Category: Reporting & Analytics

By Elijah LeFavour, Chief AI Officer at Spectral Vision. Published October 16, 2026.

GHL.Support is independent and not affiliated with HighLevel, Inc. If you start a HighLevel account through a link on this page we earn a commission at no extra cost to you. It never changes a number we publish. Read our full disclosure.

Your ad bill is open, but what happened after the clicks? Start with Contacts by Source for lead sources and Appointment Report for booking outcomes, adding Call Reporting for unanswered calls on Agency Pro. Below are connection steps, filters and counting rules.

I read HighLevel’s appointment report guide, its attribution guide and its custom reports guide before writing this, and they explain your booking statuses, lead sources and export limits. Review campaign tracking, appointment scheduling and pipeline management separately. Find your next account guide in the GHL.Support tutorial library.

Which GoHighLevel reporting views should you read weekly?

Start your weekly review with ad spend and lead sources. Follow with call statuses, booking statuses and won opportunities. Choose the view below.

Your weekly question	View and number to read
What did advertising cost?	Google Ads or Meta Ads dashboard widgets: spending, clicks and conversions.
Where did contacts come from?	Contacts by Source: recorded latest attribution, with the exclusions explained below.
Which calls went unanswered?	Reporting → Call Reporting (Agency Pro): incoming-call statuses and phone-number filters.
What happened to bookings?	Reporting → Appointment Report: booking statuses, cancellations and reschedules.
What did the team win?	Reporting → Agent Reporting (Agency Pro): opportunities, conversions and the won-opportunity leaderboard.

HighLevel’s Appointment Report guide, updated April 29, 2025, separates statuses, sources, channels, calendars and users. Top calendars rank by booking count. Compare your cancellations and reschedules too.

HighLevel’s Call Reporting guide, updated June 26, 2024, covers your incoming/outgoing calls by phone number. First-Time Calls shows incoming-call statuses and average and total duration. Top Call Sources shows total calls, deals won and duration. The historical table lists incoming/outgoing calls, and you choose CSV export columns. Its Agent Reporting guide, updated March 29, 2024, covers staff opportunities, SMS, email and call metrics.

How do you set up GoHighLevel reporting for ads?

Connect your ad account first. HighLevel’s Google Ads widgets guide, updated July 14, 2026, documents spending, clicks, impressions and conversions. Check widget accounts.

1. Confirm you have permission to view or edit dashboards and create or schedule reports.
2. Open sub-account → Settings → Integrations → Google Ads. Connect a Google user with administrator or Google Ads manager access. Verify the correct Manager account (MCC) and client Ad account IDs.
3. In Google Ads, open Account Settings → Tracking → Tracking template. Paste HighLevel’s template from its Google ad setup guide, updated September 30, 2022. Run a test and fix active-campaign errors.
4. Add the Google ad setup guide’s Step 4 precautionary script as a backup when the UTM template misses attribution.
5. Open Dashboards → your dashboard → Edit dashboard → + Add widget.
6. Select Google Ads → Total cost, Total conversions or CPC (cost per click).
7. Check Integration → Email, Manager account (MCC) and Ad account, then Save changes.

Facebook Ads reporting needs your connection under Settings → Integrations → Facebook (LeadConnector). HighLevel’s Meta Ad Widgets guide, updated January 15, 2026, requires Business Manager, ad-account and page permissions. Each sub-account needs its own connection.

1. For landing-page traffic, set up Facebook Pixel and Facebook Conversion API in Workflows per the Facebook ad setup guide.
2. Confirm you have permission to manage Ad Manager connections, edit dashboards and create or schedule reports.
3. In Ads Manager, select your campaign, then Manage ads → Ads → Edit → Tracking → Build a URL parameter, per the Facebook ad setup guide, updated November 7, 2022.
4. Use unique campaign, ad-set and ad names. Keep names unchanged. If renaming, create a new campaign, ad-set or ad, otherwise CRM attribution retains the original campaign. Exclude special characters and emoji from tracked parameters.
5. Set Campaign Source to fb_ad, Campaign Medium to {{adset.name}}, Campaign Name to {{campaign.name}} and Campaign Content to {{ad.name}}. Click Add Parameter, set campaign_id to {{campaign.id}}, then Apply. Ad previews omit these parameters.
6. Open Dashboard, select your dashboard, then Edit Dashboard → Add Widget.
7. Choose a chart type and Meta Ads metric.
8. Set campaign and date filters, then Save.

