Microsoft AdsTeach your ads what a customer is
Trials and paying customers, with their value, go to Google, Meta, Microsoft, and ChatGPT Ads so they find more people who pay.
SaaS marketing attribution
Marketing attribution for SaaS, from first click to MRR
See which channels bring trials that convert and customers who stay. Every signup, trial, and dollar of MRR tied to the campaign that started it.
Free 7-day trial. Works with Stripe, Paddle, Polar, and more.
Used by SaaS teams from first hire to Series B
Questions you hear every month
Signups are easy to count, customers are harder to trace
Every SaaS team gets asked these. Pick one to see your answer.
Your answer
Every touch before the demo, from the first ad
- The full journey per lead
- Source written onto the deal
- First and last touch kept
Your answer
Lifetime value by the channel that found each customer
- LTV by channel and campaign
- Cohorts by month of first payment
- Renewals credited to the first touch
Your answer
Trial to paid by the campaign that brought each trial
- Trial to paid rate by channel
- Days to convert
- Any attribution model
Your answer
MRR by channel, next to what each channel cost
- New MRR and churn by channel
- First and last touch side by side
- Straight from your billing tool
The customer lifecycle
Follow every customer from the first click to payback
SourceLoop keeps the first click attached through the trial, the payment, and every renewal after it.
The signup
Rank channels by the revenue they bring
The channel with the most signups is rarely the one with the most MRR. See both side by side, by channel, campaign, or ad.
- Trials, paying customers, and MRR per channel
- First touch, last touch, or any model
Reports › Subscriptions
SubscriptionsShare
Last 12 months First touch +1 Filter
ChannelSourceCampaignAd
SignupsNew MRR
Traffic First touch ChannelSignupsTrialsPayingMRR 
Paid social1,24040224$4,104-8% 
Google brand38021466$11,812+31% 
Organic62028863$9,640+12%
Paid social1,24040224$4,104-8% Google brand38021466$11,812+31% Organic62028863$9,640+12% The trial
See which trials turn into customers
Trial to paid rate and days to convert, by the campaign that brought each trial. Stop paying for trials that never pay you.
- Conversion rate by channel, plan, and campaign
- How long each channel takes to convert
Reports › Trials
TrialsShare
Last 30 days vs previous period First touch
Trials started113+12%
Trials converted44+9%
Trial conversion38.9%-2%
Median days4.3
PlanBilling intervalChannelSourceCampaign
ChannelStartedConvertedConv. rateDays to convert Google brand281450.0%+8%3.1 Organic search411536.6%7.0 
ChatGPT Ads12541.7%+12%4.4 Paid social3226.3%-14%11.5
Google brand281450.0%+8%3.1 Organic search411536.6%7.0 ChatGPT Ads12541.7%+12%4.4 Paid social3226.3%-14%11.5 The payment
Know the moment a trial pays
A Slack or email alert for every new customer, upgrade, and failed payment, with the channel and campaign that brought them.
- New customers and upgrades as they happen
- Failed payments flagged right away
# revenue
New paying customer: Ledgerly
- Plan
- Pro, $249 a month
- First touch
- ChatGPT Ads
- Trial
- Converted on day 6
Failed payment · Northpeak, $99 a month, first touch Paid social
The same alerts can go to any inbox
The payback
Know when each channel pays you back
Revenue per customer, month by month, next to what each customer cost. The green cell is the month a channel paid for itself.
- LTV by channel, campaign, and ad
- Revenue cohorts by month of first payment
Reports › Lifetime value
Lifetime valueShare
Paying customers5,489
Lifetime value$1.03M
Average LTV$188
Repeat rate49.1%
Payback by channelCumulativePer customerPayback
ChannelCostM0M1M2M3M4M5 Google brand$210$99$162$228$291$350$402 
LinkedIn$520$120$205$288$362$440$528 Paid social$180$35$52$64$73$79$84 Organic$0$88$151$214$270$318·
Google brand$210$99$162$228$291$350$402 LinkedIn$520$120$205$288$362$440$528 Paid social$180$35$52$64$73$79$84 Organic$0$88$151$214$270$318· Act on it
Put the answer where your team works
Paying customers go back to your ads, and the source goes onto every contact and deal in your CRM.
The source on every CRM deal
HubSpot, Salesforce, and Pipedrive get the first and latest touch on every contact and deal.
