Measuring lead source performance
See which lead sources create real pipeline — and which convert — in the Source Performance report.
The Source Performance report shows which of your lead sources are actually creating pipeline — not just where contacts come from, but how much follow-up and how many appointments each source earns. Use it to decide where your lead spend is paying off.
What the report measures
Open Source Performance to see one row per lead source with these columns: Source, New leads, Calls, Texts, Emails, Notes, Tasks done, Appointments, and Website messages. Sources are grouped from each contact's recorded source, with web-origin leads rolled up under Website. The cards across the top sum those into totals — Total leads, Total activity, New leads, Contact attempts, Appointments, and Website messages — for the date range you've selected.
A lead's source is set when the contact is created — from a lead-source field, a web origin, or an import. Leads with nothing recorded land under Unknown, so map a source on every import to keep this report clean.
Read the breakdown and pick a metric
Set your date range
Use the range picker at the top of Analytics to choose the period you want — the report defaults to the last 90 days. Every count below updates to match.
Choose the Primary metric to chart
The Primary metric selector controls which number the trend chart plots over time. Pick from New leads, Calls, Texts, Emails, Notes, Tasks done, Appointments, or Website messages.
Read the per-source table
Scan each source's row to compare volume side by side. Sources sort by New leads, so your highest-volume channels rise to the top, with Website and Unknown sorted last.
Filter and compare on conversion
Narrow the report with the filters in Source Performance. Set Source to a single channel to focus on one, or leave it on all to compare every source at once. Use Lead kind to limit to website leads, manual leads, or all — handy when you want inbound web traffic separated from leads you added by hand.
The Preset selector reframes the same sources around outcomes instead of raw counts. Summary is the default breakdown above. Switch to Speed to lead to see how fast each source gets a first touch, Contact attempts for how many tries it takes to get a response, Unacted leads to surface sources piling up untouched leads, or Closed deals to see which sources actually convert. That's how you judge a source on conversion, not just volume.
Compare a source's Closed deals preset against its New leads count to find your real cost per closing — a low-volume source that converts can beat a high-volume one that doesn't.
To act on what you find, jump to Contacts to work a specific source's leads, or open Pipeline to see where those deals stand.
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Last updated 2026-06-21