> ## Documentation Index
> Fetch the complete documentation index at: https://docs.formo.so/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Connect acquisition sources to wallet connects, transactions, volume, revenue, and user quality across web, mobile, and onchain activity.

Attribution connects the source that brought someone to your app with what they do next, from the first visit and wallet connect through transactions, volume, and revenue. This matters because traffic alone cannot tell you which channels attract valuable onchain users or deserve more investment.

Formo captures marketing context from browser referrers, referral codes, ad click IDs, UTM parameters, and mobile links, then connects it to sessions and users with first-touch and last-touch properties. It also detects builder codes for transaction-level onchain attribution.

<Frame caption="Connect acquisition sources to onchain outcomes.">
  <img src="https://mintcdn.com/formo/5S3MPZWP8GYgbzVs/images/referrer-breakdown.png?fit=max&auto=format&n=5S3MPZWP8GYgbzVs&q=85&s=99e73c9949518f3cde10c1e100858005" alt="Product Analytics Referrer Breakdown" width="1179" height="388" data-path="images/referrer-breakdown.png" />
</Frame>

## Features

* <a href="/features/attribution/key-metrics">**Key metrics.**</a> Compare visitors, wallets, transactions, volume, and revenue across channels, referrers, referrals, UTMs, ads, builder codes, and other breakdowns.
* <a href="/features/attribution/ads">**Ad attribution.**</a> Measure paid traffic and conversions by Google, Meta, Microsoft, TikTok, X, LinkedIn, Reddit, or another paid source.
* <a href="/data/attribution">**How attribution works.**</a> Understand how Formo combines event-based attribution with unified user identity and applies first-touch and last-touch models.
* <a href="/guides/onchain-attribution">**Attribution setup guide.**</a> Configure and analyze referrers, referral codes, ads, UTM campaigns, mobile links, and builder codes.

## Attribution sources

| Source                 | What it answers                                                                                                  |
| ---------------------- | ---------------------------------------------------------------------------------------------------------------- |
| **Channels**           | Which high-level acquisition category—paid search, organic social, AI, email, direct, and others—drove activity? |
| **Referrers**          | Which external site or page sent the visitor?                                                                    |
| **Referrals**          | Which referral or partner code brought the user?                                                                 |
| **Ads**                | Which paid network acquired the session or user?                                                                 |
| **UTM**                | Which source, medium, campaign, content, or term drove the visit?                                                |
| **Builder codes**      | Which app built an EVM transaction, based on its ERC-8021 calldata suffix?                                       |
| **Mobile attribution** | Which deep link, universal link, or Android install referrer brought the app user?                               |

For a practical introduction, read [Onchain Attribution: The Complete Guide](https://formo.so/blog/onchain-attribution-defi-2026).