1. Check what was captured at entry
Inspect the form or CRM: is there an ad identifier, a UTM value or a self-reported source? A prospect's answer can help, but it is a different kind of evidence from an identifier supplied by a form.
If UTMs appeared in the URL but were never saved with the lead, they cannot be recovered with certainty from the sale alone. A link_in_bio value describes a tag; it does not prove the person's entire journey.
2. Check identity across the journey
Compare the lead, booking, call and payment. Another email, an incomplete phone number or an abbreviated name can break matching. Check duplicates before merging records.
Moving to WhatsApp or Messenger can introduce another gap: the outbound click and the person messaging may not be linked in the available data. Do not present that click as an identified lead without further evidence.
3. Check scope and freshness
Make sure you are looking at the same account, currency and time window. Payment can happen long after lead capture. A refund can change cash without changing the number of buyers.
Check each connector's last synchronization and permissions. A record not yet imported and a source never captured need different actions: restore synchronization in the first case, improve collection in the second.
4. Improve the process without rewriting history
When sources support a match, document the evidence. Otherwise, keep the source unknown and improve the next journey: consistent parameters, saved fields, stable contact details and payment verification.
Measure attribution coverage with a clear denominator, such as the proportion of buyers with documented origins. Do not hide unknown sales to improve an advertising ratio.