# How Sources Are Assigned

> For the complete documentation index, see [llms.txt](https://ghost.supermanservices.ca/llms.txt).

The order of evidence Ghost uses to decide where an enquiry came from.

Section: Attribution Explained. Web version: https://ghost.supermanservices.ca/help/how-sources-are-assigned

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.