# Salesforce Lead Conversion Report: Rate by Source and Owner

- URL: https://betteranalyst.com/data-connectors/salesforce/lead-conversion-report
- Published: 2026-11-11
- Updated: 2026-11-11
- Author: David Bressler, Founder (https://betteranalyst.com/authors/david-bressler)

> **Summary:** A Salesforce lead conversion report shows how many leads became contacts and opportunities, by source, owner or month, and how long that took. Following converted leads through to their opportunities adds the revenue. Connect an org to Better Analyst, select Lead and Opportunity, and ask in plain English.

Data source: [Salesforce](https://betteranalyst.com/data-connectors/salesforce)

Build a Salesforce lead conversion report: conversion rate and time to convert by lead source and owner, and the won revenue behind converted leads.

## Who this report is for

Marketing and sales operations teams who need to show which lead sources turn into real opportunities, and who want to spot where leads stall before anyone reaches out to them.

## What the report includes

*Metrics and dimensions in this report*

| Metric | Source field | Why it matters |
| --- | --- | --- |
| Lead source | Lead.LeadSource | The main way to compare channels on the quality of the leads they send. |
| Status | Lead.Status | Shows where unconverted leads are stuck, such as open or working. |
| Is converted | Lead.IsConverted | The flag behind the conversion rate. |
| Created date | Lead.CreatedDate | Sets the cohort, so recent leads aren't judged as if they've had as long to convert. |
| Converted date | Lead.ConvertedDate | With created date, gives the time to convert. |
| Owner | Lead.Owner.Name | Shows how conversion and follow-up differ by rep or queue. |
| Converted opportunity | Lead.ConvertedOpportunityId | Links a lead to the opportunity it created, so revenue can follow it. |
| Opportunity amount | Opportunity.Amount | Adds the money, once converted leads are joined to their opportunities. |

## How to build it in Better Analyst from Salesforce

1. From Connectors, open Salesforce, choose where you sign in and select Continue with Salesforce.
2. Add Lead and Opportunity to the object selection. Both are suggested by default when your org has them.
3. Save the connector and attach it to a new chat.
4. Ask for conversion rate by lead source for leads created in a specific period, such as last quarter.
5. Ask to follow converted leads to their opportunities and add won revenue by source.

## Questions to ask

- “What is the lead conversion rate by source for leads created last quarter?”
- “How many days does it take leads to convert, by owner?”
- “Which lead sources produced the most closed-won revenue from converted leads this year?”
- “How many open leads have had no change in status for 30 days, by owner?”
- “Export every lead created last month with source, status and owner.”

## Sample output

Sample data for illustration, not real account data.

*Sample data: lead conversion by source for one quarter (illustrative, not a real org)*

| Lead source | Leads | Converted | Conversion rate | Avg days to convert | Won revenue |
| --- | --- | --- | --- | --- | --- |
| Web | 2,140 | 171 | 8.0% | 12 | $214,000 |
| Partner Referral | 260 | 83 | 31.9% | 6 | $318,000 |
| Webinar | 780 | 47 | 6.0% | 21 | $58,000 |
| Purchased List | 1,500 | 15 | 1.0% | 34 | $9,000 |

## Charts to use

- **Conversion rate by lead source** (Horizontal bar chart): Which sources send leads that turn into opportunities, sorted from highest to lowest.
- **Leads created and converted by month** (Grouped column chart): Whether conversions keep up as lead volume changes.
- **Won revenue by lead source** (Bar chart): Whether a low-volume source pays off once the revenue is counted.

## Keep it up to date

Create an alert to watch the weekly conversion rate, or schedule a task that sends each rep's stale lead list. Data Flows can deliver the full lead table to Google Sheets or a database on a schedule.

## Further reading

- [Salesforce connector](https://betteranalyst.com/data-connectors/salesforce)
- [Salesforce connector setup docs](https://betteranalyst.com/docs/connectors/salesforce)
- [Conversion rate formula](https://betteranalyst.com/metrics/conversion-rate)
- [Alerts](https://betteranalyst.com/product/alerts)
- [Scheduled tasks](https://betteranalyst.com/product/scheduled-tasks)

[Try Better Analyst free](https://betteranalyst.com/signup)

## Frequently asked questions

### Why do recent leads show a lower conversion rate?

They haven't had as long to convert. Compare cohorts of the same age, or use leads created at least as long ago as your typical time to convert.

### Is a converted lead the same as a sale?

No. Converting creates a contact and account, and usually an opportunity, depending on how your team works. Follow the converted opportunity to see whether it was won, because a source can convert well and still close poorly.

### Does this work if we don't use leads?

Not directly. Teams that create contacts and opportunities without using the Lead object can ask about opportunities by lead source, or by campaign if Campaign is among the selected objects.

### What if our lead source field is messy?

Group the values in your question, such as treating Web and Website as one source. To keep the mapping consistent, save it as part of your data context so later questions use the same grouping.

## Related reports

- [Salesforce Pipeline Report: Open Deals and Slipped Dates](https://betteranalyst.com/data-connectors/salesforce/pipeline-report)
- [Salesforce Sales Report: Closed Revenue, Win Rate and Reps](https://betteranalyst.com/data-connectors/salesforce/sales-report)
- [HubSpot Marketing Report: Leads by Source and Lifecycle](https://betteranalyst.com/data-connectors/hubspot/marketing-report)