UTM tags
utm_source, utm_medium, utm_campaign, utm_term, utm_content and utm_id, exactly as they appeared in the landing URL.
Feature · Lead attribution
Mortgage lead source tracking on every calculator lead
Stop guessing which campaign paid for itself. The source is on the lead.
Free plan, no card. Paid plans include a 14-day trial.
Every lead PrequalFunnel captures records how the borrower found you: UTM tags, ad click IDs such as gclid and fbclid, the referrer and the landing page. It keeps a first touch and a last touch, so a borrower who arrived from a Google ad and came back through an email still credits both.
Key takeaways
- UTMs, click IDs, referrer and landing page are saved with each lead.
- First touch is never overwritten; last touch updates with each new campaign.
- Inline embeds keep the campaign even if the borrower converts pages later.
- Attribution appears on the contact and in webhooks on paid plans.
01
Why should a loan officer track lead source at all?
Because your marketing budget is a pipeline decision. If Facebook leads run DTI calculators and ghost while realtor-site leads finish the form and book a call, you want to know that before the next month's spend, not after.
Most LO websites lose the source the moment a borrower clicks past the landing page. A form three pages deep has no idea the visit started with a paid search ad. PrequalFunnel captures the touch when the borrower lands and carries it to the lead, so the contact record answers "where did this one come from?" without a spreadsheet.
It also keeps you honest about vendors. When every lead carries its own UTM parameters, you can compare the conversation rate of your own campaigns against bought or trigger leads on the same terms.
What does PrequalFunnel record for each touch?
A touch is a snapshot of how a visit started. Each one holds the following.
Ad click IDs
gclid, gbraid and wbraid (Google), fbclid (Meta), msclkid (Microsoft), ttclid (TikTok), li_fat_id (LinkedIn) and twclid (X).
Inferred source when tags are missing
A click ID without utm_source is credited to its network with medium cpc. No tags but an outside referrer becomes that site, as organic for search engines or referral otherwise. Nothing at all is recorded as (direct)/(none).
Referrer, landing page and time
The page that sent the visitor, the first page they landed on, and when it happened.
How do first touch and last touch differ?
Both are kept, because they answer different questions about the same borrower.
| First touch | Last touch | |
|---|---|---|
| When it is set | The borrower's first recorded visit | The most recent visit from a new campaign or outside referral |
| Can it change? | Never overwritten | Replaced on each new campaign or referral |
| Question it answers | What introduced this borrower to you? | What brought them back to convert? |
| Returning contacts | Kept from their original lead | Updated with each new submission |
| Where you see it | Contact's referral source and Campaign panel | Campaign panel and each submission |
What does attribution look like in a webhook?
On Producer and Brokerage, the lead webhook carries attribution twice: nested first and last touch, and flat fields that are easy to map in HighLevel, Zapier or Make. Values below are illustrative.
{
"attribution": {
"first": {
"utm_source": "google",
"utm_medium": "cpc",
"utm_campaign": "fha_first_time_buyers",
"gclid": "EAIaIQobChMI-example",
"landing_page": "https://www.yourbrokerage.com/fha/",
"referrer": "https://www.google.com/"
},
"last": {
"utm_source": "newsletter",
"utm_medium": "email",
"utm_campaign": "october_rates",
"landing_page": "https://www.yourbrokerage.com/calculators/"
}
},
"utm_source": "newsletter",
"utm_medium": "email",
"utm_campaign": "october_rates",
"utm_term": null,
"utm_content": null,
"gclid": null,
"fbclid": null,
"msclkid": null,
"landing_page": "https://www.yourbrokerage.com/calculators/",
"referrer": null,
"first_touch_source": "google / cpc / fha_first_time_buyers"
}Use inline embeds for the most accurate source
Inline embeds record the landing touch on your own site the moment the calculator loads, and keep first and last touch in the browser's local storage there, so a borrower who lands on your blog and submits from your FHA page two clicks later still carries the original campaign. A classic iframe only knows the page it sits on unless the page URL is passed in. See embed options for the modes, and disclose tracking in your own privacy and cookie notice.
Keep reading
FAQ · 9 questions
Questions loan officers ask
Do I need to set anything up to get attribution?
No setup inside PrequalFunnel. Attribution is captured on every lead automatically. What you do need is tagged links: add UTM tags to your ads, emails and social posts so the source is specific rather than inferred.
What if my ad links have a click ID but no UTM tags?
The source is inferred from the click ID. A gclid is credited to google, an fbclid to facebook, an msclkid to bing, and so on, all with medium cpc. Adding utm_campaign is still worth it, because the click ID alone does not name the campaign.
How is organic search traffic recorded?
When a visit has no UTM tags but arrives from a search engine, the source is the search engine's host and the medium is organic. Other outside sites are recorded with medium referral. Visits with neither are (direct)/(none).
Does a returning borrower lose their original source?
No. The first touch on a contact is kept from their original lead. New submissions update the last touch and keep their own UTMs, so you can see both the introduction and what brought them back.
Where do I see the source of a lead?
On the contact page in the built-in CRM, in the Campaign panel, along with the referral source summary. On Producer and Brokerage, the same data goes out in the lead webhook as nested and flat fields.
Does attribution work inside a HighLevel funnel?
Yes, when the calculator is embedded inline on the funnel page. The landing touch is recorded on that funnel's domain. Make sure your ad links carry UTM tags to the funnel URL.
Why do some leads show only the page they were embedded on?
Usually because the calculator is embedded as a classic iframe, which only knows the host page unless the page URL is passed. Switching to the inline embed fixes it for future leads.
Is this tracking a compliance concern?
It uses first-party storage on your own site and records campaign parameters, not credit data. You should still disclose it in your privacy and cookie notice and follow your compliance team's guidance on tracking and consent.
Can I send the source into HighLevel custom fields?
Yes, on Producer and Brokerage. The webhook includes flat fields such as utm_source, utm_campaign, gclid, landing_page and first_touch_source, which map directly to custom fields in an Inbound Webhook workflow.
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