Your leads know exactly how they found you.Now you do too.
Where they came from and what they came to solve — asked at the moment they still remember, including the leads ChatGPT sent you. Detailed enough to act on, structured enough to segment.
A handful of design partners, chosen by hand — no card, no plan, no pricing conversation.
One answer, before and after
This is a single lead — as your analytics filed her, and as she described herself eleven seconds later. The middle line exists in exactly one place, for about five minutes.
campaign: —
referrer: —
landing: /demo
No referrer survived the trip. She goes in the direct bucket with everyone else.
asked it: “how do you attribute leads when there’s no utm”
why: “direct is 60% of our traffic and I can’t defend the numbers”
The how tells you where to spend. The why tells you what to say.
Every answer keeps its original wording. You can always read exactly what the person typed.
“Direct is our best channel.”
Nobody has ever meant this.
You’re not spending on what works. You’re spending on what you can measure.
Paid search wins every budget argument because it is the only channel that turns up with a number. That is visibility, not performance. Meanwhile the channels doing the quiet work leave nothing behind to argue with.
You cannot model your way out of this. A model needs data, and this data was never recorded anywhere. One instrument still reaches these channels, and it is the person who used them.
And the reason is the part worth having. “ChatGPT” changes a budget line. “ChatGPT, and they asked it how to attribute leads without UTMs” changes your pricing page, your follow-up email, and what you say in the first two minutes of the call. Read fifty of those and you know what your market is actually trying to do.
Answer it yourself. Watch where it lands.
This is not a recording. It is the same question that would sit on your thank-you page, running on ours, and it will do to your answer exactly what it would do to your lead’s. Give it a vague one — a vague one is the interesting case.
Loading the question…
Getting it onto your own form is one snippet or one redirect, depending on how your form ends. That part takes about four minutes, and it runs after your form submits, so it cannot cost you a submission.
Answers here are kept, anonymously, so we can see where the question reads badly. Nothing is tied to you and nothing is shown to anyone else.
Start with whatever’s bothering you
“Someone said they found us on ChatGPT”
AI assistants strip the referrer on the way over. And the prompt they typed exists nowhere but their memory.
“Direct is my biggest channel”
Slack DMs, group chats, private communities. Real demand, no referrer, all of it filed as direct.
“We sponsor podcasts and can’t tell if it works”
Nobody clicks a podcast. They hear it, sit on it, and type your name in a week later.
“Everyone says a friend told them”
Which friend, at which company, about which problem — that is a referral programme hiding in your form.
What you’re probably thinking
Nobody's going to answer this.
Some won’t, and that is fine. The important part: it runs after your form submits. A lead who ignores it is a lead you already have. It cannot cost you a submission.
I don't get enough leads for this to tell me anything.
Then you are the size we are looking for, and it works differently at your size.
Under about a hundred answers a month you are not reading a report, you are reading individual answers. So that is what we send: one line per lead, as it arrives, in your inbox or Slack. “Demo request from Acme. Found you through ChatGPT, asking how to attribute leads without UTMs.”
The weekly round-up starts earning its place somewhere around a hundred answers a month. Below that we will not pretend six responses is a trend. Six answers you can read is still six more than your direct bucket ever gave you.
Where does the list of sources come from?
From your leads. Sourced learns your real sources out of real answers — when people start naming a newsletter or a community you have never tracked, it surfaces it and you decide whether it belongs on the list. Approve it, and the next person who gives a vague answer sees it as an option.
Nothing reaches the list that a real respondent did not name first, so the menu stays in step with the channels you are actually in — including the ones you never paid for.
My thank-you page already has a booking widget.
Then don’t redirect. Drop the snippet inline on the page you already have, underneath the widget. The calendar still loads first, the question sits below it, and nothing stands between your lead and booking a meeting.
Booked meetings are the number you are judged on. We are not going in front of them.
What happens to my leads' answers?
They are your data. Export them whenever, delete them whenever. By default nothing is tied to a person — answers are anonymous unless you connect them.
Connect them and you decide when an answer gets attached to a contact. That is the moment it becomes personal data, with all the obligations that carries.
What if I stop using it?
Remove the snippet. Your form and your thank-you page work exactly as they did before — nothing in the flow depends on us being there.
See what is actually in your direct bucket
Start free and anonymous. Connect it to your pipeline when it has earned it.