Overview

Understanding where your leads come from is crucial for optimizing your marketing channels and increasing ROI. In Pipedrive, you can track lead sources using custom fields, web form integrations, and automation tools to ensure accurate attribution.

This guide walks you through how to track, manage, and report on lead sources in Pipedrive step-by-step.

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📌 Why Track Lead Sources?

Tracking lead sources helps you:

• Identify top-performing marketing channels
• Allocate budget more effectively
• Improve lead quality and targeting
• Enhance sales attribution and reporting

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🛠️ Method 1: Use a Custom Field for Lead Source

Step-by-Step:

1. Go to Settings → Data Fields
   • Choose either Leads, People, Organizations, or Deals depending on where you want to store source info
2. Click “+ Add Custom Field”
   • Field Type: Single-option dropdown (recommended)
   • Field Name: Lead Source
3. Add common source options, such as:
   • Website
   • Google Ads
   • Facebook Ads
   • Email Campaign
   • Referral
   • Cold Call
   • Event/Tradeshow
   • LinkedIn
4. Save and make the field visible in your lead/deal forms
5. Update the field manually or via automation when new leads enter the system

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🧲 Method 2: Track Source Automatically with Pipedrive Web Forms

Step-by-Step:

1. Go to Tools → Web Forms
2. Create a new form and include a hidden field for lead source
3. Use UTM parameters or scripts to dynamically populate the field based on the visitor’s origin

📌 Example:

• A form submission from a Facebook Ad might auto-fill “Lead Source = Facebook Ads”

🔄 Method 3: Track Source via Integrations (Zapier, Outfunnel, etc.)

If you’re using external lead generation tools, connect them to Pipedrive via:

• Zapier (e.g., Facebook Leads → Pipedrive + Source)
• Outfunnel (syncs email and web visit tracking)
• Leadfeeder, Clearbit, or Drift

These tools can:

• Push source information into a custom field
• Automatically assign leads to the correct source

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🔎 Method 4: Use UTM Tracking for Attribution

When driving leads from online campaigns:

1. Tag URLs with UTM parameters (utm_source, utm_medium, etc.)
2. Use hidden fields in your forms to capture those values
3. Send the captured values into your Pipedrive custom fields

💡 Use Google Tag Manager or your website’s form builder to help capture UTM values automatically.

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📈 Reporting on Lead Sources

You can report on lead sources by:

• Filtering leads/deals by the Lead Source custom field
• Using Insights (available in Advanced+ plans) to:
  • View conversions by source
  • Track revenue from each channel
  • Analyze sales velocity by source

⚙️ Bonus: Automate Lead Source Tagging with Workflow Automation

Use Workflow Automation in Pipedrive to:

• Set lead source based on the pipeline, form, or integration
• Send internal alerts for leads from high-value sources
• Add tags or labels based on source

📌 Example:
If a lead enters via the “LinkedIn Ads” form, auto-update Lead Source = “LinkedIn Ads”.

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🧠 Pro Tips

Tip	Benefit
Standardize your source names	Prevents duplicate or inconsistent labels
Use dropdown fields instead of free text	Cleaner reporting
Capture UTM parameters from your website	Enables campaign-level tracking
Sync with marketing platforms (e.g., Mailchimp, HubSpot)	Full-funnel attribution
Export lead source data for analysis	Use in Excel, Google Sheets, or BI tools

✅ Summary Checklist

Task	Status
Create custom field for “Lead Source”	☐
Configure forms to capture source info	☐
Tag URLs with UTM parameters	☐
Use automation/integrations to assign sources	☐
Create reports in Insights to monitor performance	☐