools to your attribution stack typically uncovers a significant amount of revenue that was previously categorized as "Others" with no source detail. [ How to Setup Call Tracking With Number Pools Learn how to setup attribution driven call tracking for Google Ads and Facebook Ads ](https://help.aesthetixcrm.com/en/articles/853-how-to-setup-call-tracking-with-number-pools.md) * * * ### What CANNOT capture attribution data, no matter what Some setups will never produce useful attribution data, regardless of which tracking pattern is in place:

Setup	Why It Doesn’t Work	What Happens
Iframe-based third-party forms (some Typeform embeds, JotForm popups, Calendly iframes)	The form lives in a separate browser context that the tracking script can't see into	No contact created via tracking
Pure JavaScript widget forms (third-party plugins that don't render real HTML inputs in the page)	The External Tracking Script needs a real `<form>` element in the DOM to detect the submission	No contact created via tracking
Forms hosted on a different domain than where the tracking script is installed	Cross-domain session tracking is not supported in the standard configuration	Inconsistent / falls back to Direct Traffic
Hidden or disabled form fields (`display: none`, all-disabled inputs)	Tracking script intentionally ignores hidden form elements as a privacy/security measure	No contact created via tracking
Contacts created by Zapier or external API	Contact is created by an integration call, not from a tracked browser session	Categorized as Third-Party
Contacts created manually by a team member	No browser session involved	Categorized as CRM UI
Contacts created or modified by an internal workflow	No browser session involved — the contact was generated by automation	Categorized as CRM Workflows
Inbound calls, SMS, email replies, WhatsApp messages, Messenger chats	These are non-web channels — there's no browser session to attribute	Categorized as Others (or inherits source from a Number Pool if used — see Pattern D)

* * * ## How Aesthetix CRM determines the source (the rules engine) When a conversion event fires, the attribution engine looks at two things: 1. **The full URL of the page** the visitor was on when they converted (including all query parameters) 2. **The referring domain** — the website they were on right before they landed on your page (if available) It then runs that data through a set of rules in priority order. The **first rule that matches** is the source that gets assigned. Once a match is found, the engine stops checking — so rule order matters.

Order	Rule	Assigned Source
1	The `utm_source` parameter contains `adwords`	Paid Search
2	A `gclid`, `wbraid`, or `gbraid` parameter is present (Google click IDs), or `msclkid` is present (Microsoft/Bing click ID)	Paid Search
3	A `utm_source`, `utm_medium`, or `utm_campaign` parameter is present and the referring domain is `google.com`	Paid Search
4	The `utm_source` parameter contains `fb_ad`, `linkedin_ad`, `twitter_ad`, or `reddit_ad`, or the `ctwa_clid` parameter is present (WhatsApp click-to-ad)	Paid Social
5	The referring domain is a known social media site (Facebook, Instagram, LinkedIn, X, TikTok, etc.)	Social Media
6	The referring domain is a known search engine (Google, Bing, Yahoo, DuckDuckGo)	Organic Search
7	The referring domain is anything else (not social, not search)	Referrals
8	No referring domain and no tracking parameters present	Direct Traffic
9	The lead came in through a non-web channel (call, SMS, email, WhatsApp, Messenger)	Others
10	The lead was created manually by a team member inside the CRM	CRM UI
11	The lead was created or modified by an automated workflow inside the CRM	CRM Workflows
12	The lead was created by a third-party integration (Zapier, API, EMR sync)	Third-Party

### Why this order matters Notice that **paid traffic rules run first**. This is intentional. If a Google Ad lands a visitor on your page and they convert, the engine sees the `gclid` parameter (rule 2) and stops there — assigning **Paid Search**. It never bothers checking rules 5, 6, or 7. This also means **UTM parameters override referring domains in most cases**. If you tag your Facebook ad URL with `utm_source=fb_ad`, the visitor will be categorized as Paid Social even if Meta strips the referrer header. > 💡 **Pro tip:** If you're seeing leads from your paid campaigns categorized as Direct Traffic, Organic Search, or Social Media instead of Paid Search/Paid Social, that's almost always a UTM parameter problem. See the Troubleshooting section. * * * ## Real-world examples Here's how attribution actually plays out across different visitor scenarios. Examples 1–3 all submit the **same "Contact Us" form on the same contact page**, but land in three different attribution buckets based on where they came from. Example 4 shows what attribution looks like when the contact never visits your website at all. ### Example 1: Direct Traffic A prospective patient navigates directly to your website, browses a provider bio page, then submits the contact form.

Field	Captured Value
Source	Direct Traffic
Session URL	`https://yourpractice.com/about/providers/dr-amanda-rodriguez/`
Page URL	`https://yourpractice.com/contact/`
Referrer	(empty)
UTM Event Source	`direct`
Medium	`form`
Form Name	Contact Us
Device	iPhone (Safari, iOS 18)

**Why it landed in Direct Traffic:** No referrer was captured, and no UTM parameters were present. Rules 1–7 didn't match, so the engine fell through to **rule 8**: no referring domain, no tracking URL → Direct Traffic. **What this tells you:** This patient already knew about your practice — they typed your URL directly, used a bookmark, or clicked a link from somewhere that stripped the referrer (an iMessage, an in-app browser, a private browsing session, an email client). The Session URL is also revealing: they were specifically researching one of your providers, which is a strong consult-intent signal worth flagging for your front desk. * * * ### Example 2: Organic Search A prospective patient searches for a specific treatment on Bing, lands on your treatment page, navigates to the contact page, and submits the form.

