1. What is Lead Source Attribution?
Every case created through your website now records where the family came from, without anyone on your staff typing it in. Instead of a vague label like "Online," you get one of eight specific channels: Google Ads, Facebook Ads, Paid Search, Directory, Organic Search, Organic Social, Referral, or Direct.
2. What a funeral home's website needs
The store has to be on a subdomain of your own website. If your website is www.yourfuneralhome.com and your store is arranger.yourfuneralhome.com, the browser treats them as one place, and the information about where the family came from carries across. If your store is on a completely different domain, only links that go straight to the store will work, an ad pointing directly at it, for example. Anyone who visits your website first and moves to the store afterward is recorded as Direct.
The Sourcebuster script has to be on your website's pages. It's a small, free library that remembers where a visitor came from and keeps that information as they move around your site. Without it, that information is gone before they ever reach the store. Google and Facebook ads are the exception: if your site already runs their own tags, those two sources are identified without Sourcebuster. Everything else, search, directories, social media, links from other sites, needs it.
There's nothing to switch on. Attribution starts working at release, for everybody. The only thing that's configurable is whether the Lead Source column shows in your cases list.
3. The 8 channels
Channel | The family got here by |
Google Ads | Clicking one of your Google ads |
Facebook Ads | Clicking one of your Facebook or Instagram ads |
Paid Search | Clicking a paid ad somewhere other than Google or Facebook, like Bing or a paid social placement |
Directory | Following a listing on a directory site, like Yelp, Legacy.com, Find a Grave, or your Google Business Profile |
Organic Search | Finding you in search results, without clicking an ad |
Organic Social | Following a post or profile on social media, not an ad |
Referral | Following a link from some other website, like a hospice or a partner site |
Direct | Coming straight to your site, typing the address, a bookmark, or somewhere their browser won't name |
Manually created cases (phone calls, walk-ins) stay blank unless your staff picks a source.
4. Seeing it in your cases list
A Lead Source column is available in your cases table. If you're on a marketing plan, it's switched on for you automatically. If not, turn it on yourself from your column settings whenever you'd like it.
Click any value in the column to jump straight to that case's Account details, where the lead source lives.
5. Correcting a value
If a case gets tagged with the wrong source, correct it directly from the Lead source field in Case Details (Account details section), the same field you've always used. The automatic value is just a starting point, not a permanent one.
Every change is tracked: whether it was automatic or someone corrected it by hand, who made the change, when, and what the value was before. You can see this history on the case at any time.
FAQ
Why does an older case still show the old lead source value?
Attribution starts working at release, going forward only! Cases created before the release date keep whatever lead source they already had.My cases are all showing as Direct. What's wrong?
The most common reason is that Sourcebuster isn't installed on your website yet, or your store isn't on a subdomain of your own site. Without both of those, only Google and Meta ad clicks make it through, and everything else falls back to Direct.