Attribution Requirements

For attribution to work in LightLead, a number of technical and organizational requirements must be met.

Plan

Attribution is available on the Agency plan and higher. You can check your current plan under Settings → Billing.

Ad source

Required conditions

• The ad account must be connected under Integrations
• The integration must be in Connected (Active) status
• Ad campaigns must use UTM tagging

Minimum fields

• utm_source — required for all match modes
• utm_medium — required for strict and most balanced presets
• utm_campaign — recommended for precise matching
• utm_content — optional, improves accuracy
• utm_term — optional, rarely used

CRM source

Required conditions

• The CRM must be connected under Integrations
• The integration must be in Connected (Active) status
• Deals (leads) must contain UTM tags

Storing UTM data in the CRM

UTM tags can be stored in a CRM in two ways:

1. In separate fields — each UTM field (utm_source, utm_medium, etc.) is stored in a separate field of the CRM entity
2. In a single field — all UTM tags are stored in one text field (a parameter string)

LightLead supports both options.

Source Constant

If a single field in your CRM table (for example, the "Source" column) contains the same value across all rows, the system can automatically use it as utm_source for matching. This is called source constant inference.

Technical requirements

UTM tagging

• All ads must have correct UTM tagging
• UTM tags must be passed to the website and saved in the CRM
• UTM tags must not be truncated or corrupted during transfer

Data volume

• There's no hard limit on the number of rows, but up to 100,000 rows is recommended for optimal performance
• With larger volumes, report execution time increases

Access rights

Creating an attribution report requires the following roles:

• Owner — full access
• Admin — full access
• Member — can create and configure reports

Readiness check

Before creating your first attribution report, make sure:

1. You're on the Agency plan or higher
2. An ad account is connected and active
3. A CRM is connected and active
4. Your CRM has deals with UTM tags filled in
5. Your ad campaigns use UTM tagging

Related pages

• Supported Sources
• UTM Fields
• Creating an Attribution Report