Field	Captured Value
Source	Organic Search
Session URL	`https://yourpractice.com/procedures/skin-treatments/chemical-peels/cosmelan-md-depigmentation-peel/`
Page URL	`https://yourpractice.com/contact/`
Referrer	`https://www.bing.com`
UTM Event Source	`bing organic`
Medium	`form`
Form Name	Contact Us
Device	Windows desktop (Microsoft Edge)

**Why it landed in Organic Search:** No paid UTMs, no Google or Microsoft click IDs. The referrer (`bing.com`) is a known search engine, so **rule 6** matched → Organic Search. **What this tells you:** This patient discovered your practice through SEO — and the Session URL reveals exactly which page ranked for their search ("Cosmelan MD depigmentation peel"). This is gold for your content strategy: it shows which procedure pages are doing the work of attracting cold demand. Note that Organic Search includes Bing, Yahoo, and DuckDuckGo, not just Google — don't underestimate the long tail of search engines, especially for desktop users. * * * ### Example 3: Referral A patient is browsing a partner website (a sister practice, a directory, or a press article), clicks through to your med spa, lands on the homepage, navigates to contact, and submits the form.

Field	Captured Value
Source	Referral
Session URL	`https://yourpractice.com/`
Page URL	`https://yourpractice.com/contact/`
Referrer	`https://www.partnerpracticesite.com`
UTM Event Source	`direct`
Medium	`form`
Form Name	Contact Us
Device	iPhone (Safari, iOS 18)

**Why it landed in Referral:** No paid UTMs, no Google click IDs, the referrer isn't a known social platform (rule 5 didn't match), and the referrer isn't a known search engine (rule 6 didn't match). **Rule 7** matched: a referring domain that's neither social nor search → Referral. **What this tells you:** This patient came from another website that links to yours. The Referrer field tells you exactly which one. For practices with sister sites (e.g., a plastic surgery practice that also operates a med spa), partner directories, RealSelf-style listings, or press mentions, monitoring the Referral source over time will show you which of those off-site assets are actually driving leads. * * * ### Example 4: Instagram DM (limited attribution) A potential patient sees one of your Instagram posts, sends a direct message asking about a treatment, and that conversation generates a contact in Aesthetix CRM via the Conversations integration.

Field	Captured Value
Source	Social media
Medium	`instagram`
Medium ID	`1610020290228413` (your connected Instagram account ID)
Ig Sid	`1610020290228413`
Session URL	(empty)
Page URL	(empty)
Referrer	(empty)
UTMs	(empty)

**Why the data is so sparse:** This contact was never on your website. The conversion event happened entirely inside Instagram's DM interface. Aesthetix CRM only knows what Meta exposes through the messaging integration — which Instagram account received the message, and a session ID. There's no browser session to read URLs, referrers, or UTMs from. **What this tells you:** This is the **expected behavior** for any DM-based channel (Instagram, Facebook Messenger, WhatsApp). You'll see the Source and Medium correctly identified, but you won't get the page-level or campaign-level attribution detail that web-based conversions produce. If you need to know _which Instagram ad or post_ drove a particular DM, you'll need to cross-reference the timing and content with your Meta Ads Manager reports — Aesthetix CRM doesn't have visibility into that on its own. * * * > 💡 **The big takeaway:** All three \[main\] of these submissions came through the same form on the same contact page. The conversion event itself is identical. But because attribution is based on the **Session URL** (entry point) and **Referrer** (where they came from) — not the Page URL where the form lives — three completely different sources were captured. > > The Instagram DM example shows the other side of the coin: when there's no web session to attribute, the data captured is intentionally minimal. That's not a bug — it's a reflection of what the source channel actually exposes. > > If you ever wonder "why did this contact get tagged as X?", look at the **Session URL**, **Referrer**, and **Medium** fields first, then walk those values through the rules table above. The answer will always be there. * * * ## Setting up Paid Search tracking (Google Ads) To get your Google Ads traffic correctly categorized as **Paid Search**, you need to apply our Google Ads UTM template to your final URL. Aesthetix CRM uses these parameters to identify and group your campaigns inside the Ad Reporting dashboard. ### The Google Ads UTM template {lpurl}?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} > ⚠ **This is case-sensitive.** Copy and paste it exactly. Do not retype. ### Parameter breakdown

Name	Key	Value	Set By
UTM Source	`utm_source`	`adwords`	You (must be exactly `adwords`)
UTM Medium	`utm_medium`	`{adname}`	Google Ads (auto-populated)
UTM Campaign	`utm_campaign`	`{campaignname}`	Google Ads (auto-populated)
UTM Content	`utm_content`	`{adgroupname}`	Google Ads (auto-populated)
Match Type	`utm_matchtype`	`{matchtype}`	Google Ads (auto-populated)
Campaign ID	`campaign_id`	`{campaignid}`	Google Ads (auto-populated)
Ad Group ID	`ad_group_id`	`{adgroupid}`	Google Ads (auto-populated)
Ad ID	`ad_id`	`{creative}`	Google Ads (auto-populated)

