This shows the most popular methods users are entering your website and from these sources how many people actually go through to the contact us page or purchase online. It also provides a percentage representation of hits to conversions for each source.
Lastly it compares the top ten sources between now and seven months ago, to give you an idea if your people are coming to your website directly or from the likes of google. This provides a good representation of whether or not external marketing or keyword changes have affected traffic.