# Lead Attribution
* [How Lead Attribution Works](#how-lead-attribution-works)
* [Installing the Script](#how-to-install-the-storylane-javascript-code)
* [Best practices](#best-practices)
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## 👉 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)!
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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.
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## 👉 How to Install the Storylane JavaScript Code
Add this code snippet to the `` section on every page to power up lead tracking:
```html
```
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## 👉 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).
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If you need help or have any questions, feel free to contact us at .
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