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Every lead in your CRM carries where it came from when Hiveku can tell: a Google search, a link on another site, one of your emails, an ad. The Where your customers come from report adds them up by channel, next to what you spent and what those leads went on to buy. This guide reads Northwind’s leads from October 1 to 18.

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Open the report

Click Marketing in the left rail, then ROI Reports. Overview opens on this month.

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Pick the dates

Click a period such as This month or Last 30 days, or Custom and type the first and last day. The whole page follows the dates you pick.
The date buttons with Custom chosen and outlined, the dates 10/01/2026 to 10/18/2026, outlined, and under Where your customers come from, Credit: Split evenly (your setting), outlined, with Report settings

October 1 to 18, with each lead's credit split evenly

Credit decides which channel gets a lead that arrived through several. Split evenly shares it between all of them. First touch gives it to the first one, Last touch to the last, and First and last weighted gives the first and last the bigger shares.

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Read the summary

The summary says how many leads you got, what you put into marketing, what each lead cost and what the leads brought in.
Your marketing, Oct 1 to Oct 18, 2026: You got 29 leads. You put in $0.00, no ad spend or marketing bills in this period; You got 29 leads; Each lead cost, none; Sales opportunity Not set, Add what a typical job is worth; and What we can't see yet: 3 leads with no known source

Northwind's leads for October 1 to 18

  • You put in counts your ad spend and the marketing bills you record. Northwind spent nothing in this stretch, so there is no cost per lead.
  • Sales opportunity: click Add what a typical job is worth to see what the leads could be worth.
  • What we can’t see yet counts leads whose form or record carried no visit, so no channel can take credit for them. Make sure your site’s tracking code is on every page and form.

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See each channel

Under the summary, each channel has its leads, cost per lead, the revenue from its leads and what each dollar returned.
The channel table: Paid social 2, Paid search 1; Organic search 9 and Referrals 6, both marked Works on its own and outlined; Organic social 3, Direct 2, AI Referrals 1, Email marketing 3, Other campaigns 1, and Phone, offline and other 1, the rest marked Too early to tell

Where Northwind's 29 leads came from

Northwind’s search results and referrals bring in half of its leads without any spend: Works on its own. Channels with only a lead or two read Too early to tell until there is more to go on.

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Good to know

  • The leads column adds up to your real total. A lead shared between channels is counted in parts, never twice.
  • Each campaign, email and content piece is listed under Campaign detail, further down the same page.
  • Tag your links so ads and emails get their credit: see See Which Ad or Email Brought Each Lead.
  • Report settings holds your goals, what an average job is worth, which forms count as sales enquiries (untick newsletter sign-ups), and your other marketing costs. Your marketing agents use the same settings when they report on results.