Open the Dashboard and you see cards full of numbers. Which ones deserve your attention? Short answer: how many leads came in, where they came from, and how much money is sitting in your pipeline. This guide shows where each lives and what to do about it.

The steps

1. Set the date range first

   On the Dashboard, find the date picker near the top-right corner and set it to last 30 days. Every card updates. Comparing a random Tuesday to a whole month is how beginners scare themselves.

2. Read the lead count

   Find the card counting new leads / new contacts. This is your heartbeat number. Note it somewhere weekly — the trend matters more than any single week.

3. Open Reporting for sources

   Click Reporting in the left sidebar, then look for the attribution or sources report. It answers the money question: which channel sends you leads — Google, Facebook, referrals, your funnel page.

4. Check pipeline value

   Back on the Dashboard (or under Opportunities), find the pipeline value card — the total dollar value of open deals, per stage. If it is all piled in “New Lead”, that is not a sales problem, it is a follow-up problem.

5. Make one decision

   End every numbers check with a single action: more of what works (“referrals bring half my leads — ask for one on every job”) or a fix for a leak (“30 leads, 2 contacted — build the auto-reply workflow“).

Common questions

“How often should I look at reports?” Weekly, ten minutes, same day each week. Daily obsessing over small numbers is noise; monthly is too slow to catch a broken form.

“My source report says most leads are “direct” or blank. Why?” The system can only credit a source it can see. Leads you type in by hand have no source — pick one in the contact’s details. Ad traffic needs tracking set up to attribute properly.

“What is a good conversion rate?” Rules of thumb for local services: 1 booked appointment per 3-5 leads, 1 sale per 2-3 appointments. Below that, the fix is usually speed of follow-up, not more leads.