> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/attribution-metrics.md).

# How to read your attribution metrics

For rating definitions, see the [ILA lead rating system](/en/agent-optimization/ila-rating-system.md).

The Attribution page shows the volume and quality of the conversations generated by each traffic source. Access it from the sidebar under **Leads → Attribution**. Use the date range in the top right to set the period you're analyzing.

![The Attribution page: Conversations by Source and Conversation Quality Distribution](/files/UgyHpMNvOmuhvyr7kcwL)

## Conversations by Source

A chart of conversation volume over time, broken down by source. Toggle between **Daily**, **Weekly**, and **Monthly** views.

## Conversation Quality Distribution

The visible distribution shows 1★–5★ buckets. The overall average uses every stored rating that has a value, so a stored 0★ can affect the average even though this chart has no dedicated 0★ bucket. Use the linked ILA article for rating meanings.

## Traffic Source table

Conversations are grouped by the UTM hierarchy — `utm_source` → `utm_medium` → `utm_campaign` → `utm_content` → `utm_term`. Expand any row to drill down a level.

![Traffic Source table](/files/qU9hyM9avFYw0jCeBII8)

| Column                   | What it measures                                                    |
| ------------------------ | ------------------------------------------------------------------- |
| Traffic Source Hierarchy | The source, broken down by the UTM hierarchy (expand to drill down) |
| Conversations            | Total conversations from this source                                |
| Conv. Share / Total      | This source's share of all conversations, as a percentage           |
| Avg. Quality Score       | Average star rating of conversations from this source               |
| High Quality             | Number of conversations rated 4★ or 5★                              |
| High Quality Conv. Rate  | Percentage of this source's conversations that reached 4★ or 5★     |

{% hint style="info" %}
The **untracked** row groups conversations where no source was captured — direct WhatsApp messages, organic referrals, or links shared without tracking. See [How to analyze traffic sources](/en/marketing-and-attribution/traffic-source-analysis.md) for what to do when untracked is high.
{% endhint %}

## Top URLs Generating Conversations

Shows which landing pages are driving the most conversations, with the same quality metrics. URLs come from Method 1 capture (the tracking script on your pages). Conversations with no captured page appear as **No URL**.

![Top URLs Generating Conversations](/files/DE7neiwog1l53HeSz8Jw)

## Next steps

* Turn these numbers into decisions in [How to analyze traffic sources](/en/marketing-and-attribution/traffic-source-analysis.md).


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