See which channels produced the most leads
The Attribution tab on Prebuilt Analytics shows how many leads each channel is credited with under the rule you pick. It counts form submissions, not money. To put a revenue figure against a channel, read the last section on this page. If you want the rule itself explained first, read Which attribution model should you use?
Before you start
You need the tracking script live on your site and at least one form submission recorded. The coloured banner on Prebuilt Analytics tells you whether that is true.
Open the report and pick a rule
Open Intelligence Studio in the left-hand menu, then Attribution & journeys.
It is a hover entry of Intelligence Studio, and the Analytics tab along the top of every Studio page. This opens Prebuilt Analytics. It has five tabs: Overview, Attribution, Buyer Journey, Funnel Analytics and CRM & Sources.
Choose what to read from, in the Reading from row.
Each connected tool with synced records is listed with its contact count, and so is the Tracking script with its form fills. Pick a tool and every tab reads that tool’s own records; no tracking script is needed. Pick Tracking script for the attribution models below, which are computed from form fills. The page opens on the script when it has recorded anything, otherwise on the tool holding the most records.
Click the Attribution tab.
Read the coloured banner under the tab row.
Green says what is being read: Reading 326 contacts synced from HubSpot, or Reading 1,204 form fills recorded by the MarqIQ tracking script. Amber means something stands in the way: nothing to report on yet, a connected tool that has not synced, or the tracking script chosen with no form fills recorded. Click the banner to open it and see which.
The banner's two counts are workspace-wide and all-time. They are not the numbers behind the charts. Each chart states its own count under its title.
Click the model you want along the top row.
The row holds four buttons: First Touch, Last Touch, Linear and Time Decay. Hover one to read what it credits, and the chosen model's description prints under the row. The tab opens on Last Touch every time and does not remember your choice.
Click Quarterly in the period row.
Monthly covers the last 12 months. Quarterly goes back two years, Half-Yearly three years, and Yearly starts on 1 January four years before this one. Custom shows two date boxes — fill both.
Read Total Leads on the first card.
This is the credit total under the model you chose, not the number of submissions. The submission count is printed under the chart title as N total submissions. Quote both.
Note
The percentage on the Total Leads card compares raw submission counts, not credited leads: this window's submissions against the window of the same length immediately before it. No percentage appears when the earlier window held no submissions.
What each panel holds, and where it stops
Four panels sit under the main Leads by Channel chart. Each one caps what it shows, so a long tail is real even when you cannot see it.
| Panel | What it groups by | The limit |
|---|---|---|
| Campaign Performance | utm_campaign, with that campaign's most common source in the Top Source column | Top ten campaigns only. Untagged traffic is kept and named (not set) rather than dropped. |
| Channel Mix | Source, as a donut | The donut draws every source. The legend under it names only the top six. A blank source is named direct. |
| Medium Breakdown | utm_medium | No cap — every medium is listed. A blank medium is named none. |
| Top Landing Pages | The page somebody first landed on | Top eight. The query string and fragment are cut off first, so gclid and utm parameters do not split one page into hundreds of rows. |
Note
Campaign Performance reads the side of the journey your model favours. Under First Touch and Linear it groups by the first-touch campaign. Under Last Touch and Time Decay it groups by the last-touch campaign. The same campaign can therefore hold a different count under two models.
Tip
A large (not set) row in Campaign Performance is the usual reason a channel looks as though it produces nothing. Fix it by tagging the links — see Build a tagged campaign link.
Narrow to one channel
Click Source in the controls row.
Click each source you want.
A dot marks the ones you picked. All Sources at the top of the list clears the selection.
Click Medium in the controls row.
Click a medium to narrow further.
Click Clear to drop both filters.
Clear appears only while a filter is set.
Note
The filter matches one side of the journey, not both. Under First Touch it matches the first-touch source and medium. Under every other model it matches the last-touch source and medium. The same channel can therefore return different counts under two models.
Change the chart
The four icons on the right of the controls row redraw Leads by Channel as Bar, Line, Stacked or Pie. The icon beside them re-reads the data.
Check these three things before you quote a figure
- The model. Name it in the slide. The same quarter moves by a wide margin between First Touch and Last Touch.
- The period. Monthly is 12 months of history, not this month.
- The submission count under the chart title. That is what the credit was divided out of.
Note
A submission that arrived from the same source at both ends counts once, at full credit, under every model.
There is no export here
The Attribution tab has no download button and its figures cannot be scheduled to anyone. Rebuild the breakdown in the report builder if you need it in a spreadsheet, or take the numbers off the screen by hand.
To put a revenue figure against a channel
Every figure on this tab is a count of form submissions with credit applied. The Marqiq Attribution source carries no revenue measure anywhere in MarqIQ, so no model on this page can produce money.
Build a report on a CRM source instead. Group it by that tool's own source field and add that tool's revenue measure — Total Revenue in HubSpot, Opportunity Amount in Salesforce. Build a report from scratch walks through it.
Note
That needs the CRM connected and synced. How connecting a tool works covers what each tool asks for, Connect HubSpot and Connect Salesforce say where those two keep their keys, and Connected Tools in the sidebar is where you paste them.
If it did not work
The tab reads No data yet and offers Open Setup Guide
Why: Either no form submissions have been recorded at all, or your workspace is on Starter, where attribution reports are not included. On Starter the page is removed from the sidebar, and a saved link still opens it — the report is then refused behind the scenes and the tab shows this same empty state rather than an upgrade message.
Fix: Read the banner under the tab row first. If it is amber and says the tracking script has recorded no form fills, either switch Reading from to a connected tool or install the script. If the banner is green and reports submissions, check your plan on Choose a plan and track your usage against its limits.
Every channel says direct
Why: Nothing is writing a source onto submissions, so MarqIQ names the blank value direct rather than hiding it.
Fix: Read Why your traffic shows as Direct — it tells you which of the five causes you have.
Campaign Performance says No campaign data — add utm_campaign to your URLs
Why: No submission in the window carries a campaign value.
Fix: Tag your links in UTM Builder, then wait for new submissions. Tagging today does not fill in submissions already recorded.
The expanded banner shows a connected tool under a name you do not recognise, such as Sfmc
Why: The banner prints the internal name for the connection rather than the tool's own name.
Fix: Match it by slug: Sfmc is Salesforce Marketing Cloud, Adobe-ajo is Adobe Journey Optimizer. The full name is shown on Data Sources.
Next steps
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