For empty Google widgets, check connection, dates and Conditions. If Reporting shows spending, check your widget’s Integration account. For blank Meta widgets, check account selection, LeadConnector permissions, campaign filters and dates.

How does attribution show where your leads came from?

First Attribution records your contact’s initial interaction. Latest Attribution changes after another recorded interaction. HighLevel’s attribution guide, updated August 26, 2026, explains that distinction for your attribution report.

1. Open Contacts → your contact.
2. Open Activity → bottom-right attribution.
3. Compare First Attribution and Latest Attribution.

Your Contacts by Source and Contacts by Medium widgets filter by Latest Attribution. HighLevel’s Contacts Widgets guide, updated June 18, 2026, excludes contacts without attribution. These lead generation totals exclude unattributed contacts.

Your native forms, surveys, calendars, chat widgets and order forms record attribution after supported submissions. Paid-source templates require matching, case-sensitive UTM parameters. Follow these attribution rules:

1. Use utm_source=adwords for Google and utm_source=fb_ad for Facebook.
2. Keep form submissions on the ad’s final URL, without redirecting visitors elsewhere.
3. Keep HighLevel’s templates intact without custom UTM additions.

For your website, HighLevel’s External Tracking guide, updated August 26, 2026, requires the account’s tracking script. Fields must be readable HTML. External Tracking does not support iframes or third-party widgets that hide their inputs.

1. Have your website editor verify a valid HTML form, named inputs and visible DOM fields.
2. Include email for contact creation or matching.
3. Open Settings → External Tracking → Copy Script. Keep the account’s tracking ID unchanged.
4. Install the script before the closing body tag on every page.
5. Submit a test form, then open Sites → Forms → Submissions → External Forms.
6. Check contact records and activity details for captured fields and unmapped data.

Why do report totals disagree?

Compare your date range, phone-number or staff filter, and each metric’s definition. HighLevel’s Reporting FAQs document, updated March 8, 2024, says Call Reporting follows phone numbers while Agent Reporting follows staff members. Location dashboard revenue sums won-opportunity monetary values, not payments received. Facebook Ad Reporting revenue comes from Opportunity data, not Facebook’s platform, and requires two workflows to integrate conversion data.

Your Google Ads call count does not feed Call Reporting. Website call tracking requires a number pool and script. The number-pool guide, updated September 1, 2026, requires at least 4 numbers and bills each at your account’s standard number rate.

1. Open Settings → Phone Numbers → + Add Number → Add Number Pool → Visitors Activity. Select All visitors, then Next: Create Pool.
2. Name and size the pool. Set an external forwarding number and the website number to swap. Acknowledge the number purchase, then Next: Choose Numbers.
3. Select tracking numbers → Next: Number Features. Review whisper-message and recording options, then Activate Number.
4. Open the pool’s three-dot menu → Number Pool Info. Copy Normal Snippet Code.
5. Open Sites → Funnels or Websites, select your site → Settings. Paste the snippet at the bottom of Body Tracking code, then Save.
6. Test number swapping in an incognito browser. For PPC search, use an actual Google ad. For All Except Direct, follow a link from another webpage.
7. Verify attribution: Reporting → Call Report → Keyword column and source attribution. Scroll right → arrow-down button for the visited link.

Your General Widgets have independent dates. The General Widgets guide, updated October 6, 2026, documents comparisons with Last period or Last year. Read each widget’s displayed date property and range.

1. Open Dashboard → Edit dashboard.
2. Hover over your widget → three-dot menu → Edit.
3. Open Configure → Advanced settings. Inspect Date property, Date range override and Comparison date range.
4. Set the comparison period, then Save.

