Which numbers matter, where to find them, and how to spot problems before they cost you money.
When you log in, the dashboard shows this week's key numbers: new leads, booked appointments, pipeline value, revenue. These are the pulse of your business. If any of them drop week over week with no explanation, investigate immediately — something upstream (ad, funnel, workflow) is usually broken.
Go to Reporting → Attribution. This shows which source (UTM, referrer, ad campaign) generated each lead, appointment, and sale. It is the only way to know which marketing is working. Without UTM parameters on your ad links, attribution is guesswork.
Sites → Your Funnel → Analytics shows visitors, conversion rate, and where people drop off. The conversion rate is the number you obsess over. Page views without conversion tracking is vanity; conversion rate with traffic source is signal.
After every send, Marketing → Emails → Campaign → Reports shows opens, clicks, unsubscribes, bounces, and individual contact-level activity. Opens above 20% and clicks above 2% are healthy. Unsubscribes above 0.5% is a warning. Bounces above 2% means your list needs hygiene.
Opportunities → Pipeline Reports shows deal flow by stage, conversion rates stage-to-stage, average cycle time, and win rate by source. This is what tells you whether your sales process is working, and where deals get stuck.
Conversations → Call Reporting shows inbound/outbound volume, answer rate, average duration, and recording links. If call volume is high but conversion is low, the problem is the conversation — review recordings and tighten scripts.
For metrics not covered in default reports, build a custom dashboard: Reporting → Dashboards → + New. Drag widgets, filter by date range, save for your team. This is how you build a weekly review rhythm that takes 15 minutes instead of 90.
New leads by source, appointment show rate, pipeline velocity (deals moving through stages), email deliverability, and revenue. Five numbers, 15 minutes, every Monday morning. Anything that moves significantly — good or bad — is a signal to investigate.
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