For full setup instructions including where to paste the template inside Google Ads, see the **Google Ads Reporting Setup** article. [ Google Ads: All-In-One Guide This comprehensive article combines multiple articles into one to help you get your Google ads properly setup and integrated with Aesthetix CRM. ](https://help.aesthetixcrm.com/en/articles/1096-google-ads-all-in-one-guide.md) * * * ## Setting up Paid Social tracking (Meta — Facebook & Instagram) To get your Meta Ads traffic correctly categorized as **Paid Social**, apply our Meta UTM template to your final URL. ### The Meta Ads UTM template ```javascript {YourLandingPageUrl.com}?utm_source=fb_ad&utm_medium={{adset.name}}&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}} ``` > ⚠ **This is case-sensitive.** Copy and paste it exactly. Note that Meta's dynamic placeholders use **double curly braces** `{{ }}` — Google's use single `{ }`. ### Parameter breakdown

Name	Key	Value	Set By
UTM Source	`utm_source`	`fb_ad`	You (must be exactly `fb_ad`)
UTM Medium	`utm_medium`	`{{adset.name}}`	Meta Ads Manager (auto-populated)
UTM Campaign	`utm_campaign`	`{{campaign.name}}`	Meta Ads Manager (auto-populated)
UTM Content	`utm_content`	`{{ad.name}}`	Meta Ads Manager (auto-populated)
Campaign ID	`campaign_id`	`{{campaign.id}}`	Meta Ads Manager (auto-populated)

> 💡 The legacy value `utm_source=facebook` has been deprecated. Use `fb_ad` going forward — `facebook` will not be recognized as a paid social source. For full setup instructions including where to paste the template inside Meta Ads Manager, see the **Meta Ads Reporting Setup** article. [ Facebook Ads: All-In-One Guide Use this guide as your one stop to set up Facebook ads whether using lead forms or landing pages. ](https://help.aesthetixcrm.com/en/articles/1098-facebook-ads-all-in-one-guide.md) * * * ## Known limitations Understanding these limitations up front will save your team a lot of "why isn't this working?" troubleshooting later. ### 1\. Attribution requires a compatible conversion event Attribution data is captured through one of two mechanisms: 1. **A native Aesthetix CRM form, calendar, survey, chat widget, or order form** — works on any site (native or external) where it's embedded 2. **A standard HTML** `` **element on a page where the External Tracking Script is installed** — works for compatible third-party forms with real `` tags Forms that fall outside both — **iframe-based embeds, popup-only forms, or JavaScript widget forms that don't render real HTML inputs** (including most WordPress page builder form widgets) — cannot be tracked. Page views may still be recorded if the script is installed, but submissions won't sync. **Workaround:** Either embed a native Aesthetix CRM form on your external website, OR replace your incompatible form with one of the recommended HTML form plugins (WPForms, Gravity Forms, Contact Form 7) and install the External Tracking Script. ### 2\. Multi-page browsing journeys require a tracking mechanism on every page If a visitor lands on Page A from a Google Ad and then navigates to Page B before submitting a form, the UTM parameters from Page A do not carry over **on their own**. By the time the conversion fires on Page B, the original ad click data has been lost. **Solution:** Install one of the session-persistence layers covered above: - The **Chat Widget** on every page of your site, OR - The **External Tracking Script** on every page of your site Either one will capture the original landing page data anonymously and attach it to the contact when they finally convert. See How attribution actually gets captured for detailed setup guidance. ### 3\. Encrypted search keywords show as "Unknown" For Organic Search attribution, you may see keywords listed as "Unknown (SSL)." This is because Google encrypts search queries — the search engine itself doesn't pass keyword data to your site. This is a limitation of the search engines, not Aesthetix CRM. ### 4\. Some platforms strip referrer headers Certain apps (in particular, the iOS Facebook and Instagram apps when opening links in their in-app browsers) sometimes strip the referrer header. When this happens without UTM parameters, the lead can land in **Direct Traffic** even though they clearly came from social. This is why proper UTM tagging on paid campaigns is non-negotiable. ### 5\. Do not add custom UTM parameters to the templates Adding extra parameters or modifying the template values can cause the rules engine to miss the match. Stick to the templates exactly as provided. ### 6\. Inbound calls and SMS get categorized as "Others" — unless you use Number Pools By default, calls into your business number are categorized as **Others** with no source detail — you know it came in by phone, but not which marketing channel drove it. **Solution:** Set up **Number Pools** (Pattern D in How attribution actually gets captured). This dynamically swaps the phone number displayed on your website based on each visitor's traffic source, then attributes the resulting call back to that source. With Number Pools in place, calls inherit the same source classification as web conversions (Paid Search, Organic Search, etc.) instead of falling into Others. For inbound SMS, email replies, and other text-based channels, there's no equivalent solution today — these will continue to be categorized as Others regardless of your tracking setup. ### 7\. Browser privacy settings can break session persistence Modern browsers — particularly Safari on iOS and macOS — have aggressive privacy features (Intelligent Tracking Prevention, content blockers, private browsing modes) that can clear the browser storage used by the Chat Widget and External Tracking Script. When this happens: - Anonymous session data captured on Page A may be cleared before the visitor reaches Page B - The conversion will fall back to Direct Traffic or Referral This is more of an issue for visitors who: - Use Safari Private Browsing - Have third-party cookie blocking enabled aggressively - Wait more than 7 days between landing on the site and converting (iOS ITP clears tracking data after 7 days) **Workaround:** This is a browser-level limitation, not something Aesthetix CRM can override. The best mitigation is to make your conversion path short — keep the form on or near the landing page so the conversion happens in the same session. ### 8\. Facebook Messenger and Instagram DM leads have limited attribution data When a contact is created from a Facebook Messenger or Instagram Direct Message conversation (via the Conversations integration), the attribution captured is intentionally minimal because there's no browser session to attribute. You'll typically only see:

