Source Medium Dashboard Feedback
Last Updated: January 9, 2026
Source: Discovery Call Transcripts (October 2025 - December 2025)
Overview
This document compiles feedback from LMNT team members regarding their usage of Source Medium dashboards, the data they’re looking for, and their satisfaction levels. Source Medium is LMNT’s current analytics vendor providing Looker dashboards primarily focused on acquisition and attribution reporting.
Feedback by Team Member
Carlos Hernandez (E-Commerce Manager)
Date: December 4, 2025
Call: E-Commerce Discovery
What He Uses Source Medium For
- Primary source for Shopify revenue data
- Attribution data for paid vs. non-paid channels
- AOV (Average Order Value) metrics
- New vs. returning customer breakdowns
Specific Data He Pulls
On AOV:
“For AOV, what I’m using is… I’m actually using Source Medium. In Source Medium under the orders deep dive report. There’s this acquisition channel report.”
On Customer Segmentation:
“The next thing is going to be new versus returning customers, which also comes from Source Medium… they have an order sequence filter. And then I filter by first and repeat.”
Satisfaction Level: Mixed (90-95% Trust)
On Initial Setup:
“That’s a good question. I would say 90, 95%… me being involved in that initial process [setting up attribution], zero. It was actually brought on… years ago, before I actually came on.”
On Data Reliability:
“Throughout the years I’ve noticed some inconsistencies… Since I shifted to this type of format for reporting, I’ve gone back and I’ve noticed a couple of issues with the way that things are being reported in there.”
On GA4 Transition Impact:
“When Google launched GA4, I think now it’s been a year and a half, two years maybe. There was a huge, huge shift in attribution for direct versus Google Ads. And they went through this period of, I guess, being more accurate with the attribution. So there was about three months of data that was what I consider completely unreliable.”
Why He Still Uses Spreadsheets
“Yes, definitely. I think that’s the goal. To be able to do that. If I can just keep it all in Source Medium. Great. However, I still like a spreadsheet. Because you can manipulate the data and if we ever have to do an analysis… you’re going to export the data regardless.”
What’s Missing / Customization Needed
On Traffic & Conversion Data:
“I don’t actually have visibility into just traffic and conversion rate. I brought this up to Source Medium, and they’re saying that’s part of, like, this custom thing… this custom plan that I was telling you about.”
On Customization Requirements:
“We’re getting to the point of just having to build the complete custom plan for us, basically.”
Jason Wu (Head of IT)
Date: December 1, 2025
Call: IT/Infrastructure Discovery
His Involvement with Source Medium
On Setup & Management:
“Source Medium… was set up by the Source Medium folks prior to myself or Steve both coming on board, and it’s been almost entirely managed by them. Including… I don’t know if we’ve even made any changes to the connectors that we have.”
Who Uses It (His Understanding)
“It would be myself, Blake from our partnerships team, and Jason, who’s our head of tech. And then we also have Landon, who is on our CX team.”
“The main ones I know that people are using, it’s going to be the Source Medium stuff… Carlos is going to be the right person to talk to when it comes to all, like, any additional kind of, like, acquisition reports.”
Satisfaction Level: Uncertain / Low Visibility
On Ownership:
“There isn’t like, a true, like, kind of like, functional owner of it right now.”
On Adoption:
“I tried asking a couple other people and it’s like… what’s up with Source Medium? People are like, oh, I don’t really know.”
Limitations He Sees
On Scope:
“The thought was, is that their [Source Medium’s] bread and butter really is about acquisition. And if we’re looking for someone that can speak more broadly to just, like, the needs of, like, all of our data, that might be a little bit more of a stretch for them.”
Shivani Amar (BizOps Manager)
Date: November 14, 2025
Call: Strategy Planning with Phil
Her Observation on Dashboard Design
“My initial take on those Looker tables… this is a lot of colors… I’m like, you know, bar charts that don’t… I’m like, this isn’t the right way I would want to see this.”
Date: December 4, 2025
Call: E-Commerce Discovery
On Understanding Source Medium’s Logic
“Like, questions I’ll have for Source Medium are going to be like, how are they calculating some of these things? Basically. Like, what is the logic under the hood?”
“I probably need to call Chase [Source Medium] again… because Carlos is taking it from Source Medium. Source Medium is either going to be straight from Shopify data or combining and doing something. So I just want to understand, like, what the logic is.”
On Strategic Ownership
“Carlos is the first one. And what I would say… when you think about strategic hat, of somebody saying, here’s what I think we really need to be watching, and here’s the questions I need to be asking… I don’t know if that totally exists [with Source Medium].”
Summary: Source Medium Dashboard Usage
| User | What They Use It For | Data They Pull | Satisfaction | Key Complaint |
|---|---|---|---|---|
| Carlos (E-Comm) | Primary revenue & attribution source | AOV, new/returning customers, channel attribution | Mixed (90-95% trust) | Can’t get traffic/conversion rate without custom plan; still exports to spreadsheets |
| Blake (Partnerships) | Acquisition reporting | Partnership attribution | Unknown | — |
| Landon (CX) | CX-specific Looker dashboard | Gorgeous/email workflow data | Unknown | — |
| Jason (IT) | Minimal - not involved in setup | N/A | Low visibility | No ownership; doesn’t know how it was configured |
| Shivani (BizOps) | Reviewing dashboards | Cross-channel metrics | Skeptical | Unclear logic; visual design not intuitive |
Key Findings
1. Carlos is the Primary Power User
Carlos pulls AOV, attribution, and customer segmentation data but still exports everything to spreadsheets for actual analysis and manipulation.
2. Trust is Conditional
Carlos estimates 90-95% accuracy but has found inconsistencies, especially after the GA4 migration which caused approximately 3 months of “completely unreliable” data.
3. No Internal Ownership
Source Medium was set up by the vendor before the current team joined, and no one fully understands the configuration or has taken ownership of maintaining/optimizing it.
4. Missing Capabilities
Traffic and conversion rate data—critical metrics for diagnosing e-commerce performance—requires a custom (paid) plan that hasn’t been purchased.
5. Low Adoption Elsewhere
Outside of Carlos and Blake, usage appears minimal. Jason and Shivani both expressed uncertainty about what Source Medium actually does or how reliable it is.
6. Spreadsheet Dependency
Despite having Source Medium, teams still rely heavily on manual spreadsheet work because:
- Data needs manipulation for analysis
- Reports need to be customized
- Trust issues with automated reports
- Missing metrics require manual pulls from other sources
Implications for Data Platform Project
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Complement, Don’t Replace (Initially): Source Medium serves a specific acquisition/attribution purpose. The new data platform should complement it initially while building broader omnichannel capabilities.
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Definition Standardization: Many metrics in Source Medium lack clear internal definitions. The new platform should establish and document metric definitions that the whole organization agrees on.
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Reduce Manual Work: The fact that Carlos still exports to spreadsheets indicates an opportunity to build more flexible, query-able data infrastructure.
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Improve Visibility: IT/Tech team should have better visibility into how data tools are configured and what data flows through them.
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Consider Long-Term Consolidation: As the data warehouse matures, evaluate whether Source Medium dashboards can be replicated internally with more customization and lower cost.
Related Documents
- Meeting Transcript: Carlos Discovery (Dec 4, 2025)
- Meeting Transcript: Jason Discovery (Dec 1, 2025)
- Meeting Transcript: Strategy Planning (Nov 14, 2025)
- Data Platform Documentation
Document Change Log
| Date | Author | Change |
|---|---|---|
| Jan 9, 2026 | Awaish Kumar | Initial creation from discovery call analysis |