How to Read the SourceLoop Traffic and Revenue Report

The Traffic and Revenue report is where most SourceLoop questions start. It shows every visit, conversion, and dollar of revenue for the period, then credits each one to the channel, source, and campaign that earned it, under whichever attribution models you choose.

Open it from Reports in the left sidebar. It is the first report under Acquisition, at app.sourceloop.ai/reports/traffic.

What the report answers

• Which channels sent visitors this period, and whether that is up or down on the period before
• Which of those visitors converted, and into what (a form fill, a booked meeting, a call, a purchase)
• How much revenue and pipeline each channel produced, once a payment tool or CRM is connected
• How the credit moves when you look at the same journeys under a different attribution model

For a single person’s journey, go to Contacts. For step-by-step drop-off, build a funnel. This report is the channel-level view of both.

Step 1: Set the controls

The controls bar under the title applies to every number on the page.

1. Date range. Defaults to the last 30 days. Pick a rolling period (it keeps moving as days pass) or set a custom range on the calendar.
2. Comparison. Defaults to vs previous period, which drives the green and red change figures. Switch to vs previous year for seasonal businesses, or turn comparison off.
3. Measuring. Starts on All conversions. This picker decides what the report counts, covered in Step 2.
4. Attribution model. Starts on Last touch with First touch added (the “+1”). Tick or untick models to choose which credit columns appear in the table.
5. Filter. Narrow the whole report to a country, device, landing page, campaign, or any other field. Conditions stack.

Step 2: Choose what you are measuring

Most teams care about more than form fills. The Measuring picker swaps what every card, chart line, and credited column counts, without changing the traffic numbers.

• Recorded by SourceLoop: All conversions, or Conversions by type to give forms, meetings, calls, and chats a column each
• From your CRM: Contacts by stage (Lead, MQL, SQL, Opportunity, Customer), Companies by stage, and Deals by status (open, won, lost)
• From your payments: Subscriptions by status, Payments, and Revenue

Options you have not connected yet are greyed out with a note saying what to connect. Measuring by stage is how you answer “which channel produces SQLs, not just leads?”

Step 3: Read the metric cards and chart

The cards across the top show the period’s totals with their change against the comparison period:

• Unique visitors: distinct people who visited
• Sessions: separate visits, where a new session starts after 30 minutes of inactivity or when someone arrives from a new source
• Pageviews: every page load
• Conversions: what you are measuring, per the Measuring picker
• Revenue: credited revenue, once payments are connected
• Conv. rate: conversions divided by sessions

Tick a card’s checkbox to plot it. The chart holds two metrics at once, each on its own axis, so you can lay conversions over visitors and see whether a traffic spike turned into leads. Counts draw as bars and traffic draws as a line. Use Daily, Weekly, Monthly, or Quarterly above the chart to change the bucket.

Step 4: Read the breakdown table

The table below the chart groups the same numbers by one dimension at a time. The tabs switch the grouping:

• Channel: the bucket each visit is filed under, from your channel definitions
• Source and Medium: the utm_source and utm_medium values, or what SourceLoop worked out from the referrer and click ID
• Campaign, UTM term, UTM content: the rest of your UTM tags
• Referrer: the site that linked to you

The columns sit in labelled groups. Traffic holds visitors, sessions, and pageviews. Then each attribution model you picked gets its own colour-coded group with Attributed (credited conversions), Revenue, and Conv. rate. Hover over any column header for a one-line definition.

A few things worth knowing:

• Expand a row to break it down by another dimension inside it, for example Paid search, then Campaign, then Landing page.
• Click a credited number to see the exact people behind it, with their first touch and landing page.
• Columns brings back hidden columns, such as Influenced (every conversion a channel took part in, whatever the model).
• Search filters the rows when the list gets long.

Step 5: Compare attribution models

When someone visits several times before converting, the model decides which visit gets the credit. SourceLoop offers seven:

• Last touch: all credit to the visit they converted on
• First touch: all credit to the visit that first brought them in
• Last non-direct and First non-direct: the same, skipping Direct visits
• Linear: equal credit to every visit
• U-shaped: 40% to the first visit, 40% to the last, the rest split across the middle
• Time decay: more credit to visits closer to the conversion, halving every 7 days

Tick two or three models together to see where they disagree. Channels that win under First touch open journeys. Channels that win under Last touch close them. Attribution models explained goes deeper on when to trust each one.

Step 6: Export, share, or make it your own

• Export above the table downloads the rows you are looking at as a CSV, with your date range, filters, and models applied.
• Share creates a link for a client or anyone outside your workspace. You choose the date range it shows, whether viewers can change it, and whether it needs a password.
• The menu next to Share has Export, which turns the whole report into a PDF or PowerPoint deck, and Duplicate, which makes an editable copy under Your reports.

What’s next

• Understand the seven models in depth: Attribution models explained
• See which landing pages convert: Content report
• Find out where your visitors are: Locations report
• Compare mobile, desktop, and tablet: Devices report
• Read the order of channels in each journey: Paths report
• Put ad spend next to results: Ads performance report