Native Lead Source Attribution for Organic and Direct Traffic

It would be valuable if Marketo provided native functionality to identify and assign a Lead Source for new contacts based on their acquisition channel, without relying solely on UTM parameters.

Currently, it's possible to identify some new contacts through UTM values, but this doesn't cover traffic from channels such as Organic Search or Direct, where UTM parameters are typically not present. As a result, these common acquisition sources cannot be reliably identified or assigned using native Marketo functionality alone.

A native capability to distinguish acquisition channels such as Organic Search, Direct, Paid Search, Referral, and other standard traffic sources, and automatically populate the Lead Source field, would improve attribution accuracy and reduce the need for custom workarounds or external integrations.