Field	Captured Value
Source	Social media
Medium	`instagram` or `facebook`
Medium ID	The unique ID of the connected Page or Instagram account
Ig Sid (Instagram only)	The Instagram session ID for the message thread

You will **not** get session URLs, referrers, UTMs, click IDs, or device data — because the contact never visited your website during the conversion event. The system only knows which channel they came from and which connected account received the message. This is a fundamental limitation of message-based channels, not a configuration issue. The same applies (with even less detail) to WhatsApp messages and other DM-based integrations. **What this means for your reporting:** Don't expect to see Meta Ad campaign-level attribution on Messenger/DM leads, even if those leads originated from a click-to-message ad. If campaign-level attribution on Messenger/DM leads is critical for your practice, you'll need to combine the Aesthetix CRM data with reporting from Meta Ads Manager directly. * * * ## Troubleshooting ### My paid leads are showing up as "Direct Traffic" or "Organic Search" This is by far the most common attribution problem. There are two possible root causes — work through them in order. **Root cause #1: Missing session-tracking layer on a multi-page journey** If your landing page and your conversion page are different pages, you need either the **Chat Widget** or the **External Tracking Script** installed on every page. Without that, the original UTMs from the ad-clicked landing page are lost the moment the visitor navigates to a different page. To diagnose: 1. Open your landing page in an incognito browser 2. Append a test UTM string: `?utm_source=adwords&utm_medium=test&utm_campaign=diagnostic` 3. Click an internal link on the landing page (e.g., "Contact" in the menu) to navigate to your conversion page 4. Submit the form on the conversion page 5. Check the new contact's attribution panel. If the source shows **Direct Traffic** or **Referral** instead of **Paid Search**, your session-tracking layer is missing or not firing on every page **Root cause #2: UTM parameter problems on the ad itself** If your visitors land on the conversion page directly from the ad (no navigation in between) but attribution still shows wrong, the issue is in your ad's URL configuration: 1. **Verify case sensitivity.** `utm_source=AdWords` is **not** the same as `utm_source=adwords`. Lowercase only, exactly as provided in the template. 2. **Verify spelling.** A typo like `utm_souce` (missing the `r`) will silently fail. The engine looks for the exact key. 3. **Test the URL manually.** Copy the final URL from a live ad preview, paste it into a fresh incognito browser, submit the form yourself, and check the contact's attribution data. 4. **Check that you used the correct template.** Google Ads uses `utm_source=adwords`. Meta uses `utm_source=fb_ad`. Mixing them up will land in the wrong category. ### My contact's attribution shows the wrong source Check the **Session URL** field on the attribution record (not the Page URL — those are different). The Session URL shows the exact URL the visitor was on when they _first entered the session_, including all parameters and the referrer at that moment. Run that URL and referrer through the [rules table](https://claude.ai/chat/2b90641e-a1dc-4bf6-becc-7e2025d2b800#how-aesthetix-crm-determines-the-source-the-rules-engine) above — the first rule that matches will tell you exactly why it was categorized that way. If the Session URL doesn't include the UTM parameters you expected, your ad isn't tagging the landing URL correctly — see the steps above. ### Attribution is missing entirely on a contact If a contact has no attribution data at all, one of the following is true: - The contact was created manually (CRM UI) or via integration (Third-Party) and never had a tracked conversion event - The conversion event happened on a third-party form, not a native Aesthetix CRM asset - The contact was created before attribution tracking was active on the form/calendar/widget they used ### My External Tracking Script isn't firing — no console logs, no data A few things to check, in order: 1. **Verify the script is actually on the page.** Right-click the page → View Source → search for `external-tracking.js`. If it's not there, the script wasn't added or your CMS didn't save it. 2. **Verify the** `data-tracking-id` **attribute is intact.** Some Google Tag Manager configurations strip attributes when wrapping scripts. If your console shows `Tracking: Missing data-tracking-id attribute`, GTM is the culprit. Either fix the GTM tag to preserve attributes, or install the script directly in your site footer. 3. **Enable debug mode.** Add `data-debug="true"` to the script tag and reload the page with browser DevTools open. You should see tracking logs in the Console. 4. **Check for cookie blocking.** Browser privacy extensions (uBlock Origin, Privacy Badger), enterprise content blockers, or Brave's built-in shield can block the tracking script entirely. Test in a different browser without extensions. 5. **Check for CORS errors.** In DevTools → Network tab, filter by the tracking request. If you see CORS errors, the domain may not be properly connected to your account — reach out to support. ### My single-page app (React, Vue, Next.js) isn't tracking page navigations Single-page apps don't trigger a fresh page load when the user navigates between routes — the URL changes but the script doesn't fire again. As a result, only the initial page load is tracked. To fix this, your developer needs to manually trigger a `page_view` event after each route change. This is a common pattern for SPAs and is a one-time setup. Reach out to our team for the specific implementation guidance. * * * ## For developers and integrations If your team is building dashboards, custom integrations, or pulling attribution data into a data warehouse, the same attribution data shown in the UI is exposed through the Aesthetix CRM API. When you call the **Get Contact** endpoint, the response includes two attribution objects: - `attributionSource` → corresponds to **First Attribution** in the UI - `lastAttributionSource` → corresponds to **Latest Attribution** in the UI Both objects have the same field structure. Here's the full schema:

