Executive Report

Recorded visits are the visits GA4 captured in the selected window. Users are unique visitors and are the primary denominator for the funnel cards below.

Forms are tracked submissions. Contacts are GHL contacts created in the window from any source, so the counts are not 1:1.

User → Form and User → Contact show how efficiently unique visitors become form submissions or CRM contacts. Recorded-visit-based rates stay available only as secondary context.

Contacts Created in Window are new contacts created in the window. Source Coverage means usable source fields exist, Bridge Matched means the contact was linked to a GA4 recorded visit, and Sale Matched means it was linked to an opportunity.

This section shows contact-level source / medium / campaign attribution. It is the visible home for the dashboard's acquisition source view.

This table shows observed UTM traffic rows. A UTM created in GHL will only appear here once it is actually observed in traffic or matched through the bridge.

Active Opportunities Summary is the team-wide open-deal view. John's Active Deals is the same opportunity payload presented as a deal-centred view, not a separate source table.

This panel shows GHL conversation call records. It groups calls by the raw CRM status so the team can see answered, missed, and voicemail activity without guessing from SMS or Twilio data.

Active Open counts the latest opportunity snapshot whose status is still open as of the selected end date. It is not the same thing as opportunities created in the window.

Worked counts active opportunities that were updated or had a stage change inside the selected window. This is the closest dashboard proxy for deals that were definitely touched.

Stage Movers counts active opportunities that changed stage at least once inside the selected window. The stage lists below show where those open deals currently sit.

Failed counts posts whose latest status is failed or error in the selected window, including API error responses when present.

7d, 30d, and 90d are trailing complete days ending yesterday. Example: clicking 7d on a Tuesday shows the previous Tuesday through Monday.

This is the GA4 channel summary for the selected window. It is traffic volume, not contact volume.