The short answer
Self-reported attribution asks buyers 'how did you hear about us' on a form. Identified-visitor data shows which companies actually came from each channel. Self-reported catches dark-funnel channels a tool cannot see, but only from people who fill in the form and answer honestly. Identified-visitor data covers the anonymous majority. Use both, because they cover different blind spots.
Each reaches what the other can't
Self-reported is powerful for one reason: a human can tell you about a podcast, a Slack group, or a recommendation that no tracking will ever capture. Its weakness is just as clear. It only exists for people who fill in the form, and memory and honesty are imperfect.
Identified-visitor data is the mirror image. It does not rely on anyone filling in a form, so it covers the silent majority, but it sees on-site behaviour rather than the off-site moment that sent them.
So they are not rivals. One reaches the channels you cannot track, the other reaches the people who never speak up.
Self-reported vs identified visitors
| Self-reported | Identified visitors |
|---|---|
| Source: a form answer | On-site behaviour |
| Covers: untrackable off-site channels | The anonymous majority |
| Needs a form fill: yes | No |
| Weak spot: memory and honesty | Off-site moment that sent them |
The honest catch
Neither is the full truth on its own, and using only one leaves a hole. Together, self-reported attribution and identified visitors give you a fuller, more honest picture than any single tracked model. See how they recover dark-funnel impact from paid ads.
Frequently asked questions
What is self-reported attribution?
Asking buyers how they heard about you, usually on a form, to capture channels that tracking cannot see.
How is it different from identified-visitor data?
Self-reported relies on people filling in a form and answering honestly. Identified-visitor data covers the anonymous majority who never fill in anything.
Which should I use?
Both. They cover different blind spots: self-reported reaches untrackable channels, identified visitors reach silent buyers.
Combine the channels buyers tell you about with the companies you can identify, for the fullest view of what drove pipeline.