Ever wonder which marketing channels actually drive your subscriber growth?
You can see the complete picture with attribution data in your Form and Landing Page reports. Track UTM parameters and top referrers in one clear view, so you can focus on what works best.
How to view attribution data
Your Forms and Landing Pages automatically track this data, no setup required. View your reports by:
Go to Landing Page & Forms under the Grow tab in the navigation
Click the Form or Landing Page whose attribution data you want to analyze
Click the Reports tab at the top right
Scroll down to the Attribution breakdown (Last 90 days) report to see where your subscribers come from.
For each source, you'll see the total visitors, total subscribers, and conversion rate.
Use the dropdown menu to select whether to view attribution data by Top Referrers or by the UTM parameters (if available) in your Form or Landing Page's URL:
Top Referrers: See which websites have sent you the most subscribers
UTM Source: Track which platforms (like Facebook, Instagram, or X) drive subscribers
UTM Medium: Compare performance across different channels (like email, social, paid ads)
UTM Campaign: Measure results from specific marketing initiatives
UTM Term: Analyze which keywords bring in subscribers if you're running paid search
UTM Content: Test different content variations within the same campaign
TIP: To track different sources, use UTM parameters on a single Form URL instead of creating a new Form for each source. The Form's attribution reports will sort the incoming UTM data, showing which sources drive the most growth.
Attribution troubleshooting
Here are situations you may observe when viewing your Form and Landing Pages' attribution reports and possible reasons for them:
The report shows more subscribers than visitors
This may happen if you've imported subscribers to the Form or Landing Page via sources like:
Apps
API calls
Adding subscribers in these ways don't increase the visitor count for your Form or Landing Page because your imported subscribers technically haven't visited it.
Also, we capture only visits to Kit Forms and Landing Pages. If you're using a third-party form linked to a Kit Form or Landing Page to add subscribers to your Kit account, your Kit Form or Landing Page's visitor count will likely be lower than expected.
The report isn't recording all visits
We record one visit per device. So, even if users visit your Form or Landing Page multiple times using the same device, the attribution report will register only one visit in total.
An exception is if the user clears their browser cookies before revisiting your Form or Landing Page using the same device.
That's because we use unique user IDs to track visits, and the ID gets removed when cleared. In this case, the report will record their repeat visit (but not subsequent ones unless they clear their cookies again).