Custom Report Source Report

✅ SUMMARY:
This video walks through how to create a Custom Source Report in PhoneBurner to analyze lead performance by source—not just how many leads were added, but how effective those leads are across the sales cycle. While the standard Leads by Source report shows how many leads were received from each source, the custom Source Summary Report goes deeper—tracking calls made, conversations held, appointments booked, and other disposition outcomes like "Not Interested," "Do Not Call," or "Bad Number." Admins can also calculate connect rates and see how many leads from each source resulted in closed/won deals. This empowers teams to evaluate lead vendor quality, optimize ad spend, and make smarter sourcing decisions. The report supports custom date ranges, field selection, and optional email delivery (daily, weekly, or monthly).

🏷️ TAGS:
lead source tracking, source performance, custom reporting, lead quality, connect rate, PhoneBurner reports, appointment tracking, lead vendor analysis, sales funnel reporting, closed-won analysis, CRM analytics

🧼 CLEANED-UP TRANSCRIPT:
Are you getting contacts from multiple sources and calling them through PhoneBurner? If so, it’s important to make sure you’re applying a source—whether during import, API integration, or automation tools like Zapier. This allows you to analyze the performance of leads from each source.

✅ Tip: If you’re buying leads from a vendor and they’re posting directly into your account, they’re likely already tagged with a source. But if you're importing manually or using Zapier/API, make sure a Source ID is applied to each record.

What We'll Cover: Custom Source Reporting

Today we’re going beyond the standard Leads by Source report (which shows how many leads were created by source). That’s helpful—but it doesn’t tell you how good those leads are.

This training will show you how to create a Custom Source Report using the Source Summary report type. This lets you dig into:

• Calls made per source
• Conversations held
• Disposition results (appointments, not interested, follow-ups, etc.)
• Connection rate
• Even how many leads from each source resulted in Closed/Won

Step 1: Create a New Source Summary Report

Click Add Report in the upper-right corner.

• Name: New Source Report

• Report Type: Change from Member Detail to Source Summary

  You’ll notice some options (like call graphs) are disabled in this report type

• Default Date Range: I’ll choose Last 365 Days (since this is demo data), but you can choose:
  • Today
  • Yesterday
  • Last Week
  • Last 30, 60, 90 Days
  • Month-to-Date
  • Year-to-Date

Click Save to continue.

Step 2: Add Fields to the Report

Click on Fields on the left-hand menu.
Now we choose what metrics we want to track per source.

Recommended Fields:

• Total Calls (Sum/Total)
• Total Talks (Sum/Total)
• % Connected Calls (Calculation)
• Appointment Booked (Disposition)
• Not Interested (Disposition)
• Follow-Up (Disposition)
• Do Not Call (Disposition)
• Bad Number (Disposition)
• Closed/Won Folder (Folder)

Each of these helps you evaluate how leads from different sources perform, not just how many you receive.

You can reorder fields by dragging and dropping them once they’ve been added.

Step 3: Seats & Email Delivery

Seats:

Since this is a Source Summary, user-level selection usually isn’t needed. The report tracks activity across the team, not per individual.

Email Delivery (Optional):

Set up automated delivery of the report:

• Daily: Shows yesterday’s data
• Weekly: Choose a day to receive 7-day data
• Monthly: Choose a day to receive 30-day data

You can add multiple deliveries (e.g., weekly every Monday and Friday). You’ll receive the report by default, and you can add others as needed.

Step 4: View the Report

Go to your Reports tab and select your newly created Source Report under Custom Reports.

The report will load using your default date range (e.g., last 365 days), and you’ll now see:

• A list of all sources
• Total calls and conversations per source
• Key dispositions like appointments booked, not interested, and bad numbers
• Your connection percentage (e.g., 95% vs. 33%)
• How many leads from each source landed in the Closed/Won folder

Real-World Use Cases

Let’s say:

• Vendor A produced 96 conversations and 61 appointments
• Vendor B produced 84 conversations and only 36 appointments

Even with similar volume, Vendor A is delivering better quality. Now, layer in connection rate and closed/won outcomes, and you can make data-driven decisions about where to invest.

💡 Pro Tip: High connection rate alone doesn’t mean a good vendor. If everyone connected is “Not Interested” or “Do Not Call,” it's likely poor quality despite high answer rates.

Final Tip

Make sure every lead that enters your PhoneBurner system—whether through import, API, Zapier, or vendor—has a source applied. This enables the insights we just covered.

That’s it for this training on Custom Source Reporting in PhoneBurner.
Use it to optimize your lead spend, evaluate vendor performance, and close more deals with smarter data.

Thanks again, and happy dialing!