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 to your CRM and ad platforms.
On this page
SourceLoop is marketing attribution software for lead-gen, SaaS, agency, and ecommerce teams. It captures the source and full journey of everyone who converts, by form, booking, call, chat, or payment, and shows which marketing produces leads, pipeline, and revenue.
What SourceLoop tracks
Install the tracking code on your site and SourceLoop records every visit, then ties each conversion to the person who made it:
- Form submissions from almost any form tool, such as HubSpot, Webflow, Typeform, Gravity Forms, or your own HTML
- Meetings booked through Calendly, Cal.com, HubSpot Meetings, and others
- Phone calls through CallRail, CallTrackingMetrics, Invoca, and Mediahawk
- Chat conversations through Intercom, Crisp, Tidio, LiveChat, and others
- Payments and subscriptions from Stripe, Paddle, Polar, Lemon Squeezy, Dodo Payments, and Shopify
For every lead, SourceLoop keeps the first touch, the latest touch, every visit in between, UTM tags, ad click IDs, and device and location.
What you do with it
- Reports: pre-built reports for traffic, landing pages, locations, devices, journeys, ads, creatives, spend, lifetime value, products, subscriptions, and trials, plus your own custom reports you can share and export
- Contacts: every lead with their journey, lead quality, stage, and value
- Activation: send real leads and revenue back to ad platforms, get Slack and email alerts, and push events to other tools with outgoing webhooks
- CRM sync: lead source and journey on every record in HubSpot, Salesforce, Pipedrive, or Jobber
- For agencies: a Clients overview and white-label reports
Where the data lives
- SourceLoop at
app.sourceloop.ai: reports, funnels, contacts, and deals - Your CRM: first and latest touch and lead quality on every contact and deal
- Your ad platforms (Google Ads, Meta, ChatGPT Ads): real conversions sent back so bidding learns from customers
- Your own stack: through the API, MCP for AI assistants, webhooks, Data Studio, or a warehouse export
Who it’s for
Teams who:
- Run paid acquisition and need to know which campaigns drive revenue, not just clicks
- Use a CRM and want lead source and journey on every record
- Want ad platforms to optimise for real outcomes, such as qualified leads and closed deals
- Manage many client websites and need one place to watch them all
Next steps
Head to the install guide to put the tracking code on your site. It takes about five minutes.
Frequently asked questions
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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).
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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.
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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.
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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.
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What does it cost?
Plans start at $49 a month, sized by page views, with unlimited conversions on every plan. Every plan starts with a 7-day free trial. See Pricing and plans for details.
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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.
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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.
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Where do I start?
Sign up, follow the short setup guide to add your website and install the tracking code, then connect the tool your leads come through and your CRM or ad platform. Reports fill with real data as visitors arrive.
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