Track HubSpot Original Source to Closed Revenue from CSV Exports

How to export HubSpot Original Traffic Source and revenue columns

HubSpot's multi-touch Deal Create Attribution and Deal Revenue Attribution reports require Marketing Hub Enterprise (while Contact Create Attribution is included in Marketing Hub Professional and Content Hub Professional as of October 2026). However, HubSpot automatically stamps Original Traffic Source (and two drill-down properties) on every Contact and mirrors them to associated Companies and Deals across all plans.

1. In HubSpot, go to CRM > Contacts (or CRM > Deals for deal-level source analysis).
2. Click Edit columns and add Record ID, Lifecycle Stage, Original Traffic Source, Original Traffic Source Drill-Down 1, Original Traffic Source Drill-Down 2, Latest Traffic Source, Create Date, First Conversion, Number of Associated Deals, and Total Revenue.
3. Click Export > CSV and drop the file into xmetric. Joining a contacts.csv and a deals.csv export on Associated Contact IDs is coming to the xmetric app.

Three lead-source-to-revenue formulas and SQL equivalents

1. Revenue per Lead (RPL) vs. Lead-to-Customer Conversion Rate

For example (sample numbers), a paid social webinar campaign might generate 2,000 leads at a 0.2% customer conversion rate, while organic search generates 200 leads at a 6% conversion rate with 2x higher average contract value. Revenue per Lead (SUM([Total Revenue]) / COUNT([Record ID])) combines conversion rate and deal size into one number per channel.

xmetric / Tableau formula ([Revenue per Lead]):

SUM(ZN([Total Revenue])) / COUNTD([Record ID])

xmetric / Tableau formula ([Lead to Customer Rate]):

SUM(IF [Lifecycle Stage] = 'Customer' OR [Total Revenue] > 0 THEN 1 ELSE 0 END)
/ COUNTD([Record ID])

SQL equivalent:

SELECT
  "Original Traffic Source" AS source,
  "Original Traffic Source Drill-Down 1" AS campaign_or_referrer,
  COUNT(DISTINCT "Record ID") AS total_contacts,
  COUNT(DISTINCT "Record ID") FILTER (WHERE "Number of Associated Deals" > 0) AS contacts_with_deal,
  COUNT(DISTINCT "Record ID") FILTER (WHERE "Lifecycle Stage" = 'Customer' OR "Total Revenue" > 0) AS customers,
  ROUND(
    COUNT(DISTINCT "Record ID") FILTER (WHERE "Lifecycle Stage" = 'Customer' OR "Total Revenue" > 0) * 100.0
    / NULLIF(COUNT(DISTINCT "Record ID"), 0),
    2
  ) AS lead_to_customer_pct,
  SUM(COALESCE("Total Revenue", 0)) AS closed_revenue,
  ROUND(SUM(COALESCE("Total Revenue", 0)) * 1.0 / NULLIF(COUNT(DISTINCT "Record ID"), 0), 2) AS revenue_per_lead
FROM hubspot_contacts
GROUP BY 1, 2
HAVING COUNT(DISTINCT "Record ID") >= 20
ORDER BY closed_revenue DESC;

2. First-Touch (Original) vs. Last-Touch (Latest) Channel Shift (FIXED LOD)

Compare how much closed revenue a channel originates (Original Traffic Source) versus how much it closes as the final session (Latest Traffic Source).

xmetric / Tableau formula:

SUM([Total Revenue])
/ MIN({ FIXED : SUM([Total Revenue]) })

Place Original Traffic Source on Rows and Latest Traffic Source on Columns in the xmetric app (or group by both in SQL) to view a cross-tab transition matrix showing which top-of-funnel channels get closed by Direct or Branded Search later.

3. Separating Real "Offline Sources" from Automated CRM Syncs

In HubSpot, Original Traffic Source = Offline sources (alongside the Record Source property) often becomes a catch-all bucket mixing trade show CSV imports, CRM integrations, and manual creation.

xmetric / Tableau calculated dimension ([Clean Channel]):

IF [Original Traffic Source] = 'Offline Sources'
THEN 'Offline: ' + COALESCE([Original Traffic Source Drill-Down 1], 'Manual')
ELSE [Original Traffic Source]
END

Limits of HubSpot source properties vs. multi-touch attribution

• First/Last touch vs. intermediate touches: Standard HubSpot exports give you Original Traffic Source (first touch) and Latest Traffic Source (most recent touch). If a prospect read 4 blog posts, clicked a LinkedIn ad, and registered for a webinar in between, those intermediate interactions across conversion paths (scored via First Touch, Last Touch, Linear, Time Decay, or Empirical attribution models) require HubSpot's multi-touch attribution reporting.
• Contact creation date vs. deal close date lag: When evaluating recent months, filter or segment by Create Date cohort so a 60-day B2B sales cycle does not make last month's paid campaigns look like they produced zero revenue.