AI for your growth team
Ask Claude or ChatGPT where your MRR came from
Connect SourceLoop and your assistant reads your ad accounts, trials, subscriptions, and CRM deals. Ask in plain words and get the same numbers as your reports.
- MRR, trial, and churn questions, answered in seconds
- Turn any answer into a live report
- Set up Slack and email alerts by asking
- Write deal outcomes back from the chat
Works in 
How the SourceLoop MCP works How it works
Live in an afternoon
No data team, no warehouse, no SQL.
- 01
Add the snippet
On your site, plus one line in your app when someone signs up.
- 02
Connect billing, CRM, and ads
Stripe, Paddle, Polar, Lemon Squeezy, or Dodo, plus your CRM and ad accounts.
- 03
Open the reports
Subscriptions, Trials, and Lifetime value fill in by channel.
Customer stories
SaaS teams that know which channels create pipeline
From agencies and SaaS companies to clinics and law firms, teams use SourceLoop to trace every lead and every dollar back to the campaign that earned it.
ploomly B2B SaaS
We started sending only qualified demos back to Google Ads as conversions. Within six weeks, paid search was filling our calendar with buyers who fit our ICP, and close rates followed.
- SQLs from paid search
- +38%
- Demo-to-close rate
- 2.1x
Halden & Wright Agency
We run paid media for 14 clients. Every lead now lands in their CRM with the campaign, keyword and ad behind it, so we can prove our impact with numbers clients can check for themselves.
- Lower cost per lead
- 41%
- Client accounts tracked
- 14
Cedar Row Dental Clinics
Half our new patients book by phone. Multi-touch attribution on every call showed us which ads start a booking and which ones close it, so we cut the two channels that did neither.
- Of bookings now attributed
- 63%
- Monthly spend reallocated
- $9k
Fernhill Legal Professional services
Most of our leads showed up as Direct in the CRM. SourceLoop now gives us the full journey behind every inquiry, chat and call, from the first search to the booked consultation.
- More consults per dollar
- 27%
- Lead channels in one report
- 4
FAQ
SaaS attribution FAQ
Does this work with PLG funnels (free signup → trial → paid)?
Yes. Attribution follows the customer through every state change: anonymous visit, free signup, trial start, trial conversion, paid, expansion, churn. Every step shows in your reports by the channel that started it, and trials and new subscriptions can go back to your ad platforms as conversions.
Can I attribute MRR and LTV, not just signups?
Yes. Connect Stripe, Paddle, Polar, Lemon Squeezy, or Dodo with a webhook. Subscription events (first payment, renewal, expansion, downgrade, churn) arrive with the original acquisition source attached. The Subscriptions report shows what moved MRR each month, and the Lifetime value report shows LTV and payback by channel.
How does account-level attribution work for ABM?
Attribution rolls up to the company, not just the contact. People are grouped by company from their email domain and your CRM, and once anyone at a company identifies themselves, their earlier visits join the company journey. So when one person clicks the ad and another signs, the deal still credits the ad.
How do signups in my app get tied to their first visit?
Add one line to your app that identifies the user when they sign up. SourceLoop joins it to the visits that person made before, on any device they later log in from, so the trial and every payment carry the original campaign.
We're early-stage and don't have a CRM. Will this still work?
Yes. SourceLoop's built-in Contacts Hub is a lightweight CRM that captures every signup and trial automatically. When you graduate to HubSpot or Salesforce later, attribution syncs over without losing history.
Can I send paying customers back to Google and Meta?
Yes. Conversion sync sends trials, new subscriptions, and payments, with their value, to Google Ads, Meta, and ChatGPT Ads, so bidding learns which clicks become paying customers, not just signups.
We are sales-led, not product-led. Does this still work?
Yes. The stages differ but the model does not. Instead of signup, trial, and paid, you attribute demo booked, meeting held, opportunity created, and closed won, using the lifecycle stages already in HubSpot, Salesforce, or Pipedrive. Deal value flows back to the campaign the same way subscription revenue does.
We run self-serve and sales-assisted side by side. Can we compare them?
Yes, and this is where most SaaS reporting falls apart, because the two motions usually live in separate tools. SourceLoop keeps both on one dataset, so you can see cost per customer and lifetime value for the self-serve plan and the sales-assisted plan next to each other, by campaign.