API Field	Type	Description
`url`	string (required)	The URL where the conversion event fired
`campaign`	string	Campaign name (from `utm_campaign`)
`campaignId`	string	Platform-assigned campaign ID
`utmSource`	string	`utm_source` parameter value
`utmMedium`	string	`utm_medium` parameter value
`utmContent`	string	`utm_content` parameter value
`referrer`	string	Referring URL
`gclid`	string	Google Ads click ID
`fbclid`	string	Meta (Facebook/Instagram) click ID
`msclkid`	string	Microsoft / Bing Ads click ID
`dclid`	string	Display & Video 360 / Google Display click ID
`fbc`	string	Meta click cookie value
`fbp`	string	Meta Pixel browser cookie value
`fbEventId`	string	Meta CAPI event deduplication ID
`userAgent`	string	Visitor's browser user agent string
`ip`	string	Visitor's IP address
`medium`	string	Conversion event type (`form`, `survey`, `calendar`, `chat`, `order_form`)
`mediumId`	string	Unique ID of the specific form, calendar, or widget that fired the event

The contact response also includes a top-level `visitorId` field — a unique identifier assigned to each chat widget visitor, useful for stitching pre-conversion chat sessions to the resulting contact. **Common use cases:** - Pulling attribution data into a BI tool (Looker, Tableau, Power BI) for cross-channel ROI analysis - Building a custom dashboard for multi-location practices that need consolidated reporting - Sending conversion events back to ad platforms via custom server-side integrations - Deduplicating leads across the CRM and an EMR or other downstream system Aesthetix CRM API documentation, authentication, and full endpoint reference is available through your account team. API access requires an active OAuth integration or private integration token; reach out for setup details. > 💡 **For agencies:** If you manage multiple Aesthetix CRM accounts and want a single attribution dashboard across all of them, the Get Contact endpoint combined with the Workflows API and Reporting API gives you everything you need to build a custom multi-account reporting layer. * * * ## FAQ **Q: Will attribution work if I embed an Aesthetix CRM form on my WordPress / Squarespace / Shopify site?** Yes — the embedded form itself will capture attribution at the moment of submission. But for cross-page browsing journeys (visitor lands on Page A from an ad, then navigates to Page B and submits), you'll also need either the **Chat Widget** or the **External Tracking Script** installed on every page. Otherwise the original ad data from Page A will be lost by the time they reach Page B. **Q: Should I use the Chat Widget or the External Tracking Script for attribution?** If you already use (or want to use) the Chat Widget on your site, it handles attribution tracking automatically — no separate script needed. If you don't want a chat interface on your website, install the External Tracking Script instead. They both serve the same attribution purpose; the Chat Widget just adds the chat functionality on top. There's no benefit to installing both — pick one. **Q: Does the External Tracking Script work with iframe-based forms?** No. The script needs to see a real `` element in the page DOM to detect submissions. Iframe-based forms (and many third-party form widgets) live in a separate browser context that the script can't access. If you need attribution on a third-party form, replace it with an embedded Aesthetix CRM form. **Q: I have the External Tracking Script installed on my WordPress site but form submissions aren't syncing. Why?** This is almost always because the form on your site is built with a page builder (Elementor, Divi, WPBakery, Beaver Builder, Bricks) or a JavaScript widget that renders form-like UI using `

` elements instead of a real HTML `` tag. The script can't detect those submissions. Either rebuild the form using **WPForms**, **Gravity Forms**, or **Contact Form 7**, or replace it with an embedded Aesthetix CRM form. To verify: right-click your form → Inspect → look for `` wrapping the inputs. If you see only `

