In the realm of marketing and online businesses, the question of where your customers find you often leads to the answer – your website. However, the real question is, how did they discover you in the first place?

As businesses strive to enhance their online presence, tracking lead sources becomes a powerful tool for improving return on investment (ROI) and focusing efforts on high-performing channels.

How to properly track the source of your leads and customers

When it comes to marketing I have heard many business owners say we don’t need to do any marketing, all our business comes from our website, that’s great news, but your website is a transactional platform, either making a sale or allowing customers to enquire, how did they get to your website? How did the hear about you?

Why Tracking Matters

Making decisions based on data is at the core of successful businesses. By tracking lead sources, you gain valuable insights into the effectiveness of your marketing efforts. This guide will explore the importance of data-driven decision-making, the role of lead source insights in refining marketing strategies, and the impact on overall ROI

Most businesses will have a website, and if not then you should look at setting one up, but even with the best website in the world, people still need to know you exist and your website is there.

Identifying Lead Sources

When it comes to tracking your leads, even if they come from your website, where did the really find you?

How to Track the Source of Your Website Leads and Enquiries

They maybe enquiring via your website but where did the hear about you or come from, below is a list of popular lead sources.

  • Social media – Found on Instagram and then clicked through to your website
    • Instagram
    • Facebook
    • Pinterest
    • TikTok
  • Google search – May have search your company name, or perhaps business in X.
  • A blog article – Featured in a article or real wedding post
  • Magazines – Featured in a magazine article, or perhaps an advert, they may have typed in your website address or google search for you.
  • News article or feature – Featured in an online or perhaps offline new article or publication
  • Recommendation – Recommended by a friend or another supplier.
  • Another website – Marketing platforms like our website
  • Exhibition – Physical exhibition you attended

Don’t forget about traditional marketing channels. Track leads from offline sources like magazines, conferences, and other marketing platforms. Implement unique tracking methods to distinguish offline leads from online ones.

The point here is a 100% of your bookings and business could come through your website, however 40% could be from people that found you on Instagram, 30% from a platform you are marketed on, 10% from a magazine feature and 20% made up of google searches and Facebook. So while your website was the point of contact, the leads from a marketing point of view came from many other different areas, and this is crucial to know.

Understanding the sources of your visibility and lead generation is essential, and actively tracking this information is vital.

The important of knowing where your leads come from

Directly asking customers about the source of their discovery when they enquire or make a purchase on your website enables you to identify effective strategies, pinpoint areas for improvement, and allocate resources more efficiently.

So, how could this be used in real life? For example, you are a wedding venue and in your mind all your business comes from your website, and on average you get 100 enquiries a month and 10% convert into a booking. Suddenly this drops, 50%, and you are now only getting 50 enquiries on average leading to just 5 bookings a month. What happened? What should you do?

lead sources website

The problem is you have no idea where those 100 enquiries, or 100 people were finding you.

Perhaps 40% was coming from google search, and 60% was coming from Instagram. Instagram changed and suddenly your posts were not being seen, and this dropped down, perhaps your popular website page on Google dropped down the rankings and suddenly traffic to your website reduced. There are many causes, but having data and information helps.

On the flip side, you may on average get 100 enquiries a month and 10% convert into a booking. But you want to increase this to 200 enquiries a month. What works at the moment? If Instagram is the primary source of your leads, consider amplifying your efforts on this platform. Similarly, if featuring on a marketing website generates substantial traffic, it might be worthwhile to invest more in this avenue.

The key thing is if you don’t know what does or doesn’t work, or where you leads are coming from, it makes it difficult to make changes or improvements when needed.

The solution

Simply start asking your customers the right questions, this can be as easy as creating a dropdown list of options on your website  asking ‘where did you find us?’.

Use Google Analytics, this allows you to find out where users were refereed from when they land on your website, perhaps it is Instagram, perhaps it is a website you are published on, or a blog post, by having this added to your website it allows you to have and review this information.

Google Analytics also allows you to see which pages are viewed on your website, the most popular pages, perhaps where users click when they come to your website, whether they click through from Instagram and then click contact, or if they go and view a gallery first. Understanding the user journey is crucial, also the data, 100 people click through but then only 10 enquire, by having this information you can then look to improve the user journey and the conversion rate.

The sales journey

This is just one part of the sales journey, back to the example of a wedding venue, being found and having that exposure allows couples to then enquire, but then what? Just because they have enquired does not mean they will then book or buy, so tracking the journey of your customers is so important, you can then understand and learn were there are issues in your sales journeys, areas to improve or where perhaps you are losing lots of customers.


In the ever-evolving landscape of online businesses, the journey from lead to conversion is paved with crucial insights. Tracking lead sources isn’t just about understanding where your customers find you—it’s about unlocking the power of data-driven decisions.

From the inception of your customer’s discovery, whether through social media, Google searches, or traditional marketing channels, the trail doesn’t end at your website. Identifying lead sources empowers you to decipher the intricate web of your audience’s interactions and preferences.

The crux of the matter lies in the ability to adapt and optimize. As highlighted in real-life scenarios, whether facing a sudden decline or aiming for growth, the knowledge of where your leads originate becomes the compass guiding your strategic decisions.

The solutions are both straightforward and sophisticated. Actively asking your customers and implementing tools like Google Analytics reveal not only the origin of your leads but also the nuances of their journey through your digital domain.

In essence, tracking lead sources is not just a metric—it’s a lifeline. It’s about knowing where your customers come from, understanding their behavior, and, ultimately, ensuring that your business sails smoothly in the vast sea of online competition. So, embrace the insights, refine your strategies, and let the journey from lead to conversion become a well-charted course towards sustained success.