New: The Lead Performance Report – comparing lead sources and campaigns

✨ We're excited to announce a new feature that finally lets you answer, based on data, which lead sources and campaigns really deliver: the Lead Performance report.

Where do the leads that end up being won actually come from? Which campaign generates volume but no closes? And where is your next marketing budget best spent? The new report analyses your generated leads by lead source or campaign – from volume and close rate to the rating given by your sales partners.

What's new?

You'll find the new report in the menu under Reports → Lead performance. It groups all leads created in the selected period either by lead source or by campaign – switchable with a single click.

Four cards at the top summarise the essentials:

• Generated leads – with a status bar showing the split into won, lost, open and not distributed.
• Ø close rate – won leads in relation to closed leads.
• Ø lead rating – the average lead rating given by your sales partners.
• Ø sales cycle – the average time until close.

Below, the table compares every source or campaign side by side: Volume, Share, Open, Closed, Won / Lost, Close rate, Ø rating and Ø sales cycle. A Total row sums everything up; leads without a maintained source or campaign are collected in the “Not specified” row – more on that below.
 

The foundation: two new field types for your lead form

To give the report something to analyse, we're introducing two new field types for your lead forms: Lead source and Campaign. Both are select fields with fixed values – keeping the data consistent so the report groups cleanly instead of stumbling over typos and spelling variants.

You add the fields to your lead form via the form editor. They are filled wherever leads are created: during manual creation, via the Public API, and through your Zapier and n8n integrations.
 

Existing leads: you don't have to start from scratch

Your existing leads naturally don't know the new fields yet. That's not a problem – the report handles it transparently: leads without a value appear collected in the “Not specified” row, and a notice above the report shows you at any time how completely your data is maintained for the selected period.

How you deal with your existing leads depends on your lead volume and your reporting ambitions – from a simple cut-off date to a complete backfill, there are several proven approaches, and they can be combined. Which one fits your data and how the implementation works technically is described in our technical migration guide – including a framework script that you can adapt to your data and run yourself. On request, we also take care of migrating your existing leads for you (subject to individual and contractual agreement) – just contact our support.

In short: you're not alone with this. Feel free to start small – even with the cut-off date strategy alone, the report delivers reliable insights about your new leads from day one.

What do you need to do?

You'll find the report in the menu under Reports → Lead performance as of now. To bring it to life, add the Lead source and Campaign fields to your lead form and maintain the values on new leads – everything else follows at your own pace, on whichever path fits your existing data.