See where enquiries come from and where they go.
Reporting dashboards bring your enquiry sources, campaign performance, lead qualification, pipeline progress, appointment bookings and sales outcomes together — from reliable records, with agreed reporting periods and practical improvement reviews. Built around your existing setup, with a practical starting point rather than a fixed package.
Numbers that trace back to real records.
A reporting setup shows where enquiries come from, how they move through your pipeline and what's been booked or won — each measure defined against a real source, with the right filters and deduplication so the same enquiry isn't counted twice. We keep first-touch and latest-touch attribution distinct, and separate activity in a period from conversion rates for a defined cohort. The recommended scope depends on your business; we suggest a practical starting point rather than requiring everything at once.
Enquiry sources and campaign performance
See where enquiries come from — which campaigns, pages and channels are bringing in people who get in touch — with first-touch and latest-touch attribution kept distinct so you can tell the first visit from the most recent one.
Lead qualification and pipeline progress
Track how enquiries move through your pipeline stages, which are qualified, and where things slow down — so you can see what's open, what needs attention and what's been followed up.
Appointment bookings and recorded outcomes
See confirmed appointments alongside recorded cancellations and no-shows — kept separate from requests and enquiries, so a booking is only counted when an appointment was actually created.
Quote and sales performance
Where reliable records exist, see issued quotes, won opportunities and verified payments as distinct outcomes — pipeline value shown separately from collected revenue, so a quote or a won opportunity is never treated as money received.
Agreed reporting periods and comparisons
Reporting runs on agreed periods, a single timezone and clear date boundaries — with comparison windows defined up front. Activity in a period is kept separate from conversion rates for a defined cohort, so the numbers describe what actually happened.
Practical improvement reviews
Reports are a starting point for review — identifying friction, agreeing the next useful improvement and checking progress against the measures you chose. We don't promise scores or rankings we haven't measured.
What you receive.
- A reporting setup organised around your enquiry sources, pipeline, bookings and sales — not a fixed package of widgets.
- A metric dictionary that defines each measure, its source, required fields, date basis, filters and deduplication identity — so every number is traceable to a real record.
- Clear separation of accepted website submissions from verified CRM enquiries, unique contacts from enquiries and opportunities, and confirmed appointments from requests.
- Pipeline value reported separately from collected revenue, with issued quotes, won opportunities and verified payments as distinct outcomes.
- Agreed reporting periods, a single reporting timezone, clear date boundaries and comparison windows defined up front.
- Honest handling of missing, unconnected, stale or incomplete data — it never appears as a true zero, and a zero denominator produces an unavailable rate rather than a misleading percentage.
- A practical starting point based on your existing setup, goals and budget — we identify your main bottleneck first.
- Integration preparation for the sources you already use, with account-specific connections and live verification completed before anything goes live.
What we'll need from you.
- •Access to your reporting sub-account, dashboards and existing integrations.
- •Your sales pipeline, stages, owners and the records enquiries, quotes and jobs are stored in.
- •Approved communication preferences, sender details and channel permissions for any message-based reporting.
- •Agreed reporting periods, timezone and the comparison windows you want to review.
- •A review of the proposed metric dictionary and widget-to-metric mapping before anything goes live.
- •Existing attribution and field mappings preserved — no invented field IDs, widget names or API endpoints.
How a reporting project runs.
The recommended scope depends on your business — we suggest a practical starting point rather than requiring everything at once.
Discovery
We learn how your business currently records enquiries, bookings and sales, where that data lives and what you most want to see.
Agreed scope
We agree which reports to set up first — based on your existing setup, goals and budget — and a proposed timeline before any work starts.
Build
We map each metric to its real source, define the filters and deduplication identity, and prepare the dashboard layout and widget-to-metric mapping.
Review
You review the metric dictionary and widget mapping. We refine before anything goes live.
Connect & test
We connect the agreed sources and reconcile each metric against individual source records — end to end — before activation.
Improve
We review what's useful, identify friction and agree the next useful improvement to the reports.
What you receive, and what it depends on
You receive a reporting setup organised around your enquiry sources, pipeline, bookings and sales — each measure defined against a real record, with the right filters and deduplication so the same enquiry isn't counted twice. Missing data is shown as unavailable rather than as zero, pipeline value is kept separate from collected revenue, and different currencies aren't combined without an agreed conversion. The reports go live once the agreed sources are connected and each measure is reconciled against its underlying records. We recommend a practical starting point based on your existing setup, goals and budget.
Questions about reporting.
See your enquiries more clearly.
Tell us what you'd most like to see and where the data lives today. We'll discuss a practical place to start.