Real attribution, not vibes. Sources ranked by quality, not volume.
You'd think GA4 source data is the answer — Astra cross-references UTM, first-touch, and a post-signup question to give you real attribution.
Astra maps every signup to its real source weekly using 3 signals stitched together. (1) UTM + GA4 first-touch attribution — captures direct paid + organic search referrals. (2) PostHog session recording metadata — catches indirect referrals (Reddit/Twitter clicks that lose UTM). (3) Post-signup 'how did you hear about us?' question — captures word-of-mouth, podcast, conference, friend recommendation. She cross-references all 3, resolves conflicts (post-signup self-report > UTM > first-touch), and outputs a weekly source breakdown ranked by both volume AND quality (paid conversion rate × LTV per source). The Lark report shows: top 5 sources by paid customers (not signups), each source's CAC, blended CAC, and the cheapest channel to scale next. Most founders find their #1 paying-customer source isn't where they're spending money — and the gap is the next move.
GA4 acquisition reports for every signup. Capture utm_source, utm_medium, utm_campaign + first-touch organic source. Backfill last 90 days.
PostHog initial_referring_domain. Catches Twitter/Reddit/HN signups that drop UTM in shared links. Reconcile with GA4 attribution.
Add 'how did you hear about us?' as required field on signup or first onboarding step. 7 options + free text. This is the highest-confidence signal.
Source priority: self-report > UTM > first-touch. Compute paid conversion rate per source, LTV per source, true CAC per source. Rank by quality not volume.
Lark: top 5 sources by paid customers, CAC per source, blended CAC, biggest opportunity (cheapest scale-up source).
Weekly Lark report: top 5 sources by paid customers, CAC per source, blended CAC, top opportunity to scale.
Weekly Friday 4pm. Quarterly deep-dive on source quality trends.
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GA4 misses ~30-40% of true source — anything from a non-UTM tagged link (most social shares), email forward, copied URL, or app-to-app click loses attribution. Layering self-report + PostHog session data captures these. Confidence on source attribution jumps from ~60% (GA4 only) to ~88% (3-source stitch).
Yes — by ~2-4% if it's required at signup. Better placement: first onboarding step after signup ('one quick question'). Conversion impact <1% there, response rate ~85%. Astra defaults to onboarding-step placement and tracks both signup conversion and response rate weekly.
Common for product-led growth. Astra captures word-of-mouth via self-report and segments it by referrer (friend/coworker, podcast guest, Twitter post, etc.). The actionable insight is usually: invest in the highest-converting word-of-mouth driver (often podcast appearances or specific Twitter influencers) to make organic word-of-mouth more frequent.
Direct traffic in GA4 is mostly mis-attributed referral (lost UTM). Astra cross-references with self-report: real direct = customer typed your URL knowing your brand (usually previous trial users or word-of-mouth). Mis-attributed direct = self-report says Reddit/podcast/Twitter. She separates these cleanly so you don't double-count word-of-mouth as 'direct.'