Dashboard & Reports

Dashboard

The main dashboard shows your KPIs at a glance — total leads, revenue, cost, profit, and margin for any date range. Drill down by campaign, buyer, or supplier.

Today Card

The Today card sits at the top of every dashboard tab. It always shows today so far, compared with yesterday up to the same time of day, whatever date range you picked; the campaign, currency and tag filters still apply. Each number has an up or down change and the first ones have small bars, one per 3 hours of the day; point at a bar to see that block's hours and its number. The All tab shows Net profit, Leads, Calls and Appointments. The Leads tab shows Net profit, Leads, Accepted (the share of leads a Destination accepted) and Cost per lead. The Calls tab shows Net profit, Calls, Billable (the share of answered calls that were billable) and Avg talk. The Appointments tab shows Net profit, Appointments, Showed and Cost per show. Teammates who cannot see money do not see the money numbers.

On the right of the card's Today title (under it on a phone), the Issues counts show today's problems: Unsold (leads no Destination bought, not counting leads still being delivered), Errors, Returns and Dupes on the All and Leads tabs; Missed, Not billable and Errors calls on the Calls tab; No-shows and Canceled on the Appointments tab. A count only turns red, with a pill like 3× usual, when it is at least 3 and at least double its usual level for this time of day (the middle value of the same hours over the last 7 days). A pill reading usually 0 means it is normally zero by now. Click a count to open those leads, calls or appointments. To put the card on your own dashboard, add Today, Today: Leads, Today: Calls or Today: Appointments from the widget library; the Leads Overview, Call Tracking, Leads + Calls and Appointments templates start with one.

Profit & Loss Card

The Profit & Loss card at the top of every built-in tab has four numbers: Net profit, Revenue, Cost and Margin (the share of revenue you kept). Each one shows its change against the previous period of the same length (a grey dash when the previous period had nothing to compare with; point at it to see why); Margin's change is in points, so 18% to 24% reads as 6 pts. Under them, green bars show revenue going up, red bars show cost going down, and the line is net profit, so a bad week shows whether revenue fell or cost rose. Click a number to highlight its part of the chart. Profit labels show on each bar, or on a busy chart (a daily month) only on the latest, highest, lowest and loss days. When nothing has come in for a while, the line stops at the last active day and the chart says "No leads since" that date. One period is in focus on every chart of the tab: the current one (or the latest with activity, early in a new week), with the other bars faded. Click any bar to move the focus there. Point at a day, week or month to see its revenue, cost and profit; to open the leads or calls behind it, click its bar in the volume card. A week or month that your date range only partly covers is marked partial with its day count, so a short week does not read as a slump.

On the Leads, Calls and Appointments tabs the Profit & Loss card sits beside the volume card on a wide screen (on top of it on a smaller one); on the All tab it spans the page, with one volume card per kind of campaign in a row under it, each showing its count and its main rate. The Appointments tab's money is your booking campaigns' leads only, so it is also part of the Leads tab's total. The volume card is the same one a campaign's Overview has: a row of numbers, each with its change against the previous period, and clicking one switches the chart under it. Leads has Leads, Cost per lead, Acceptance and Returns; Calls has Calls, Billable %, Missed and Talk time; Appointments has Appointments, Booking rate (when a booking campaign accepts leads before they book), Cost per booking and Show rate on the Appointments tab, and Appointments and Show rate on the All tab. Every day, week or month of the range is on the chart, quiet ones included. Click a bar to see the leads, calls or appointments in it (on the Appointments tab with that period's money and costs too); that also moves the focus to its period on every chart. A change with nothing earlier to compare with shows no arrow, and a change that crosses $0 shows in dollars instead of a percent. If ad spend is not reaching your costs, a Not syncing label sits under the Cost number. On the All and Leads tabs, Profit Breakdown comes right under the Profit & Loss card (on the Leads tab, under the row it shares with the volume card), before the volume cards and the Lead auction funnel. On the Appointments tab, Appointments by Destination comes first, then Profit Breakdown. Profit Breakdown splits the Profit & Loss total by campaign, source or destination (and by type on the All tab: leads, calls and appointments), biggest profit first, with each row's volume, revenue, cost, profit and margin, and a bar behind its name for its share of the profit. The rows add up to the Profit & Loss total; money that belongs to no single row (for example ad spend with no lead to attach it to) shows as a "Not tied to" row. Click a name to open that campaign, source or destination. With the Not Sold dashboard widget Labs beta on, the All and Leads tabs also show Not Sold under the volume cards: the leads no Destination kept, why, what they cost, and a link to fix each reason. On the All tab, the Financial Performance Report shows booked appointments in their own Booked column, next to Accepted Leads, so each lead counts once. On a phone a dropdown picks the dashboard, and the volume cards share one card with a Leads / Calls / Appts switch, and the financial tables become lists you tap to open. Teammates whose role hides financials see the volume cards without the Profit & Loss card or any costs.

