Web Lead Source Attribution

This dataset provides granular, attribution-ready records of website leads, capturing detailed marketing channel parameters (UTM), user device and location data, and conversion values. It enables robust ROI analysis, campaign performance tracking, and optimization of marketing spend by linking every lead to its source and outcome.

  • last updated 12 Jul 2025
  • by GoMask
The brief that made it

Attributing website leads to specific marketing channels for ROI calculation

Sample rows

preview · 8 of 90 rows · all 25 columns
lead_idstringdevice_typestringconversion_valuefloatutm_sourcestringlead_created_atdatetimefirst_namestringlast_namestringemailstringphone_numberstringutm_mediumstringutm_campaignstringutm_termstringutm_contentstringlanding_page_urlstringconversion_page_urlstringip_addressstringgeo_countrystringgeo_regionstringgeo_citystringbrowserstringosstringlead_statusstringassigned_tostringnotesstringreferrer_urlstring
lead_0001desktop480.5google2024-04-17T10:21:34ZJessicaTranjtran32@gmail.com415-237-8890cpcspring_saleweb+lead+generationad_variant1https://www.example.com/pricinghttps://www.example.com/thank-you98.234.22.125United StatesCaliforniaSan FranciscoChromeWindows 10convertedamillerRequested a callback on Fridayhttps://www.google.com/search?q=web+lead+generation
lead_0002mobileblankfacebook2024-04-18T15:41:03ZBrianO'Connellbrian.oconnell@email.com646-555-9832socialspring_saleblankcarousel_2https://www.example.com/demoblank73.44.201.148United StatesNew YorkNew YorkSafariiOSnewblankblankhttps://www.facebook.com/
lead_0003desktopblanklinkedin2024-04-22T09:12:58ZPriyaKumarpriya.kumar@gmail.comblanksocialb2b_outreachblanklead-gen-formhttps://www.example.com/b2bblank142.32.17.210CanadaOntarioTorontoEdgeWindows 11qualifiedjwangInterested in enterprise planhttps://www.linkedin.com/feed/
lead_0004tabletblanknewsletter2024-04-20T12:55:41ZOmarHassanomar.hassan@outlook.com312-678-1211emailapril_updateblankcta_buttonhttps://www.example.com/blog/lead-attributionblank66.102.41.205United StatesIllinoisChicagoChromeAndroidcontactedlgreenFollow-up scheduled for next weekblank
lead_0005desktop990google2024-04-21T19:20:10ZSamanthaLisamli22@samplemail.com213-421-9012cpcbrand_awarenesscrm+softwaread_variant3https://www.example.com/contacthttps://www.example.com/thank-you104.31.66.174United StatesCaliforniaLos AngelesFirefoxmacOSconvertedamillerblankhttps://www.google.com/search?q=crm+software
lead_0006mobileblankblank2024-04-19T16:38:23ZEmilyNguyenemily.nguyen@example.comblankblankblankblankblankhttps://www.example.com/featuresblank198.51.100.45United StatesTexasAustinChromeAndroiddisqualifiedblankNo response after initial contactblank
lead_0007desktopblankgoogle2024-04-16T14:09:12ZAlejandroGarciaalejandro.garcia@mail.comblankorganicblanklead+attributionblankhttps://www.example.com/attributionblank201.167.89.103MexicoCDMXMexico CityChromeWindows 10newlgreenblankhttps://www.google.com/search?q=lead+attribution
lead_0008desktopblankbing2024-04-23T11:50:08ZIsabellaJohnsonisabella.johnson@sample.com917-330-9123cpcspring_salelead+managementad_group1https://www.example.com/solutionsblank22.89.215.200United StatesNew JerseyJersey CityEdgeWindows 10contactedrpatelblankhttps://www.bing.com/search?q=lead+management

What the 90 rows show

from the 90-row sample
  • 899.0median conversion_value
  • 4utm mediums
  • 5lead statuses
  • 6browsers
  • 8oses
  • 8assigned_to values
device_type90 rows by value
0306056desktop62%24mobile27%10tablet11%
conversion_value15 rows, in bands of 200
0363125021012001,2002,000conversion_value →

