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There is this massive massive topic called ‘Attribution’ but that's for another day. At the moment, if you use a CRM like HubSpot (& integrate your ad accounts), you can likely access this data from your ‘Reports’. Which contact came via which source and if there are additional touch points in their journey.

Thanks @Deepan Siddhu. Wondering how can I track folks who've come via other sources (referral, organic, etc). We're using Zoho.

Same. Report -> Traffic analytics (In HubSpot) usually gives traffic & leads by sources. Not sure how it works in Zoho.

You'll need tools like Dreamdata, Factors etc.