Lead Auction Funnel (Ping Post)

The Lead auction funnel is a Labs beta: turn on Lead auction funnel in Settings → Labs. Then, if you run a live ping post campaign, the All and Leads tabs show it under Profit Breakdown. A ping is a Source asking if you want a lead before it sends the lead. The funnel has seven columns: Pings in (every ping from your Sources), Passed checks (pings that passed your campaign rules and had a Destination to ask), Bids received (pings where a Destination bid, plus pings answered without an auction, such as a fixed price), Accepted ping (you said yes to the Source), Lead posted (the Source then sent the full lead), Sold (a Destination accepted it) and Returned (sold leads sent back later, in red). Each column shows its count, its change against the previous period, and under it the share that made it from the column before; the biggest drop is in red. Point at a column to see the previous period's count and why pings were lost at that step, such as failed campaign rules, duplicate, no bid or timed out. Click a column to open the By destination table, which shows how each Destination bid, won and sold. Win % at the top right is Lead posted divided by Accepted ping: how often the Source sent the lead after you said yes.

Under the funnel, Bid performance compares your campaigns, Sources and Destinations (tabs: By campaign, By source, By destination), biggest revenue first, and any column can be sorted. A number turns red when Bid % is under 20%, Win % is under 30%, Rejected on post is 15% or more of what was posted, or the average response takes 2.5 seconds or more. Each Destination is counted on its own, so Destination rows do not add up to the funnel. Teammates whose role hides financials see the funnel without revenue or bid prices. The funnel keeps 13 months of history. To put it on your own dashboard, add Lead Auction Funnel from the widget library (Leads group); without a live ping post campaign it shows a one-line note instead of numbers.

Dashboard Tabs

Tabs across the top of the Dashboard switch between views. Leads, Calls and Appointments each show one kind of campaign, and a tab only appears when you run that kind of campaign. All appears when you run more than one kind and shows them together. These built-in tabs are our standard design and can't be edited. The Filters button holds the campaign (not on All, which covers every campaign) and daily, weekly or monthly grouping. If your campaigns use more than one currency, a currency switch sits next to the date range, and every number shows in the currency it names. The date range stays the same when you switch tabs, and the address bar keeps the open tab (for example /dashboard?view=calls), so you can bookmark or share it.

Build Your Own Dashboard (Labs)

You can add your own dashboards. They are listed in the Custom menu after the built-in tabs. Pick Custom, then New dashboard to start one from a template, or click Edit on a built-in tab (or Edit layout in its ... menu) to edit a copy of it under Custom (it starts with similar charts, not an exact copy: the Profit & Loss card isn't available there yet). On your own dashboard, click Edit, then Add widgets to open the widget library. Drag a widget to move it, drag its corner to resize it, and press Save layout when you are done. Your dashboards are shared with your whole team.

Open a dashboard's menu (the ... next to its name, on the open tab or on its row in the Custom menu) to edit its layout, rename, duplicate or delete it, move it up or down, or pick Open by default so the Dashboard opens on it. Until someone picks a custom dashboard that way, the Dashboard opens on the built-in tabs (All, or Leads, Calls or Appointments).

A group only shows the widgets your account can use: Calls widgets need pay-per-call, Appointments widgets need Appointments, and Funnels widgets need the funnel builder. Team members with Hide financial data on do not see widgets that show money.

Add the Same Widget More Than Once

Every widget in the General and Reports groups, every ready-made tile and list (like Connect Rate, Top Sources or Upcoming Appointments), and Call Status, Calls by Hour, Recent Calls and Funnel Performance can be added as many times as you like, each with its own settings. For example, add two Stat Tiles that show Total Calls, one for each campaign. These widgets also have Duplicate in their menu. The built-in tiles, charts and tables (like Leads (Accepted) or Profit & Loss) go on a dashboard once each. A dashboard holds up to 40 widgets.

Widget Settings

In edit mode, open a widget's menu and pick Edit. What you can change depends on the widget:

• Title: rename any widget.
• Metric: which number a Stat Tile or KPI tile shows, and what a Top List ranks by (volume, accepted, revenue, profit or cost).
• Campaign: follow the dashboard's campaign, or pin the widget to one campaign or to all campaigns.
• Dates: follow the dashboard's date range, or pin the widget to its own range. Stat Tiles and KPI tiles can also compare against the period before, a custom range, or nothing.
• Interval: daily, weekly or monthly, for the over-time charts.
• Columns, sort and rows: for tables like Recent Calls, Funnel Performance and the financial tables, and how many rows a Top List shows (5, 10 or 25).

Reports Center

The Reports page offers detailed analytics with breakdowns by campaign, buyer, supplier, status, and state. Filter by date range and export data as needed.

Scheduled P&L Reports

Set up daily email reports that summarize yesterday's performance — revenue, cost, profit, margin, and lead counts by campaign. Configure in Settings → Reports.

Cost Tracking

All cost calculations use cost_entries as the single source of truth. This includes fixed supplier costs and variable Meta ad spend. Lead-level costs are recalculated whenever cost entries change.