# What is SourceLoop and how does it work? SourceLoop is marketing attribution software that captures the source and full journey of every lead, then pushes it into your CRM, dashboards, and ad platforms. Source: https://sourceloop.ai/help/what-is-sourceloop/ Updated: 2026-05-28 --- SourceLoop is marketing attribution software for lead-gen, SaaS, and ecommerce teams. It captures the **source and full journey** of every visitor that converts (form submission, meeting, chat, or payment) so you can see what marketing actually works. This article gives you a quick mental model of what SourceLoop does and where its data ends up. ## What SourceLoop tracks When you install the tracking pixel on your site, SourceLoop watches for four conversion types: - **Form submissions** from any form builder (HubSpot, Webflow, Typeform, custom) - **Meetings booked** through Cal.com, Calendly, HubSpot, Chili Piper, and others - **Chat conversations** started through Intercom, Drift, Crisp, and similar tools - **Payments** from Stripe (or any platform you connect) For every conversion, SourceLoop records: 1. The **original source** (first touch) — for example, `google / cpc` from a search ad 2. The **last source before converting** (last touch) 3. The **full journey** in between, including every page visit 4. UTM parameters, referrers, and device / location context ## Where the data lives > **It's not just another analytics dashboard** > SourceLoop is designed to push attribution data **into the tools you already > use**, not trap it in a separate dashboard. The dashboard is for analysis; > the integrations are where the value compounds. Captured data flows into three places: - **SourceLoop dashboard** at `app.sourceloop.ai` — reports, funnels, the Contacts Hub - **Your CRM** (HubSpot, Salesforce, Pipedrive, Zoho, etc.) — UTM fields and full journey appended to each lead - **Your ad platforms** (Google Ads, Meta, LinkedIn) — offline conversions synced via the Conversion API for closed-loop reporting ## Who it's for SourceLoop is built for teams who: - Run paid acquisition and need to know which campaigns drive **revenue**, not just clicks - Use a CRM and want **lead source + journey** stored on every record - Want to **sync offline conversions** (a closed deal, a paid invoice) back to ad platforms so the algorithms can optimize on real outcomes - Don't want to pay enterprise prices for Segment, HubSpot Enterprise, or attribution-only tools like Hockeystack If you don't have a CRM and don't run paid ads, you probably don't need SourceLoop yet. Stick with GA4. ## Next steps Once you've got the lay of the land, head to the [install guide](/help/install-the-tracking-pixel/) to get the pixel on your site. The whole setup takes about 5 minutes. ## Frequently Asked Questions ### What does SourceLoop actually do? It records the marketing source and full pre-conversion journey of every visitor that fills out a form, books a meeting, starts a chat, or pays you. Then it stitches that data into your CRM (HubSpot, Salesforce, Pipedrive), your dashboards (revenue by channel, multi-touch attribution, funnels), and your ad platforms (offline conversion uploads to Google Ads, Meta, LinkedIn, TikTok, Microsoft). ### How is SourceLoop different from Google Analytics 4? GA4 is session-level analytics (counts, sessions, events, conversions in aggregate). SourceLoop is contact-level attribution (one row per real person with their full journey, identity, lifecycle stage, and revenue attached). GA4 says "Paid Search drove 240 sessions"; SourceLoop says "Jane Doe at Acme Inc. converted on a $12k contract, first-touch was the Google Ads campaign on April 3, last-touch was the LinkedIn ad on May 19." Different lenses on the same data. ### How is SourceLoop different from HubSpot Marketing Hub? HubSpot's attribution lives behind Marketing Hub Pro and Enterprise tiers, and it's single-touch (one source per contact). SourceLoop adds multi-touch attribution (first, last, linear, U-shaped, time-decay), works on every HubSpot tier including Free, and pushes attribution into HubSpot rather than requiring you to live in it. ### Who is SourceLoop built for? B2B SaaS, B2B services, agencies, and ecommerce teams that run paid acquisition, use a CRM, and need to know which channels actually produce revenue (not just clicks). Solo founders with no paid spend and no CRM are better off starting with GA4 and graduating to SourceLoop once paid budgets matter. ### What does it cost? Free trial with no card required. Paid plans scale with monthly tracked visitors and number of integrations. See the pricing page for current rates. ### How long does it take to set up? The tracking pixel is a single script tag, takes about 30 seconds. After that, every additional integration (CRM, payment provider, ad platform, form tool) is its own short setup flow, typically under 10 minutes each. Most teams have a working attribution pipeline within an hour of signup. ### Does SourceLoop replace my CRM? No. SourceLoop is the attribution layer that feeds your CRM. Contacts created in SourceLoop sync into HubSpot, Salesforce, or Pipedrive with full source and journey data attached; your reps continue working in the CRM. Think of SourceLoop as the missing "where did this lead come from?" column on every CRM contact. ### Where do I start? Sign up for the free trial, install the tracking pixel on your site (5 minutes), and connect your most-used integration first (whichever payment provider, CRM, or ad platform matters most to you). The dashboard fills with real data within an hour.