# Tailor Each Channel's Message to the CRM Its Leads Use

Sources by CRM is for B2B forms that ask “Which CRM do you use?” It shows which UTM sources bring leads on which CRM, and where a channel clearly leans toward one stack. It answers “how should our messaging change by channel?”

Published Oct 19, 2026. Updated Oct 20, 2026.

## Which channels bring leads who use HubSpot or Salesforce?

It depends on whether your form asks which CRM a lead uses. If it does, Sources by CRM shows which sources bring leads on which CRM, so you can tune your messaging by channel. Type /crm to run it. To decide who to call first, use the Lead quality scorer. To compare your forms, Form performance fits better. To find where a CRM-specific page belongs, check Landing page performance.

What it is: Sources by CRM is a B2B channel report from the free UTM Grabber Reports skill for software companies, agencies and integrators that shows which sources bring leads on which CRM.

- Page: https://utmgrabber.com/mcp/reports/source-to-crm/
- Report: Sources by CRM (Leads, forms and tracking)
- Shortcut: `/crm`
- Sample data from a demo business. Sample headline: “HubSpot leads the CRM answers at 32%, most often from Google and LinkedIn.”

## What this report answers

- Which CRM do most of our leads use?
- Does LinkedIn bring more HubSpot users than Google?
- Where should we build a CRM-specific landing page?
- How many leads have no CRM yet?

Built for: B2B software companies, agencies and integrators whose buyers already run a CRM.

## What's in the report

1. A headline with the top CRM and its share, plus how many leads answered and the clearest pairing.
2. 4 numbers: the answer rate, CRMs named, the top CRM's share and leads with no CRM yet.
3. A heatmap of your top sources by CRM, plus leads with no UTM source.
4. A table per CRM with its leads, share, top source and the source it leans toward.
5. Next steps: speak the CRM in that channel's ads, build a landing page for the second pairing, give no-CRM leads their own path.

## Why You Can Trust What It Tells You

- **Finds your CRM question automatically.** The report uses any form field whose label contains crm, so you don't have to point it at the right question.
- **Patterns only with real volume.** A source counts as leaning to one CRM only with 5+ leads and an excess beyond 2 standard deviations.
- **Messy answers grouped together.** Spellings like hubspot and HubSpot are grouped, and answers like none or no show as No CRM.

## Ask your AI

- `/crm`
- “Which CRMs do our leads use, by source?”
- “Do LinkedIn leads use a different CRM than Google leads?”
- “Where should we build a HubSpot landing page?”

## What it uses

- Your UTM Grabber leads from a form that asks which CRM the lead uses.
- utm_source from the free plugin.

### Which plan do you need?

What your AI can read from UTM Grabber:

- Free plugin: Your last 30 days, with a fair-use allowance (this report)
- Starter: Your last 30 days, with first touch and more click IDs
- Starter+ or Premium: Your full history, unmetered

Compare Plans: https://utmgrabber.com/mcp/plans/

The report designs need an AI app that supports skills: Claude, Codex or Cursor. ChatGPT gives the same plain-English answers from your leads, without the report designs.

## Sample in 4 looks

- Studio (Client-facing reports): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/source-to-crm-studio.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/source-to-crm-studio.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/source-to-crm-studio.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=source-to-crm&look=studio)
- Boardroom (Presenting to leadership): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/source-to-crm-boardroom.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/source-to-crm-boardroom.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/source-to-crm-boardroom.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=source-to-crm&look=boardroom)
- Ledger (Weekly ops reviews and analysts): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/source-to-crm-ledger.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/source-to-crm-ledger.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/source-to-crm-ledger.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=source-to-crm&look=ledger)
- Classic (Printed reports and long reads): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/source-to-crm-classic.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/source-to-crm-classic.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/source-to-crm-classic.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=source-to-crm&look=classic)

## Questions

### Does it connect to my CRM?

No. It reads the answer your leads type into your form's CRM question. To join real deals and revenue from HubSpot, Salesforce or Pipedrive, connect your CRM and ask for Close rate by first touch.

### What if our form doesn't ask about CRM?

You get a one-page, honest report with the exact question to add. Under 10 answers, it asks you to make the question required.

### Why does it say no source leans hard?

Small samples look like patterns. A pairing needs 5+ leads and an excess beyond normal random swing before the report calls it one, so you don't rewrite ads on noise.

## Related reports

- [Lead quality scorer](https://utmgrabber.com/mcp/reports/lead-scorer/): Who to call first and why, so your team works the best leads first.
- [Form performance](https://utmgrabber.com/mcp/reports/form-performance/): Every form on your site, including the quiet ones, and the one to fix first.
- [Landing page performance](https://utmgrabber.com/mcp/reports/landing-page/): The pages that win and the pages that leak, with the traffic behind each.

## Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

- Last-click UTM tags: free plugin yes, UTM Grabber Premium yes
- Google Ads click ID (gclid): free plugin yes, UTM Grabber Premium yes
- First touch: free plugin no, UTM Grabber Premium yes
- Meta and Microsoft Ads click IDs (fbclid, msclkid): free plugin no, UTM Grabber Premium yes
- Traffic labels: free plugin no, UTM Grabber Premium yes
- AI assistant visits: free plugin no, UTM Grabber Premium yes
- WooCommerce orders: free plugin UTM tags saved, UTM Grabber Premium Full source on every order
- Cookie length: free plugin 30 days, UTM Grabber Premium You choose

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans: https://utmgrabber.com/mcp/plans/

## Want Us to Build This for You?

Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.

The UTM Grabber Support Package is $199/yr (regular $349, launch price, real value: $1,700). Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

- **Expert Setup:** Our resident expert team installs UTM Grabber and wires every form, with a live test.
- **Diagnostics & Fixes:** Caching, cookie and GDPR leaks found and fixed, then audited again all year.
- **Custom Reporting + MCP:** We connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- **Ongoing Support:** New funnels and forms wired all year, with priority answers.

[Get the Support Package](https://utmgrabber.com/payment/?plan_id=support_v2) · [See What's Included](https://utmgrabber.com/support/)

## Get it on your own leads

1. Connect UTM Grabber to your AI with the AI Connector (MCP). Step-by-step guide: https://utmgrabber.com/mcp/connect/ (no plugin yet? Get the free plugin: https://utmgrabber.com/?signup=1&return_url=%2Fget-started)
2. Install the free Reports skill: https://utmgrabber.com/skills/utm-grabber-reports/
3. Type `/crm`, or ask in your own words.

Book a demo: https://utmgrabber.com/book-a-demo/