# Attribution

> Every deal carries its first touch — source, page, UTM, form, API key — stored from the moment it's created and shown on the card. Know which door pays.

Every deal records **where it came from** at the moment of creation: the door (chat, call, DM, form), the page and UTM parameters when it was a website capture, the specific form, or the [Connections key](/docs/crm/connections) when a partner site sent it. It's stored from day one and shown on the deal card.

## What you can answer

- "Which door pays?" — deals by source: the phone vs. the chat vs. Instagram.
- "Did the ads work?" — cards carrying the campaign's UTM vs. everything else.
- "What is the partner site worth?" — every deal from that Connections key, with values.
- "Was the missed-call redirect worth it?" — deals whose first touch is a rescued call.

## Where it shows up

On the **deal card** (the first-touch line), and in reporting. The monthly client report that keeps an agency retained is usually one attribution screenshot: *"IG DM → $1,400 package"*.

> **TAG THE DOORS YOU PAY FOR:** Give the ad landing page UTMs and its own form; give the AI number its own placement (Google profile, ads). Attribution is only as sharp as the doors are distinguishable.