` elements, that's the issue. **Q: Can I track page views without form submissions?** Yes — once the External Tracking Script is installed, page views are tracked anonymously and stored in the visitor's browser. You can use the **Page View** workflow trigger to fire automations based on which pages a visitor has viewed, even before they convert. Note that no contact record is created until a form submission ties the anonymous activity to a real person. **Q: How do I track which marketing channel drove an inbound phone call?** Use **Number Pools** (Pattern D in How attribution actually gets captured). Without a number pool, calls are categorized as **Others** with no source detail. With a number pool, the phone number displayed on your website dynamically swaps based on where each visitor came from, and calls to those tracked numbers are attributed back to the original source. **Q: Why don't my Instagram DM leads have any URL or campaign data?** Because the conversion happened entirely inside Instagram — the lead never visited your website. The system can only capture what Meta exposes through the messaging integration: the source channel (Social media), the medium (instagram), and your connected account ID. Session URLs, referrers, and UTMs require a browser session, which DM-based conversions don't have. This is the expected behavior for any DM, Messenger, or WhatsApp lead. See Limitation #8 for more detail. **Q: Can I run the Chat Widget, External Tracking Script, AND Number Pool snippet on the same site?** Yes — all three can coexist on the same site and they don't conflict. They handle different attribution capture jobs: the Chat Widget covers chat conversions and acts as a session tracker, the External Tracking Script covers form submissions and page-view-triggered workflows, and the Number Pool snippet handles inbound call attribution via dynamic number insertion. For a complete attribution picture across forms, chat, and calls, you'd typically run two of the three: (Chat Widget OR External Tracking Script) plus the Number Pool snippet. **Q: How do I export attribution data into a spreadsheet?** Use the **custom contact fields** that Aesthetix CRM auto-populates with attribution data — these are included in standard CSV exports from the Contacts tab. The native attribution data on the Activity tab is not included in CSV exports, but the custom fields (First Attribution Session Source, Last Attribution Session Source, UTM Source, UTM Campaign, UTM Content, Attribution - Source URL, Attribution - GCLID, Attribution - FBCLID) cover the most-used values. See Attribution data in custom contact fields for the full list. **Q: Can I use attribution data as merge fields in emails or SMS?** Yes — through the **custom contact fields**. You can reference any of the mapped attribution custom fields the same way you'd reference any other contact field (e.g., `{{contact.last_attribution_session_source}}` in a template). The native attribution panel data is not directly available as merge fields, which is why we set up the custom field workflow in the first place. **Q: Why are the UTM Source / UTM Campaign / GCLID / FBCLID fields empty on so many of my contacts?** Because UTM parameters and click IDs only exist on URLs that were explicitly tagged with them — typically by paid ad campaigns. Contacts who arrived via organic search, direct traffic, organic social media, referrals, inbound calls, or DM channels don't have UTMs because no one tagged the URL they arrived through. **This is expected and normal.** If you want UTMs on your organic content (Instagram bio link, email newsletter links, partner referrals), you'll need to manually add UTM parameters to those URLs yourself. See the table in Why some custom fields will be empty for many contacts. **Q: What is the "CRM Workflows" attribution source?** "CRM Workflows" appears on contacts that were created or substantially modified by an automated workflow inside Aesthetix CRM (as opposed to manual entry, which produces "CRM UI"). For example, if you have a workflow that auto-creates a contact from a webhook trigger, that contact's source will be CRM Workflows. This is a relatively new source type and may not appear in older help materials. It's a normal source — not an error. **Q: Why does my contact show one source at the top of their record and a different source on the attribution panel?** Because those are two different fields. The single "Source" field at the top of the contact record is the **Contact Source** — a free-text label set by the form, URL parameter, or system default. The source shown on the Activity tab attribution panel is the **Attribution Source** — the standardized marketing channel categorization (Paid Search, Organic Search, etc.) assigned by the rules engine. Both are correct; they answer different questions. See Contact Source vs. Attribution Source for the full explanation. **Q: I want all leads from a specific landing page to be tagged with a custom source label — how?** Use the `?source=` URL parameter. Append it to your landing page URL (e.g., `https://yoursite.com/landing?source=summer_promo_2026`) and any form submitted from that page will be tagged with that custom Contact Source label. This overrides the form's built-in source value. Note: this only affects the Contact Source field, not the Attribution Source — the Attribution Source is still determined by UTMs and referrer. **Q: If a returning lead submits another form, does their Contact Source get overwritten?** No. Aesthetix CRM workflows that update Contact Source always check whether the field already has a value — if it does, the workflow leaves it alone. This means the Contact Source you see on a returning lead is the _original_ source from when they first entered your system, not the most recent form they happened to submit. (If you want to track the most recent interaction channel, use the **Last Attribution Session Source** custom field instead — that one updates on every new conversion.) **Q: Do Trigger Link clicks update attribution?** Yes. When a contact clicks a Trigger Link in an email, SMS, WhatsApp, GMB, or Messenger/DM, the click is recorded as a tracked event on their activity timeline and their **Latest Attribution** is updated to reflect that the most recent interaction was a Trigger Link click. The First Attribution remains locked to whatever was originally captured. **Q: How long is anonymous session data stored before a contact submits a form?** Session data is stored in browser storage and persists across navigation within the same browsing session. It can persist across multiple sessions for some time, but iOS Safari's Intelligent Tracking Prevention will typically clear it after 7 days of inactivity. For best results, design your conversion path so visitors convert in the same session they arrive in. **Q: What happens to attribution if a contact converts twice in the same session?** Latest Attribution will update to reflect the most recent conversion event. If both conversions happen on the same visit (same UTMs, same referrer), the data will look identical — but the timestamp will update. **Q: Can I see attribution data in the Reporting dashboard, not just on individual contacts?** Yes. The Ad Reporting dashboards roll up attribution data across all your contacts and let you filter by source, campaign, ad group, and more. See the Ad Reporting articles for details. **Q: How does attribution interact with the Facebook/Meta Conversions API (CAPI)?** They serve different purposes. Native attribution categorizes contacts inside Aesthetix CRM for your own reporting. CAPI sends conversion events back to Meta so Meta can optimize ad delivery. You should set up both — they don't conflict. **Q: Does Aesthetix CRM support TikTok Ads attribution?** Currently, the rules engine recognizes `fb_ad`, `linkedin_ad`, `twitter_ad`, and `reddit_ad` as Paid Social signals. TikTok-tagged URLs (e.g., `utm_source=tiktok_ad`) will currently fall into Social Media or Referrals depending on the referrer. If TikTok is a major channel for your practice, contact our team — we can help you tag URLs to land in a meaningful category. **Q: Will attribution capture if a patient clicks an SMS link and submits a form?** Yes — but the source assigned will be based on the URL parameters in the SMS link. If you don't add UTM parameters to your SMS links, the conversion will likely be categorized as Direct Traffic. We recommend tagging SMS campaign links with `utm_source=sms&utm_campaign={campaign_name}` to track their performance. **Q: Can I edit attribution data after it's been captured?** First Attribution is locked once captured and cannot be edited. Latest Attribution updates automatically on every new conversion event. Neither can be edited manually through the UI. **Q: Does attribution work on my mobile-optimized landing page?** Yes. The attribution engine doesn't care about device type — it reads the URL and referrer, both of which are present on mobile and desktop equally. **Q: What are the Fbp, GA Client ID, and FB Event ID fields on the attribution panel?** Those are **tracking identifiers**, not attribution sources. They're captured automatically alongside attribution data so they can be used downstream: - **Fbp** is the Meta Pixel browser cookie. It's needed to send conversion events back to Meta via the Conversions API (CAPI), which lets Meta optimize ad delivery against your actual closed leads. - **GA Client ID** is the Google Analytics client cookie. It's used to stitch together user activity between your website's GA4 tracking and conversion events fired in Aesthetix CRM. - **FB Event ID** is a unique ID generated for each conversion event so that browser-side Pixel events and server-side CAPI events can be deduplicated by Meta. You don't need to do anything with these fields directly. They're stored so the system can use them when sending data to Meta and Google for ad optimization. * * * _Need help setting up attribution tracking for your campaigns? Setup of paid ad attribution tracking falls outside the standard support scope. If you'd like our team to configure your Google Ads or Meta Ads UTM templates, submit a Custom Build Request and we'll get you a quote._

