The Sources Dashboard helps you understand where your leads and revenue come from. It breaks down performance by lead source -- comparing paid advertising platforms against organic channels -- so you can see which sources drive the most customers, the best conversion rates, and the highest lifetime value.
Booked calls, customers, committed revenue, and cash collected are calculated from tracked system DataFields. Timing metrics use contact transition timestamps where event timing matters.
Accessing the Sources Dashboard
Navigate to Sources Dashboard in the sidebar. Like all dashboards, it uses the period selector at the top to filter data by date range.
Widgets
Revenue per Ad Platform
A doughnut chart showing how your ad revenue is distributed across paid platforms (Google Ads, Facebook Ads, LinkedIn Ads, etc.). Helps you quickly identify which paid channels are generating the most value.
This widget uses source-attributed Total Revenue system entries, so it reflects the same canonical revenue tracked elsewhere in the app.
Revenue per Organic Source
A doughnut chart showing revenue from non-paid sources -- direct traffic, referrals, organic social, email, events, and more. This reveals how much of your business comes from channels that don't require direct ad spend.
This widget is based on source-attributed Total Revenue system entries.
Revenue per Source Over Time
A line chart showing revenue trends for your top sources over time. Each source gets its own line, making it easy to spot which channels are growing, declining, or seasonal.
This chart uses report-date based revenue history from source-attributed system DataFields.
Source Breakdown Table
A detailed table with one row per active source. This is the most comprehensive widget on the dashboard, showing:
| Column | Description |
|---|---|
| Source | The lead source (with icon) |
| Leads | Number of contacts created with this source in the period |
| Booked | Contacts that reached the "Call booked" stage |
| Customers | Contacts that became customers |
| Close % | Percentage of leads that became customers |
| Lead-Book | Average days from lead creation to booking a call |
| Lead-Close | Average days from lead creation to becoming a customer |
| Book-Close | Average days from booking a call to becoming a customer |
| Revenue | Total committed revenue |
| Cash | Total cash collected |
| Cash % | Percentage of revenue that has been collected |
| LTV | Average revenue per customer from this source |
The core columns use these sources of truth:
- Leads -- contacts created in the selected period
- Booked -- source-attributed Calls Booked system entries
- Customers -- source-attributed closed-deal system entries
- Revenue -- source-attributed Total Revenue
- Cash -- source-attributed Cash Collected
The timing columns (Lead-Book, Lead-Close, Book-Close) use contact transition timestamps because those are event-timing insights rather than aggregate totals.
Paid Ads Pipeline
A funnel widget showing how paid leads progress through the sales process:
- Paid leads
- Booked
- Offers
- Customer
This widget helps you see whether paid contacts are actually moving forward after entering your funnel.
The tracked stages are:
| Stage | What it measures |
|---|---|
| Paid leads | Contacts created in the period from paid ad sources |
| Booked | Calls Booked system entries attributed to paid ad sources |
| Offers | Offers Presented system entries attributed to paid ad sources |
| Customer | Closed-deal system entries attributed to paid ad sources |
The conversion percentages show how efficiently paid traffic moves from one sales stage to the next.
Paid Advertisement Funnel
A separate three-stage funnel showing the money side of paid acquisition:
- Ad spend
- Ad revenue
- Cash collected
This widget helps you measure efficiency and collection for your paid campaigns.
The tracked stages are:
| Stage | What it measures |
|---|---|
| Ad spend | Total advertising expenses (fixed + recurring) for the period |
| Ad revenue | Source-attributed Total Revenue from paid ad sources |
| Cash collected | Source-attributed Cash Collected from paid ad sources |
The conversion percentages between these monetary stages show your ROAS and collection rate.
Note: Ad spend is tracked as a total across all platforms. If you need per-platform spend tracking, record separate expenses per platform.
Detailed Metrics
A collapsible section with additional KPIs focused on source performance:
- ROAS and Cash ROAS -- return on ad spend based on committed revenue and cash collected
- Ad CPA -- cost per acquisition for paid sources
- Paid vs. organic revenue split -- percentage breakdown of where your revenue originates
- Average LTV -- compared between paid and organic sources
- Average conversion timing -- how long it takes leads to book and close across all sources
- Best converting source -- the source with the highest close rate
- Highest LTV source -- the source producing the most valuable customers
Reading your Sources Dashboard
Here are some things to look for:
- ROAS health -- if your ad funnel shows less revenue than spend, your paid campaigns may need adjustment.
- Organic vs. paid balance -- heavy reliance on paid sources means your revenue is tied to ad budgets. Growing organic sources reduces that dependency.
- Conversion speed -- the Lead-Book and Lead-Close columns in the breakdown table show how quickly different sources move through your pipeline. Faster sources may deserve more investment.
- LTV differences -- some sources may bring cheaper leads that close faster but spend less. Others may take longer but produce higher-value customers. The LTV column reveals this.
- Cash collection -- a high revenue but low Cash % for a source may indicate payment issues with that audience segment.