CRM Companies
Which lead sources are actually paying
The lead source report: what it measures, the periods it covers, and how to read it without fooling yourself.
Last updated September 2, 2026
Recording where accounts come from is only worth doing if you look at the answer. The lead source report turns those labels into money: what each source brought in, and what an average deal from it looks like.
What it shows
| Figure | What it means |
|---|---|
| Total Sales | What accounts from this source actually bought in the period. |
| Total Estimates | What was quoted to them — the demand the source created. |
| Average Sale | Total sales divided by the number of sales. Whether the source brings big customers or small ones. |
| Average Estimate | The same for quotes. A high average estimate with a low average sale means you are quoting people who do not buy. |
| Unattributed | Business from accounts with no lead source recorded. |
Choosing a period
This month, last month, the last 30 or 90 days, the last 12 months, or a custom range. For anything with a long sales cycle, a short window flatters recent activity and hides what actually paid — twelve months is usually the honest view.
Reading it honestly
- Look at average sale, not just total. A source with fewer, larger customers can be worth more than one with volume.
- Watch the unattributed figure. If it is large, every other row is understated and the ranking may be wrong.
- Compare like periods. A source that only started in March will look weak over twelve months and strong over 30 days.
THE REPORT IS ONLY AS GOOD AS THE FIELD
Every number here is built from the lead source someone typed on an account. Fix the blanks before you make a spending decision on it.