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.
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
- Navigate to Dashboard in your sub-account
- Click Customize to add/remove/rearrange widgets
- 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
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 |
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
- Use UTMs on every link — Marketing emails, ads, social posts
- Be consistent — Use lowercase, hyphens, and standard naming
- Map to custom fields — Store UTM data in dedicated contact fields
- Report by source — Identify which channels drive the most revenue
- 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)
Call Tracking
Setup
- Purchase tracking phone numbers (LC Phone)
- Assign numbers to specific campaigns or channels
- Forward calls to your main business line
- 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 |
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
- Go to Settings → Integrations
- Connect your Facebook, Google, or TikTok ad accounts
- View ad performance alongside CRM data
- Map ad leads to pipeline opportunities for full-funnel tracking
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]
Reporting for Agency Clients
Client-Facing Reports
- What to include:
- Lead volume and sources - Appointment metrics - Pipeline progress - Communication stats - ROI calculations
- What NOT to include:
- Internal team performance breakdowns - Cost data (unless agreed upon) - Technical metrics they won't understand
- 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!")
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
