Leads and calls

See where each lead came from

How TruLata records the source of every lead, what the Came from column means and how to see the leads from one channel.

1 min read · Updated November 2, 2026

#Captured when the lead arrives

The source is recorded at the moment a lead arrives, not guessed later. What it says depends on where the lead came in:

  1. Your website's form: the page the form was on.
  2. Your CRM (GoHighLevel, HubSpot, Pipedrive, Insightly): the source that platform recorded.
  3. Angi or Thumbtack: the platform's name.
  4. A TruLata call tracking number: the campaign name you gave the number.
  5. CallRail: the source CallRail recorded, whether the call was answered or missed, and whether it was a first-time caller.

#Paid, AI search or organic

Where your site carries TruLata's first-touch capture, a website lead also records the landing page, the referrer and any click id from the address. The source then reads in plain words: paid, with the network and the campaign; AI search, with the engine named; or organic.

This is recorded on the server with the lead, whether or not a Google tag fires in the visitor's browser.

#The Came from column

On the Leads tab, the Came from column shows each lead's source, such as Website form or HubSpot. Pick a source in the All sources dropdown above the list to see only its leads.

A field the lead did not carry stays empty. Every value you read was captured, not inferred.

#Questions

Why does a lead have no source?

The lead did not carry one. A form lead records the page it came from when the visitor's browser sends it; the paid, AI search or organic label needs first-touch capture on your site.

Can I tell which ad campaign a phone call came from?

Yes, with a TruLata call tracking number per campaign. Each call arrives with the campaign name you gave the number.

Does Google Analytics show the same thing?

Google Analytics counts the same form submission hours later, on Google's schedule. The Leads tab is live and is the record of what arrived.

Related articles

Read, search and filter the Leads tabWhat each column on the Leads tab means, how to search and filter the list, and how to open a lead's full details.Add a call tracking number for a campaignGet a TruLata phone number for each campaign so every call, answered or missed, lands on the Leads tab with the campaign's name.Bring leads in from your CRM, Angi, Thumbtack and other toolsConnect GoHighLevel, HubSpot, Pipedrive, Insightly and other lead sources so their new leads arrive on the Leads tab with their source.Bring your CallRail calls onto the Leads tabConnect CallRail with an API key so every tracked call arrives on the Leads tab with its source, answered or missed.The morning lead check: is your form and tracking working?Every morning at 7:20 Eastern, TruLata checks your form's leads against Google Analytics and Google Ads. Here is what each check means.
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