	First Attribution	Latest Attribution
Captures	The very first interaction the contact ever had with your business	The most recent interaction the contact has had with your business
Changes over time?	No — locked in forever after the first capture	Yes — overwritten on every new tracked interaction
Best used for	Understanding which channels introduce new patients to your practice	Understanding which channels re-engage existing contacts and drive conversions

Field	What it captures	Example
Source	The categorized source label assigned by the rules engine	`Paid Search`, `Organic Search`, `Direct Traffic`
Session URL	The first page the visitor landed on during the session that produced the conversion	`https://yourpractice.com/procedures/botox/`
Page URL	The actual page where the form, calendar, or chat conversion happened	`https://yourpractice.com/contact/`
Referrer	The website that referred the visitor (may be empty for direct traffic)	`https://www.google.com`
Campaign	The friendly campaign name (from `utm_campaign`)	`summer_botox_promo`
Campaign ID	The platform-assigned campaign ID (from `campaign_id`)	`123456789`
Medium	The type of conversion event that captured the data	`form`, `calendar`, `chat`, `survey`
Medium ID	The unique ID of the specific form, calendar, or widget that fired the event	`fWPi83xs3wMNJB1peC4j`
Submission ID	The unique ID of the conversion event itself	`c84a816a-4f39-4193-9b17-1b763eba75ca`
UTM Source	The `utm_source` parameter from the landing page URL	`adwords`, `fb_ad`, `direct`
UTM Medium	The `utm_medium` parameter from the landing page URL	`{adname}`, `{{adset.name}}`
UTM Content	The `utm_content` parameter from the landing page URL	`{adgroupname}`, `{{ad.name}}`
UTM Event Source	A normalized summary label of the source signal	`direct`, `bing organic`, `google paid`
gclid	Google Ads click ID (auto-appended to ad clicks when auto-tagging is on)	`CjOKCQjwnNyUBhCZARISA...`
fbclid	Facebook/Meta click ID (auto-appended to Meta ad clicks)	`IwAR1Sv...`
msclkid	Microsoft/Bing Ads click ID	`abc123...`
dclid	Display & Video 360 / Google Display click ID	`CL_8...`
fbc	Meta click cookie value (server-side tracking)	`fb.1.1700000000.IwAR...`
fbp	Meta Pixel browser cookie value (used by Meta Conversions API)	`fb.1.1777334716612.32642929282004571`
FB Event ID	Unique event ID for deduplication when sending to Meta CAPI	`572584e1-e9f1-458e-bb87-b8b0fb270124`
GA Client ID	Google Analytics client cookie value	`GA1.1.1928254996.1777334717`
User Agent	The browser and device used	`Mozilla/5.0 (iPhone; CPU iPhone OS 18_7...)`
IP	The visitor's IP address (used for geolocation and fraud detection)	`2600:8801:afc0:55::1019`
Visitor ID	Unique ID assigned to each chat widget visitor (for session continuity)	`ve9EPM428h8vShlRW1KT`

Custom Contact Field	Mapped From	What It Contains
First Attribution Session Source	First Attribution → Session Source	The source category from the first time this contact ever converted (Paid Search, Organic Search, Direct Traffic, etc.) — locked in forever after first conversion
Last Attribution Session Source	Latest Attribution → Session Source	The source category from the most recent conversion — updates every time the contact triggers a new conversion event
UTM Source	Latest Attribution → utmSource	The `utm_source` value from the most recent conversion (e.g., `adwords`, `fb_ad`)
UTM Campaign	Latest Attribution → campaign	The campaign name from the most recent conversion
UTM Content	Latest Attribution → utmContent	The ad content / variant identifier from the most recent conversion
Attribution - Source URL	Latest Attribution → url	The full landing URL from the most recent conversion (with all parameters)
Attribution - GCLID	Latest Attribution → gclid	The Google Ads click ID from the most recent conversion
Attribution - FBCLID	Latest Attribution → fbclid	The Meta (Facebook/Instagram) click ID from the most recent conversion

