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The Lead Sources report answers one of the most important questions in automotive marketing: which channels actually produce buyers? Knowing that a source sent you 200 leads last month means very little if none of them answered a text or came in for a test drive. This report goes beyond raw lead volume and shows you response rates, appointment rates, and conversion to sold for every acquisition channel connected to Dealer Funnel — so you can make budget decisions based on outcomes, not just impressions.

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How to Access the Lead Sources Report

In the left navigation menu, click Reports, then click Lead Sources. The report loads with the current month’s data by default.

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Filtering the Report

Use the date range picker at the top of the page to set your analysis window. Select a start date and end date, then click Apply to refresh the report. There is no agent filter on this report — lead source performance is measured across your entire team.
Run the Lead Sources report for the same 30-day window in back-to-back months and compare the results side by side. Month-over-month comparison is one of the fastest ways to spot a channel that’s declining in quality before your budget cycle closes.

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Reading the Report

The Lead Sources report is organized as a table where each row represents one lead source and each column represents a key performance metric.

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Table Columns

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Example Sources You May See

Dealer Funnel pulls lead source data directly from your CRM integration and from web form submissions. Common sources include:
  • Website — Leads who submitted a form or used the SMS widget on your dealership website
  • Facebook — Leads from Facebook Lead Ads or Messenger
  • Cars.com / AutoTrader / CarGurus — Third-party classified listing leads
  • Phone — Inbound phone calls logged in the system
  • Walk-In — Manually entered leads for customers who arrived in person
  • Referral — Leads sourced from customer or employee referrals
If a lead has no source assigned, it appears in an Unassigned row. Make it a habit to assign lead sources when manually creating leads so your report data stays clean and actionable.

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Interpreting the Data

A high lead volume with a low response rate usually means one of two things: the leads themselves are low intent, or your team isn’t reaching out fast enough to that source’s leads. Compare response rate across sources — if your Website leads respond at 60% but a paid third-party source responds at 15%, that’s a signal worth investigating. A strong response rate paired with a low appointment rate often points to a messaging or offer problem rather than a lead quality problem. Use this pattern to identify sources where your follow-up sequence may need improvement. Sold rate is your ultimate north star. A source that generates fewer leads but converts more of them to sales is almost always worth more than a high-volume, low-conversion source.

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Exporting the Data

Click Export CSV in the upper-right corner of the report to download the full table as a spreadsheet. Use the exported file to build custom pivot tables, share findings with your marketing vendor, or combine data with your advertising spend to calculate a true cost-per-sale by channel.

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Use Cases

  • Reallocate ad budget: Identify your highest-converting sources and shift spend toward them at your next budget review.
  • Cut underperforming sources: If a source has consistently low response and appointment rates over several months, use the data to justify reducing or eliminating that spend.
  • Benchmark new channels: Add a new lead source and track it for 60–90 days to see how it performs compared to your established channels before committing long-term budget.
  • Vendor conversations: Bring your Lead Sources report to meetings with your digital advertising vendors. Objective performance data makes those conversations far more productive.