Dashboard Quick Filters do not affect your General Widgets in that release. Where available, Conditions saves filters determining which records a General Widget counts. Compare each widget’s saved Conditions, Date property and Date range override.

How do you export or automatically email reports?

Build, download or schedule under your Reporting → Custom Reports menu. HighLevel’s custom reports guide, updated August 6, 2026, includes multiple dashboards and custom reports on all three plans. HighLevel list price as of October 9, 2026: the published plan comparison lists Starter at $97 a month, Unlimited at $297 a month and Agency Pro at $497 a month.

1. Open Reporting → Custom Reports and click New Report.
2. Start from scratch or convert your dashboard. Rename the report atop the builder, including the reporting period.
3. In Page Properties on the right, customize or remove the cover and set logo, headers and background color.
4. Add widgets with the left + icon, titles and sections through Elements Menu, and preset or custom themes through Themes.
5. Add pages with + above or below a page. Page Icon lists pages to drag, reorder and rename.
6. Click Download for PDF, or Save → Send or Schedule.
7. Set frequency, time and date range. Enable Compare With for trends and Widget-Level Date Settings to retain individual dates.
8. Enter Sender Email, Subject, Recipients and any Optional Email Body.
9. Send a test email, then Save and Schedule.

Your email and PDF tables show only the first 100 records without drill-down charts. Recipients need a HighLevel login for the complete report or dashboard dataset. PDFs exclude images and iframes.

Your builder uses browser timezone. Email preview uses sub-account timezone, and Google or Facebook data uses ad-account timezone. Compare your monthly subscription plans in the Starter, Unlimited and Agency Pro comparison.

What does a direct HighLevel account cost?

Start your own HighLevel account through our link and you pay HighLevel directly, from $97 a month. We earn a commission from HighLevel at no extra cost to you. HighLevel’s pricing page lists a 14-day free trial on any plan.

If an agency manages your account, ask its administrator about dashboard permissions and read your contract. HighLevel’s dashboard permissions guide, updated February 2, 2026, documents role-based access, including read-only access. Read our white label CRM guide for the account-access terms.

GoHighLevel reporting FAQ

Where do I find reports in my GoHighLevel sub-account?

Your Reporting menu contains Appointment Report and Custom Reports, plus dedicated Call Reporting and Agent Reporting on Agency Pro. Only dashboard owners or roles with Full permission change dashboard sharing permissions. HighLevel’s dashboard permissions guide, updated February 2, 2026, specifies the dashboard’s three-dot menu → Manage Permissions → Private off → sharing permissions → Save.

Which report should I use for ads, leads, calls, appointments or staff?

Use Google Ads or Meta Ads widgets for your spend and conversions, Contacts by Source for attributed leads, Call Reporting for incoming/outgoing calls, Appointment Report for booking statuses and Agent Reporting for staff opportunities. Most Popular Days shows the busiest booking weekdays.

What do first and latest attribution mean?

First Attribution keeps your contact’s first recorded interaction. Latest Attribution records the most recent one. The August 26, 2026 guide illustrates this with a contact form submission followed by an order-form purchase: only Latest Attribution changes.

How do I change dates, compare periods and explain mismatched totals?

Match your General Widget’s Date property, Date range override and Comparison date range. The February 2, 2026 permissions guide says Only Assigned Data limits dashboard widgets to the user’s assigned records. Matching dates does not remove that restriction.

Can I automatically email my Google Ads report every month?

Yes, the July 14, 2026 Google Ads widgets guide supports monthly custom-report emails. Your email recipients need no HighLevel accounts, per the August 6, 2026 custom reports guide. Dashboard share links require authentication.

How do I export a report or email it automatically?

Use Download for your PDF or Save → Send or Schedule for email delivery. The August 6, 2026 guide says emails capture values when generated. Later report changes leave sent emails unchanged.

Why does my dashboard show different numbers from the Facebook Ads report?

Your dashboard revenue totals won-opportunity monetary values. Facebook Ad Reporting revenue comes from Opportunity data through two conversion workflows. The March 8, 2024 Reporting FAQs say its Sales count needs the Lead Event workflow and counts Facebook lead opportunities marked WON.