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.

Contacts are GHL contacts created in the window from any source. Form metrics remain stored but are not shown here until tracking is validated.

User → Contact shows how efficiently unique visitors become CRM contacts. Form conversion is not shown until form tracking is validated.

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. Duplicate deal panels are omitted so the same opportunity payload is not counted twice visually.

Per-owner breakout for the end-of-month SDR assessment. Booked counts Regulated Ads calendar appointments (start date in the window) attributed to the SDR via appointment → contact → opportunity assigned to. Showed / No-show / Cancelled use the GHL appointment status saved on each record — status is not yet updated after meetings, so Showed stays 0 until the Phase-3 status-update automation. SQLs Created = Sales Outreach opportunities created in the window by owner. MQL→SQL = MQL opportunities that entered Sales Outreach in the window. Won / Lost / Revenue = closed opportunities created in the window by owner. Unassigned opportunities roll into an explicit Unassigned row; owner-coverage % is surfaced in Source Health.

Breakout of MQLs Entered (Warm Qualified stage entries in the window) and SQLs Created (Sales Outreach opportunities created in the window) by the originating lead source. Each MQL/SQL opportunity is joined to its contact; the lead source is resolved from the contact's first UTM source/medium/campaign, falling back to the traffic-to-lead bridge attribution, then to the GHL contact source field. Coverage is bounded by the leads snapshot — rows without a resolvable source are grouped under Unknown / Unattributed, and the coverage note shows how many MQLs/SQLs were attributed in the window.

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.

Post Placements counts each platform/account destination in GHL Social Planner. One composed post published to Instagram and three LinkedIn accounts therefore counts as four placements. Likes, comments, and shares are the latest post-ledger values. Reach, impressions, and saves show N/A until authenticated account statistics are available.

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.