Record the known source of a demo
A known landing page or referring visit is an observed touchpoint. An attribution model is a rule for allocating credit across the information available. Neither should fill gaps with invented visits. Keep the original source fields and the chosen reporting model distinct so a change in the model does not rewrite the underlying evidence.
Illustrative SaaS record: demo D-041 arrives from the integration page during a visit labeled organic search. The prospect later says a colleague shared the product name earlier. The CRM records the known landing page, source and request identifier, with the earlier interaction noted as self-reported. It does not assign a precise first-touch date or channel that nobody recorded.
Keep unknown earlier interactions visible
Consent choices, device changes, missing tags and delays can leave parts of the journey unknown. A model can distribute credit over recorded interactions, but that allocation is not proof of causation. Different reporting scopes can give the same demo different labels.
Next, trace one demo from its landing page through successful submission and sales acceptance. Keep unknown values visible, document the attribution rule and compare duplicates before using the record in a channel report.
Website field guide · Trace a demo request from landing page to qualified opportunity · UTM parameters
Reference: Google Analytics: attribution overview. Checked November 4, 2026.