ghl-reporting-analytics

name	GHL Reporting & Analytics
description	Guide for GoHighLevel dashboards and analytics — dashboard widgets, custom reports, attribution tracking, call tracking, ad reporting, conversion analytics, and KPI scorecards.

GHL Reporting & Analytics

Overview

GoHighLevel provides built-in reporting and analytics across CRM, marketing, sales, and communication activities. Use these tools to track performance, identify bottlenecks, and make data-driven decisions.

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Dashboard Overview

Default Dashboard Widgets

Widget	Metrics Tracked
Opportunities	Deal count, value, stage distribution, win rate
Pipeline Value	Total pipeline value, month-over-month change
Appointments	Booked, confirmed, showed, no-show, cancelled
Conversations	Message volume, response time, unread count
Tasks	Open, completed, overdue tasks
Contact Growth	New contacts over time, source breakdown
Revenue	Invoices, payments, subscriptions

Custom Dashboard Setup

1. Navigate to Dashboard in your sub-account
2. Click Customize to add/remove/rearrange widgets
3. Available widget types:
   • Contact stats (new, total, by source)
   • Opportunity stats (by pipeline, stage, value)
   • Appointment stats (by calendar, status)
   • Conversation metrics
   • Custom field aggregations
   • Revenue tracking

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Key Reports

Contact Reports

Report	What It Shows
Source Report	Where contacts came from (Facebook, Google, referral, etc.)
Tag Distribution	Contact count by tag
Growth Over Time	New contacts per day/week/month
DND Report	Contacts with Do Not Disturb enabled
Custom Field Report	Breakdown by any custom field value

Pipeline & Sales Reports

Report	What It Shows
Pipeline Overview	Opportunities per stage, values, conversion rates
Velocity Report	Average time in each pipeline stage
Win/Loss Analysis	Won vs. lost deals, reasons for loss
Sales Rep Performance	Deals per rep, value per rep, close rate
Revenue Forecast	Projected revenue based on pipeline
Opportunity Source	Which lead sources produce the most deals

Communication Reports

Report	What It Shows
Email Performance	Open rate, click rate, bounce rate, unsubscribe rate
SMS Performance	Delivery rate, response rate, opt-out rate
Response Time	Average time to first response
Conversation Volume	Messages sent/received over time
Channel Breakdown	Volume by channel (email, SMS, call, chat)

Appointment Reports

Report	What It Shows
Booking Rate	Appointments booked vs. page views
Show Rate	Appointments showed vs. booked
No-Show Rate	Percentage of no-shows
Calendar Utilization	Booked vs. available slots
Rep Distribution	Appointments per team member

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Attribution Tracking

UTM Parameters

Track the source of every lead using UTM parameters in your marketing URLs:

https://yourfunnel.com/opt-in
  ?utm_source=facebook
  &utm_medium=paid
  &utm_campaign=spring_promo
  &utm_content=video_ad_v2
  &utm_term=dental_implants

GHL Attribution Fields

Field	Description
utm_source	Traffic source (facebook, google, email)
utm_medium	Marketing medium (paid, organic, cpc)
utm_campaign	Campaign name
utm_content	Ad/content variation
utm_term	Keyword (for paid search)
source	GHL-specific source field
referrer	URL the contact came from

Attribution Best Practices

1. Use UTMs on every link — Marketing emails, ads, social posts
2. Be consistent — Use lowercase, hyphens, and standard naming
3. Map to custom fields — Store UTM data in dedicated contact fields
4. Report by source — Identify which channels drive the most revenue
5. Calculate ROI — Compare ad spend against attributed revenue

UTM Naming Convention

Source:    facebook, google, tiktok, email, organic
Medium:   paid, cpc, social, email, referral
Campaign: [year]-[month]-[name] (e.g., 2025-02-spring-promo)
Content:  [ad-type]-[variation] (e.g., video-ad-v2)

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Call Tracking

Setup

1. Purchase tracking phone numbers (LC Phone)
2. Assign numbers to specific campaigns or channels
3. Forward calls to your main business line
4. GHL records call source, duration, and outcome

Call Metrics

Metric	Description
Call Volume	Total inbound/outbound calls
Call Duration	Average call length
Missed Calls	Calls not answered
First-Time Callers	New callers vs. returning
Source Tracking	Which campaign/channel generated the call
Call Outcome	Booked, not interested, follow-up needed

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Ad Reporting

Connected Ad Platforms

• Facebook / Instagram Ads
• Google Ads
• TikTok Ads

Ad Metrics Available in GHL

Metric	Description
Impressions	Times the ad was shown
Clicks	Clicks on the ad
CTR	Click-through rate
CPC	Cost per click
Leads	Form submissions / conversions
CPL	Cost per lead
ROAS	Return on ad spend

Integration Setup

1. Go to Settings → Integrations
2. Connect your Facebook, Google, or TikTok ad accounts
3. View ad performance alongside CRM data
4. Map ad leads to pipeline opportunities for full-funnel tracking

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KPI Scorecard

Essential Metrics to Track

Category	KPI	Target
Lead Gen	New leads per week	Industry-specific
Lead Gen	Cost per lead (CPL)	Decreasing trend
Speed	First response time	< 5 minutes
Sales	Lead-to-appointment rate	> 20%
Sales	Appointment show rate	> 80%
Sales	Close rate	> 20%
Revenue	Average deal value	Increasing trend
Revenue	Monthly recurring revenue	Growing
Retention	Client churn rate	< 5% monthly
Reputation	Average review rating	≥ 4.5 stars
Reputation	Reviews per month	> 10
Email	Open rate	> 25%
SMS	Response rate	> 15%

Building a Weekly Scorecard

Create a simple reporting workflow:

Trigger: Recurring schedule (every Monday)
→ Action: Compile key metrics
→ Action: Send internal email to team
   Subject: "Weekly Performance Scorecard — Week of {{date}}"
   Body:
   - New Leads: [count]
   - Appointments Booked: [count]
   - Show Rate: [%]
   - Deals Closed: [count]
   - Revenue: [$]
   - Reviews Received: [count]

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Reporting for Agency Clients

Client-Facing Reports

1. What to include:

   • Lead volume and sources
   • Appointment metrics
   • Pipeline progress
   • Communication stats
   • ROI calculations

2. What NOT to include:

   • Internal team performance breakdowns
   • Cost data (unless agreed upon)
   • Technical metrics they won't understand

3. Delivery format:

   • Weekly summary email (automated)
   • Monthly PDF report
   • Live dashboard access (via white-labeled GHL)

Report Automation

Use GHL workflows to automate report generation and delivery:

• Schedule weekly email summaries
• Track and send key metric updates automatically
• Alert clients when milestones are hit (e.g., "50 leads this month!")

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Key Resources

• Dashboard: Main dashboard in sub-account
• Reporting: Reporting tab for detailed analytics
• Ad Manager: Settings → Integrations → Ad accounts
• Help Docs: GoHighLevel Reporting Guide