> ## Documentation Index
> Fetch the complete documentation index at: https://docs.dealerfunnel.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead Sources Report: Measure ROI by Acquisition Channel

> The Lead Sources report shows how many leads each source generated, how often they respond, and how many converted to appointments or sales.

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.

## 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.

## 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.

<Tip>
  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.
</Tip>

## 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.

### Table Columns

| Column                   | What It Means                                                                                |
| ------------------------ | -------------------------------------------------------------------------------------------- |
| **Lead Source**          | The name of the acquisition channel (e.g., Website, Facebook, Cars.com, AutoTrader, Walk-In) |
| **Total Leads**          | Total number of leads received from that source during the selected date range               |
| **Responded (%)**        | Percentage of leads from that source who replied to at least one message                     |
| **Appointments Set (%)** | Percentage of leads from that source who had an appointment scheduled                        |
| **Sold (%)**             | Percentage of leads from that source who were ultimately marked as Sold                      |

### 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.

## 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.

## 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.

## 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.