Value	Merge Field Path
Source URL (where the conversion happened)	{{contact.lastAttributionSource.url}}
Referrer	{{contact.lastAttributionSource.referrer}}
utm_source	{{contact.lastAttributionSource.utmSource}}
utm_medium	{{contact.lastAttributionSource.utmMedium}}
utm_content	{{contact.lastAttributionSource.utmContent}}
utm_campaign	{{contact.lastAttributionSource.campaign}}
Campaign ID	{{contact.lastAttributionSource.campaignId}}
Google Ads click ID	{{contact.lastAttributionSource.gclid}}
Meta (Facebook/Instagram) click ID	{{contact.lastAttributionSource.fbclid}}
Microsoft/Bing Ads click ID	{{contact.lastAttributionSource.msclkid}}
Display & Video 360 click ID	{{contact.lastAttributionSource.dclid}}
Meta click cookie	{{contact.lastAttributionSource.fbc}}
Meta Pixel browser cookie	{{contact.lastAttributionSource.fbp}}
Meta CAPI Event ID	{{contact.lastAttributionSource.fbEventId}}
User Agent	{{contact.lastAttributionSource.userAgent}}
IP Address	{{contact.lastAttributionSource.ip}}
Conversion event type (form/calendar/chat/survey/order_form)	{{contact.lastAttributionSource.medium}}
Conversion event ID (the specific form/calendar/widget that fired)	{{contact.lastAttributionSource.mediumId}}

Source Type	Source URL	UTM Source / Campaign / Content	GCLID	FBCLID	Session Source
Paid Search (Google Ads)	✅ Yes	✅ Yes (from your ad's UTM template)	✅ Yes (auto-appended by Google)	—	✅ Yes
Paid Search (Bing Ads)	✅ Yes	✅ Yes	—	—	✅ Yes
Paid Social (Meta Ads)	✅ Yes	✅ Yes (from your ad's UTM template)	—	✅ Yes (auto-appended by Meta)	✅ Yes
Organic Search	✅ Yes	❌ Empty (no one tags organic results)	—	—	✅ Yes
Social Media (organic)	✅ Yes	❌ Usually empty (unless you tagged your bio link)	—	—	✅ Yes
Referrals	✅ Yes	❌ Usually empty (unless the referring site happened to use UTMs)	—	—	✅ Yes
Direct Traffic	✅ Yes	❌ Empty (typed URLs and bookmarks have no UTMs)	—	—	✅ Yes
Others (call, SMS, email, DM)	❌ Empty	❌ Empty	—	—	✅ Yes
CRM UI / CRM Workflows / Third-Party	❌ Empty	❌ Empty	—	—	✅ Yes

Use Case	Where To Look
Quickly seeing where a single contact came from	Native Activity tab on the contact
Building a smart list of "all leads from Paid Search this month"	Custom field: Last Attribution Session Source
Exporting a contact list with source data for an external report	Custom fields (included in CSV export)
Including the original campaign name in a follow-up email	Custom field merge: UTM Campaign
Triggering a workflow only for leads with a specific GCLID	Custom field condition: Attribution - GCLID
Pulling rich session detail (IP, user agent, FB Event ID, click cookies, etc.)	Native attribution panel (or API)
Building a custom dashboard or BI integration	API (see For developers and integrations)

	Contact Source	Attribution Source
Set by	The form builder, URL `?source=` parameter, or system default	The attribution rules engine (12 rules, first-match-wins)
Format	Free-text label (any string)	One of the standardized source types (Paid Search, Direct Traffic, etc.)
Where it lives	Top of the contact record, single field	Activity tab → Attribution panel, two records (First and Latest)
Used for	Quick identification of "where this lead came in from"	Categorized channel reporting and attribution analysis
Updates over time	No — set once at first capture and protected from overwrite by Aesthetix CRM workflows	Latest Attribution updates on every new conversion; First Attribution is locked

Source	What It Means	Common Scenario for a Med Spa
Paid Search	Click came from a paid search ad (Google Ads, Microsoft/Bing Ads)	A patient searches "Botox near me," clicks your Google Ad, and books a consult
Paid Social	Click came from a paid social ad (Meta, LinkedIn, X/Twitter, Reddit, WhatsApp click-to-chat ads)	A patient taps a sponsored Instagram post for your laser hair removal special
Organic Search	Click came from an unpaid search engine result	A patient searches "best filler injector in [city]" and clicks your organic listing
Social Media	Click came from an organic post, story, or share on a social platform	A patient clicks the link in your Instagram bio after seeing a Reel
Referrals	Click came from another website that isn't a search engine or social platform	A patient clicks through from a "best med spas" blog post or a directory listing
Direct Traffic	No referring source detected — typed the URL directly, used a bookmark, or had referrer data stripped	A returning patient types your website URL into their browser
Others	Lead came in through a non-web channel — inbound call, SMS, email, WhatsApp, or Facebook Messenger	A patient calls your tracking number after seeing a print ad
CRM UI	Lead was created manually inside Aesthetix CRM by a team member	Front desk adds a walk-in patient to the system by hand
CRM Workflows	Lead was created or modified by an automated workflow inside Aesthetix CRM	A workflow auto-creates a contact based on a webhook trigger or an internal automation
Third-Party	Lead was created by an external integration (Zapier, native API, EMR sync, etc.)	A new patient created in your EMR is synced into Aesthetix CRM via an integration