Lead Source ROI
Compare lead quality, revenue, rep contribution, upsell lift, and brand-funded source performance.
Lead Source ROI
Lead Source ROI shows which sources create the best opportunities, which reps close them, and which channels deserve more budget.
Filters
This report includes two built-in filters:
- Period
- Module
Use the module filter to isolate Residential, Commercial, Fleet, or Holiday Lights performance without leaving the report.
KPI Cards
The summary cards at the top call out:
- Total revenue
- Win rate
- Lead volume
- Commission paid
- Upsell revenue from existing clients
- Revenue from brand-funded sources
This lets you see both raw source volume and the quality of the work each channel creates.
Lead Source Performance Table
The table shows one row per lead source with these columns:
| Column | Description |
|---|---|
| Source | The lead source label plus its category |
| Type | Whether the source is marked as direct or brand-funded |
| Leads | Total number of leads from this source |
| Estimates Sent | Number of estimates sent from that source |
| Won | Number of accepted estimates or proposals |
| Win Rate | Percentage of sent work that was won |
| Revenue | Total revenue from won work |
| Revenue / Lead | Revenue spread across all leads from that source |
| Upsell | Won revenue from existing clients who already had completed work |
| Commission | Estimated commission paid based on the configured rate |
| Top Rep | Highest-revenue rep attached to wins from that source |
Click any column header to sort. Sort by Revenue, Revenue / Lead, or Upsell depending on the question you are answering.
Rep Attribution and Brand-Funded Sources
Two supporting panels sit beside the main chart:
- Rep Attribution shows which rep is winning the most revenue from each source.
- Brand-Funded Sources breaks out sources tagged as paid for by the shared brand or ad fund.
This is especially useful if you need to separate business-development wins from brand-marketing wins.
Reading the Data
Use the report to answer a few distinct questions:
- Which sources close best? Sort by Win Rate.
- Which sources create the most money per opportunity? Sort by Revenue / Lead.
- Which sources are feeding repeat business? Sort by Upsell.
- Which sources depend on one rep to perform? Compare the table with the rep attribution card.
- Which sources belong in franchise/ad-fund rollups? Review the brand-funded panel.
Brand-Funded Source Setup
Brand-funded reporting depends on the Brand-funded source toggle in Admin > Lead Sources. Turn this on for channels that should roll into shared-brand or franchise ad-fund reporting.
Examples:
- Google Ads funded from the brand budget
- Meta campaigns funded at the franchise level
- Shared directory spend managed centrally
Do not enable this for rep-sourced referrals, door knocking, networking, or other direct-origin channels unless those are actually funded centrally.
Tips
- Look past raw lead volume. Revenue per lead and upsell revenue often tell a truer story than lead count alone.
- Check the top rep column. A source that only works for one rep may need process coaching or routing changes.
- Pair this with [Franchise Reporting](/analytics/franchise) if you use shared ad-fund accounting.
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