Median 899.0, from 300.0 to 1,850.

utm_source85 rows with a value · 5 left blank
  1. google31
  2. newsletter16
  3. facebook11
  4. linkedin11
  5. bing5
  6. direct5
  7. referral4
  8. twitter2
25 columns by typefrom the column list below
  • string 23
  • float 1
  • datetime 1

Columns

25 columns in three groups
blueprint · 25 columns
columntypedescriptionexample
Text 23 columns
lead_idstringUnique identifier for each website leaduniquelead_0001
first_namestringLead's first name as submitted on the websiteoptionalJessica
last_namestringLead's last name as submitted on the websiteoptionalTran
emailstringLead's email addressjtran32@gmail.com
phone_numberstringLead's phone number, if providedoptional415-237-8890
utm_sourcestringUTM parameter indicating the marketing source (e.g., google, facebook, newsletter)8 sources · optionalgoogle
utm_mediumstringUTM parameter indicating the marketing medium (e.g., cpc, email, social)4 mediums · optionalcpc
utm_campaignstringUTM parameter indicating the marketing campaign nameoptionalspring_sale
utm_termstringUTM parameter indicating the paid search keyword or termoptionalweb+lead+generation
utm_contentstringUTM parameter indicating the ad content or variationoptionalad_variant1
referrer_urlstringThe full URL of the referring page that led the user to the websiteoptionalhttps://facebook.com/ads
landing_page_urlstringThe URL of the first page visited by the lead on the websitehttps://www.example.com/
conversion_page_urlstringThe URL where the lead conversion occurred (e.g., form submission confirmation)optionalhttps://www.example.com/t…
ip_addressstringIP address of the lead at the time of conversionoptional98.234.22.125
geo_countrystringCountry determined from the lead's IP addressoptionalUnited States
geo_regionstringRegion/state determined from the lead's IP addressoptionalCalifornia
geo_citystringCity determined from the lead's IP addressoptionalSan Francisco
device_typestringType of device used by the lead (e.g., desktop, mobile, tablet)desktop · mobile · tablet · optionaldesktop
browserstringWeb browser used by the lead6 browsers · optionalChrome
osstringOperating system of the lead's device8 oses · optionalWindows 10
lead_statusstringCurrent status of the lead (e.g., new, contacted, qualified, converted, disqualified)new · contacted · qualified · converted · disqualified · optionalconverted
assigned_tostringIdentifier or name of the sales/marketing representative assigned to the lead8 values · optionalamiller
notesstringAdditional notes or comments about the leadoptionalSmall business owner
Numbers 1 column
conversion_valuefloatEstimated or actual value of the conversion attributed to the lead0 or more · optional480.5
Dates and times 1 column
lead_created_atdatetimeTimestamp when the lead was captured on the website2024-04-17T10:21:34Z

Use it for

  • median convers…899.015 rowsrows by device type56desktop24mobile10tablet

    A marketing dashboard

    Conversion_value by device_type and a breakdown of utm_source. Excel, Power BI or Tableau.

  • What pattern can you find in 90 rows?

    A class exercise

    Hand out the rows and one question. Everyone works from the same 90 rows.

  • A software demo

    Believable leads with lead_created_at, first_name and last_name to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 25 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

1,000 rows: $1.99 · 10,000: $12.99One-time. No subscription. All prices

This dataset90 rows25 columns
Yours1,000 rows25 columnsip_address: UK only

blueprint · web-lead-source-attribution

Behind this dataset

Same schema. As many rows as you need.

These 90 rows came out of a blueprint — 25 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Link each lead to a source channel
  • Log conversion date and campaign
  • Exclude duplicate leads
  • Track channel-specific conversion rates
Rows
Open the blueprint in Data Factory

1 credit per row. Preview 20 rows free. Buy rows for the full run.

Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
web-lead-source-attribution

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