How to Read the SourceLoop Traffic Dashboard

The Traffic dashboard is the home page of SourceLoop’s marketing attribution. It ties every visitor session, conversion, and dollar of revenue back to the channel, source, and campaign that produced it, with seven attribution models you can switch between in a single click.

This guide walks through what each part of the dashboard shows, how to filter it, and how to read the breakdown tables underneath.

What the Traffic dashboard answers

In one screen, the Traffic dashboard answers:

• Which marketing channels brought traffic this period (Paid Search, Organic, Social, Direct, Email, Referral, Paid Social)
• How many of those visits converted (form, meeting, chat, payment)
• How much revenue each channel produced (when payment integrations are connected)
• How those numbers shift when you change attribution model (first-touch, last-touch, linear, etc.)

The dashboard is the right place to start any “is our marketing working?” investigation. Funnels and the Contacts Hub go deeper into specific journeys; Traffic is the bird’s-eye view.

Step 1: Pick your filters

The filter bar at the top of the dashboard controls every number on the page.

1. Date range — defaults to the last 30 days. Click the date picker to pick a preset (Last 7 days, Last 90 days, This month, Custom). Every metric, the trend chart, and the table all update.
2. Conversion type — “All conversion types” by default. Click the dropdown to scope the dashboard to just form submissions, just meetings, just chats, just payments, or any combination. Useful for separating lead generation (forms) from revenue (payments).
3. Attribution model — defaults to “Last touch”. Click to switch between the seven models (covered in detail below).
4. Filter — add ad-hoc filters on UTM source, medium, campaign, device, country, etc. Multiple filters AND together.

The dashboard recomputes the entire view on every filter change, no separate apply button.

Step 2: Read the metric tiles

Six metric tiles run across the top of the dashboard, each showing the current period total plus a percent-change vs. the previous period:

• Visitors — unique anonymous identifiers in the period
• Sessions — separated visits (a new session starts after 30 minutes of inactivity or a new referrer)
• Pageviews — total page loads
• Conversions — the count of conversion events matching the filter
• Conv. Rate — Conversions ÷ Sessions, as a percentage
• Revenue — sum of attributed revenue when payment integrations are connected

A red arrow means the metric dropped vs. the previous period; green means it grew. Click any tile to add it to the trend chart below.

Step 3: Read the trend chart

The chart shows the selected metrics over time, with adjustable granularity:

• Daily (the default; best for short ranges like 7-30 days)
• Weekly (best for 60-90 day ranges)
• Monthly (best for quarterly and year-long ranges)

Two metrics can be plotted simultaneously on the same chart with a dual y-axis, the first metric is the bar chart (left axis), the second is the line chart (right axis). In the screenshot above, Visitors (orange bars) is plotted with Conversions (red line), so you can see directly whether a traffic spike turned into conversions or just bounced.

To swap the plotted metrics, click the metric tiles. A green check next to a tile means it’s currently on the chart.

Step 4: Read the breakdown table

Below the chart, a breakdown table groups the same data by dimension. Tabs at the top let you switch the grouping:

• Channel — high-level bucket (Paid Search, Organic Social, Direct, Email, Paid Social, Referral, Display, etc.). Channels are defined by rules in Setup -> Channel rules. This is the default tab.
• Source — literal utm_source value (google, linkedin, twitter, newsletter, etc.)
• Medium — literal utm_medium value (cpc, organic, social, email, etc.)
• Campaign — literal utm_campaign value (e.g., “summer-sale-2026”)
• UTM Term — utm_term (commonly keywords from paid search)
• UTM Content — utm_content (commonly ad-variant identifiers)
• Referrer — the referring URL (referer header), useful for spotting referral traffic from specific sites

Each row shows the same six metrics from the tiles above, scoped to that group.

The conversion column is highlighted in orange so it’s easy to spot the highest-converting groups even with many rows.

Click any row to drill into that group, the filter bar updates to include the row’s value, and the entire dashboard recomputes. Useful for asking “which campaigns inside Paid Search actually convert?” — click into Paid Search, then switch to the Campaign tab.

Step 5: Switch visualisations

The same table data can be rendered three ways. Use the icons in the top-right of the table view to toggle:

• Table — precise numbers, easy to export, best for many rows
• Bar chart — magnitude comparison, best for 5-15 rows
• Pie chart — relative share, best for 5-7 categories
• Donut chart — similar to pie but with a hole in the middle, sometimes easier to read for stacked categories

The chart at the top of the dashboard (time-series) and the breakdown view (table/bar/pie) are independent, you can have a time-series chart at the top and a pie chart at the bottom in the same view.

Step 6: Switch attribution models

This is the most powerful feature of the dashboard, and the one most teams don’t use enough.

The attribution model selector top-right (showing “Last touch” by default) controls how conversion credit gets assigned to channels and sources when a visitor has touched more than one. SourceLoop has seven models:

• Last Touch — 100% credit to the converting session’s channel
• First Touch — 100% credit to the original acquisition channel
• Last Non-Direct — 100% to the last non-direct channel before conversion (the default; matches Google Analytics)
• First Non-Direct — 100% to the first non-direct channel in the journey
• Linear — equal credit split across every touchpoint in the journey
• Position-Based (U-Shaped) — 40% to first, 40% to last, 20% split across the middle
• Time Decay — exponential decay with a 7-day half-life; recent touches get more credit

To compare models, click the model selector and pick a second model. Both appear as separate columns in the table and overlaid lines in the chart. Useful for spotting the difference between top-of-funnel acquisition channels (which dominate under First Touch) and closing channels (which dominate under Last Touch).

For more detail on each model, see Attribution models overview.

Step 7: Export the data

Top-right of the table, click Export to download the visible table as CSV. The export honours every filter you’ve applied including conversion-type scope, attribution model, and date range, so the spreadsheet matches exactly what’s on screen.

Useful when feeding the data into a separate BI tool, sending to your accountant, or sharing with someone who doesn’t have a SourceLoop login.

What’s next

• Compare attribution models in detail: Attribution models overview
• Drill into landing page performance: Content dashboard
• Look at where in the world your traffic comes from: Locations dashboard
• See which devices convert best: Devices dashboard
• Read pre-conversion browsing patterns: Paths dashboard
• Connect spend to revenue: Ads Performance dashboard