Free lead source normalizer

Lead source normalizer

Paste the distinct values from your CRM's lead source field. Each one is mapped to a category in the taxonomy, or flagged for you to decide. Everything runs in your browser and nothing you paste is sent anywhere.

Paste your values

One per line. Export the distinct values from your lead source field and paste the whole column.

Your crosswalk

Change any mapping with the dropdown. Your edits are included in the download.

Paste your values on the left and your crosswalk builds here. Not sure? .

Apply the mapping

Building a taxonomy from scratch instead? Start with the reference framework in the lead source taxonomy guide, or generate a picklist with the taxonomy builder. For the full five-step cleanup, including how to apply the mapping without breaking historical reports, read lead source normalization.

Common questions

Normalizer questions

What is lead source normalization?

Normalization is the process of mapping the values already in your lead source field onto a fixed set of categories. The raw value stays in a separate read-only field so you can audit it later; the canonical field only ever holds one of your agreed categories.

Why are some values marked for review instead of mapped?

Because they genuinely fit more than one category. “LinkedIn” on its own could be paid or organic; “Referral” could be a partner, a customer or another website. A tool that guessed would give you a clean-looking field with wrong data in it, which is worse than an obvious gap.

Is my CRM data sent anywhere?

No. The matching runs in your browser and nothing leaves the page. You can paste a full export of your lead source values without them reaching a server.

What should I do with values that have no signal at all?

Decide them by hand, once. Values like “legacy_import” or “misc” carry no information about where the lead came from, so no rule can recover it. Map them to your best judgement and fix the capture so the next twelve months are better than the last.

How do I stop the field getting messy again?

Convert it to a picklist so free text cannot be written to it, and capture the source automatically at the moment the form is submitted. Manual entry is where taxonomies quietly fail.