How Sources Are Assigned
The order of evidence Ghost uses to decide where an enquiry came from.
Ghost assigns a source from evidence, in a fixed order, strongest first. It never guesses when the evidence runs out — it says the source is unknown.
The order
1. A click identifier recorded with the enquiry, together with the platform it came from. This is the strongest evidence there is: the platform itself named the click. 2. The source the tracking tool recorded for that call or form. 3. The platform, where it is known without a specific click. 4. The tracking label on the number or form. 5. The number that was dialled, mapped to what you advertise it on. 6. The medium, where nothing more specific exists. 7. Unknown, when none of the above is present.
Timing matters
A marketing touch recorded *after* an enquiry cannot have caused it. Ghost will not credit it, even when it is the only evidence available.
Outbound calls
A call your business made is not an enquiry and gets no source.
Why so many enquiries are unknown at first
Unknown is usually a setup fact, not a mystery: a single phone number on every advert cannot distinguish between them. Tracking review names exactly which gaps are fixable.