Source Attribution

Where leads come from and how much revenue follows.

Last updated 05/27/26

For each lead source (contact form, paid search, referral, etc.):

Leads captured — how many leads tagged with that source.
Closed-won — how many of those leads converted to paying customers.
Revenue — total invoiced (paid) revenue tied to the campaigns those closed-won leads converted into.

Unconverted leads (still in the funnel or closed-lost) contribute zero revenue.

Conversion rate = closed-won ÷ leads. This tells you quality per source.
Revenue = total revenue (across all paid invoices) attached to the campaigns that came from closed-won leads of that source. This tells you value per source.
Revenue per lead = revenue ÷ leads. Combines quality and value — the single number that says "is this source paying off?"

Why does revenue lag conversion? Revenue accumulates after a lead converts and starts being billed. A new converted lead has $0 revenue until the first invoice is paid.
Why is a source missing? Either no leads carry that source value, or all of them are still in the funnel and the revenue join produces nothing.
Why is "unknown" the biggest source? Some leads come in without a `source` field set. Backfill via the lead detail page, or improve the capture form to require it.

Click into a source row to see the underlying leads — do they actually carry that source?
For revenue, confirm the closed-won lead is linked to a campaign and that campaign has paid invoices.
If "unknown" dominates, fix the lead-capture forms so they always set a source.