If you have Google analytics and you are using third party embeddable software on your website, chances are you are missing a lot of the referring traffic sources.
Unless users come from your advertising sources directly to the landing page where your third party app (or Cogsworth in this case) is embedded - the third party app does not know the referring traffic source.
Previously you could get around this by asking your developers to cookie the URL parameters from the landing page and pass them into the iframe of your software, but this is a technical and non simple solution.
You first embed a snippet of code across your entire site. This allows us to hear any referring traffic.
Now you can more accurately attribute traffic to appointments.
More info on docs.cogsworth.com