# Attribution

> Send your sub ids, UTM values and click ids with the lead; ICON stores them as sent and returns its own lead id.

Put attribution under `tracking` on the search and on every direct post. A result submit carries the search's; anything you send with it replaces the search's value. ICON stores each value as sent: trimmed, never re-cased.

## Sub ids

| Field | Use |
| --- | --- |
| `tracking.subid` | Your primary sub id (a traffic source, a publisher). |
| `tracking.subid2` | Any further breakdown you need. |
| `tracking.subid3` | Any further breakdown you need. |
| `tracking.subid4` | Any further breakdown you need. |
| `tracking.subid5` | Any further breakdown you need. |

Keep your ids short and free of personal data: no emails, phone numbers or names.

## UTM values

| Field |
| --- |
| `tracking.utm_source` |
| `tracking.utm_medium` |
| `tracking.utm_campaign` |
| `tracking.utm_content` |
| `tracking.utm_term` |

## Click ids

| Field |
| --- |
| `tracking.gclid` |
| `tracking.gbraid` |
| `tracking.wbraid` |
| `tracking.fbclid` |
| `tracking.msclkid` |
| `tracking.ttclid` |
| `tracking.click_id` |

## The consumer's IP

Send `tracking.ip_address` on every search and every direct post (a result submit uses the search's): the consumer's own public address, not your server's. It is **required**: ICON records it in the consent record and on the lead, and uses it for duplicate checks. See [Consent and TCPA](https://developers.iconroute.io/consent/#the-consumer-s-ip).

## Joining back

Every search and submit answers `icon_lead_id`. Store it with your own lead id: it is the key for any question to ICON about a lead. ICON does not send postbacks to affiliates today: the submit answer is the outcome (a `PENDING` answer is not final yet).