Overview
A lead source report helps marketing operations compare where leads come from, how well each source qualifies, and which sources turn into conversion or value. This playbook installs a durable report page and source performance table so the team can stop rebuilding the same spreadsheet before every review.
It is built for teams that already collect source metrics from lead trackers, form exports, CRM views, campaign sheets, analytics summaries, or pasted updates. Juno uses the data you provide and keeps the report honest about missing values, stale sources, partial periods, and attribution caveats.
The replacement boundary is intentionally narrow. This does not replace a CRM, ad platform, or full attribution model. It replaces the recurring lead-source reporting spreadsheet that marketing uses to defend spend, challenge weak volume, and focus sales follow-up.
Why you should make source performance easier to defend
Lead source reporting is where channel confidence usually gets messy. One source may drive volume but poor fit. Another may look small until you compare qualification rate, conversion rate, or pipeline value. A third may be impossible to judge because source rules changed halfway through the month.
Google Analytics treats acquisition as a standard reporting job; its Traffic acquisition report is designed to show where website and app users come from (Google Analytics Help). CRMs also make source tracking a core lead field, with Salesforce documenting Lead Source as a configurable lead field (Salesforce Help).
Those systems are useful, but the operating question often lives between them: which sources deserve more budget, cleaner tagging, tighter qualification, or faster sales follow-up? Juno gives that question one workspace. The table preserves history and the report page keeps definitions visible while turning source movement into decisions.
Step-by-step
- 1Confirm the brand, reporting period, comparison period, lead sources, qualification rule, conversion stage, value metric, and any source or attribution caveats.
- 2Install the lead source reporting workspace with a source performance table and responsive report page.
- 3Load the latest source metrics from user-supplied exports, pasted updates, existing workspace tables, or manual notes, keeping every value tied to its period and source note.
- 4Normalize source names and definitions before comparing performance, especially when sources include paid campaigns, partner referrals, events, webinars, organic search, direct traffic, or unknown values.
- 5Compare each source by volume, qualified leads, qualification rate, converted leads, conversion rate, value, cost when supplied, freshness, confidence, caveats, and recommended action.
- 6Refresh the report page so marketing can scan top sources, weak sources, stale data, and priority follow-up decisions without reopening every input.
- 7On optional weekly or monthly refreshes, reuse the same table and report so prior periods stay comparable.
Frequently asked questions
Does this connect to my CRM automatically?
No. The default playbook works from data the user supplies in Juno, such as exports, pasted metrics, workspace tables, or manual notes. CRM or analytics integrations can be added later as a separate expansion.
What sources should I include?
Start with the sources your team already discusses in pipeline or demand reviews: paid search, organic search, referrals, partners, events, webinars, social, outbound, direct, and unknown. The first pass is most useful when source names match the way the team actually makes decisions.
How does Juno handle attribution gaps?
Juno records caveats directly in the source performance rows and report page. If source definitions, conversion stages, or reporting periods do not line up, the report should label the gap instead of pretending the numbers are perfectly reconciled.
When should this run?
Run it weekly for active demand generation review or monthly for spend and pipeline readouts. Leave the cadence as run-once when the team is still agreeing on definitions or source coverage.