How can I tailor content based on the acquisition source? (e.g., webinar vs. lead magnet)

Capturing acquisition source requires planning before subscribers join your list. Once they're in without source data, it's hard to reconstruct.

UTM parameters on signup links capture campaign context. utm_source, utm_medium, and utm_campaign tell you where they came from and which effort attracted them. Pass these to your email platform at signup.

Hidden form fields capture referral data. Auto-populate fields with referring URL, landing page, or campaign codes. The subscriber doesn't see them, but the data gets attached to their record.

Separate signup forms for different sources ensure clean data. A form embedded on your blog is clearly organic. A form on a partner's site is clearly co-registration. Dedicated landing pages for specific campaigns are clearly attributable.

Integration with your CRM or marketing platform. If someone exists in your CRM before subscribing to email, their original acquisition source should carry over. Maintain data lineage across systems.

Post-signup surveys can fill gaps. Ask "How did you hear about us?" on a welcome email or preference center. Self-reported data isn't perfect but adds signal.

Standardize your source taxonomy. "Facebook" and "FB" and "fb ads" are all the same source but won't match in reporting. Define categories and enforce consistency from the start.