# Lead Source Performance

<p class="doc-lead">Per–lead-source performance for leads created in the selected date range — volume, outcomes, conversions, conversion rate, and average days to convert.</p>

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<p class="doc-toc-title">On this page</p>
<div class="doc-toc-links">
<a href="#/crm/reports/lead-source-performance?id=overview">Overview</a>
<a href="#/crm/reports/lead-source-performance?id=use-cases">Use Cases</a>
<a href="#/crm/reports/lead-source-performance?id=filters">Filters</a>
<a href="#/crm/reports/lead-source-performance?id=columns">Columns</a>
<a href="#/crm/reports/lead-source-performance?id=actions">Actions</a>
<a href="#/crm/reports/lead-source-performance?id=faq">FAQ</a>
</div>
</div>

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<h2 id="overview">Overview</h2>

Open from <b>CRM → Reports → Lead Source Performance</b>.

Shows one row per lead source for leads <b>created</b> in the selected date range. Requires Won and Lost configured in <a href="#/crm/crm-settings">CRM Settings</a>.

Empty state: <b>No data for the selected filters.</b>

Rows sorted by Leads descending.

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<h2 id="use-cases">Use Cases</h2>

<ul>
<li><b>Marketing ROI</b> — Compare which sources produce the most and best-converting leads.</li>
<li><b>Budget allocation</b> — Shift spend toward high-conversion sources.</li>
<li><b>Source quality review</b> — Identify sources with high lost rates.</li>
</ul>

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<h2 id="filters">Filters</h2>

| **Filter** | **Location** | **Notes** |
|------------|--------------|-----------|
| Date range | Header | Lead Created date. Same presets as other CRM reports. Default: current month. |
| Branch | Advanced Filter | Hidden for single-branch companies. |
| Route | Advanced Filter | Autocomplete. |
| Lead owner | Advanced Filter | Employee autocomplete (excludes inactive employees). |

Toolbar: <b>Generate</b>, <b>Advanced Filter</b>, clear.

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<h2 id="columns">Columns</h2>

| **Column** | **Shows** |
|------------|-----------|
| Source | Lead source name; Unknown if missing. |
| Leads | Total leads from source in range. |
| Converted | Converted to customer. |
| Won | Won status count. |
| Lost | Lost status count. |
| Open | Total minus Won minus Lost. |
| Conv. % | (Converted ÷ Leads) × 100; 0 if null. |
| Avg days | Average days to convert; — if null. |

No grand total row.

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<h2 id="actions">Actions</h2>

<b>Generate</b>, <b>Advanced Filter</b>, clear — no export, print, or drill-down.

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<h2 id="faq">FAQ</h2>

<p><b>Why do some rows show Unknown as Source?</b><br>
Leads without a lead source assigned appear as Unknown.</p>

<p><b>How is Open calculated?</b><br>
Open = Leads minus Won minus Lost for leads created in the date range.</p>

<p><b>How is Conv. % calculated?</b><br>
Conversion percentage uses Won leads divided by total leads created in the selected Created date range.</p>

<p><b>What does Avg days to convert mean?</b><br>
Average days from lead creation to customer conversion for leads that converted in the period.</p>

<p><b>Can I export or drill down from this report?</b><br>
Use Export and Print on the report toolbar. Click lead counts on related dashboards; this report does not open individual lead quick views from cells.</p>

<p><b>Does the Branch filter hide columns?</b><br>
When no branch filter is applied, branch-specific columns may be hidden. Select a branch in Advanced Filters when branch breakdown is needed.</p>

<p><b>Why is my new lead source missing?</b><br>
Only sources with leads created in the date range appear. Leads without a source still show under Unknown.</p>

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<h2 id="related">Related</h2>

<ul>
<li><a href="#/crm/reports/lead-owner-report">Lead Owner Report</a></li>
<li><a href="#/crm/lead-source">Lead Source</a></li>
<li><a href="#/crm/crm-settings">CRM Settings</a></li>
</ul>