Paid ads attribution
self-reported attribution vs identified visitors: which to trust
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
Asking buyers how they heard about you, usually on a form, to capture channels that tracking cannot see.
Combine the channels buyers tell you about with the companies you can identify, for the fullest view of what drove pipeline.
Read the attribution guide