What this means for your practice
Agree the small amount of source context needed for business reporting and handle it through the organisation's approved measurement arrangements. Keep uncertainty visible rather than treating a recorded source as perfect attribution.
An example to discuss with your team
Send a fictional enquiry without campaign information and inspect the resulting record.
Questions to take to your supplier
Submit a fictional enquiry with no campaign information. The receiving record should say unknown rather than invent a source. Ask how staff interpret service-page and campaign labels, and keep personal details out of tracking addresses through your approved measurement arrangements.
Agree the working process
Decide which source questions the practice actually wants to answer. Understanding which service page prompted an enquiry may support content decisions, while a broad campaign label may support a different comparison. Collect only the context justified by those purposes through the organisation's approved arrangements. Ask the supplier to explain where each value comes from and the situations in which it will be absent. A person may return directly after an earlier visit, use a saved link or contact you through another route, so the recorded source should be described with appropriate limits.
Keep an unknown category rather than pressure staff to choose a plausible answer. Review a fictional record from form submission through to the report, checking that the receiving team interprets its labels consistently. Keep personal details out of campaign addresses and informal tracking notes. Revisit the fields when the reporting purpose changes. More context is not automatically better if nobody can explain how it will be used or what it establishes.
How to check the result
Track source records that are missing or misinterpreted.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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