> For the complete documentation index, see [llms.txt](https://help.paintscout.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.paintscout.com/support/operations/lead-forms/lead-source-vs-acquisition-source.md).

# Lead Source vs. Acquisition Source

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**Important:** this feature requires the paid **Operations add-on.**
{% endhint %}

In PaintScout, acquisition source tracks where a lead form was submitted (e.g., your website or Google Ads), while lead source tracks how the customer says they heard about you (e.g., referral or word of mouth). Both are saved on every deal.

These two sources answer different questions and together show you what's actually driving leads.

***

## Acquisition Source: *Where the lead came from*

**Acquisition Source** tracks **where the lead was captured**.

This is set on the lead form itself and reflects the channel or location where the form was submitted.

### Examples:

* Website
* Google Ads
* Facebook Ads
* Landing Page
* Email Campaign

Think of Acquisition Source as the **technical entry point** for the lead.

*“Where did this form submission happen?”*

***

## Lead Source: *How the customer heard about you*

**Lead Source** captures the customer’s answer to **how they discovered your business**.

This information usually comes from a question on the lead form (for example: *“How did you hear about us?”*).

### Examples:

* Referral
* Google Search
* Word of Mouth
* Yelp
* Social Media

Think of Lead Source as the **customer’s perspective**.

*“How did you find us?”*

***

## Why PaintScout Tracks Both

Tracking both tells you things that either one alone would miss.

For example:

* A homeowner hears about you from a friend (**Lead Source: Referral**)
* They later visit your website and submit a form (**Acquisition Source: Website**)

This tells you:

* The website captured the lead
* But referrals are driving interest

Without both, it’s easy to misinterpret where your best leads are really coming from. Both details are saved to the deal in PaintScout, giving you clearer insight into your lead funnel.

{% hint style="info" %}
While these details are saved to your deals in PaintScout, keep in mind that deals in the Production pipeline will not show the Acquisition Source.
{% endhint %}

### Best Practices

* Set the **Acquisition Source** accurately when creating each lead form
* Include a **Lead Source question** on your form whenever possible
* Review both metrics together for the most accurate insights

## Related articles

* [Lead Conversions Report](/support/dashboard-and-reports/reports/lead-conversions-report.md) — Compare lead quality, win rate, and revenue by source


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