# Lead Attribution
* [How Lead Attribution Works](#how-lead-attribution-works)
* [Installing the Script](#how-to-install-the-storylane-javascript-code)
* [Lead Attribution Tracking](#lead-attribution-tracking)
* [Best practices](#best-practices)
***
## 👉 How Lead Attribution Works
1. **First Visit: Unknown Lead**\
A visitor lands on your site but hasn’t shared their email: they’re still anonymous.
2. **Demo Time: Staying Anonymous**\
The visitor explores a Storylane demo — we identify account-level data but without the visitor submitting a form, they're still unknown at a user-level.
3. **Form Filled: They’re In**\
The visitor eventually fills out a form on the website (with Storylane JS embeded). Now, Storylane can link their email to past demo interactions.
4. **Lead Linking Magic**\
Boom! Storylane matches the email with previous demo actions, giving us a full picture of their journey and interest level (+ all future interactions)!
{% hint style="danger" %}
For automatic lead attribution to work, Storylane JS must be installed on *every page* of the website. Without this, we can’t detect those form submissions or link demo activity back to leads.
{% endhint %}
***
## 👉 How to Install the Storylane JavaScript Code
Add this code snippet to the `` section on every page to power up lead tracking:
```html
```
***
### **👉 Lead Attribution Tracking**
### How to Set Up Using Google Tag Manager (GTM)
Add Storylane SDK quickly using Google Tag Manager without any engineering effort.
1. Sign in to [Google Tag Manager](https://tagmanager.google.com/) and select “Workspace”.
2. Click on “Add a new tag” and name it "**Storylane Tag"**.
3. Click **Edit** on Tag Configuration and under custom, select **Custom HTML**.
4. Copy the tracking script below and paste it into the HTML field. Hit **Save**.
{% code overflow="wrap" fullWidth="false" %}
```javascript
```
{% endcode %}
5. In the Triggers popup, click **Add Trigger** and select **All Pages**.
6. Once the trigger has been added, click on **Publish** at the top of your GTM window and that’s it!
***
## 👉 Best Practices
To keep everything smooth:
* [x] **Storylane JS Code:** Must be on *every page*, in the `` tag.
* [x] **CRM Integrations:** We support Marketo, HubSpot, and Pardot (other CRMs coming soon).
***
{% hint style="info" %}
If you need help or have any questions, feel free to contact us at .
{% endhint %}
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