Client dashboards
Review a client’s available leads, bookings, recorded revenue, ad spend, calls and connected-source metrics for the selected period. Check source context and supporting detail during the conversation; use a client report when you need a selected, branded output to distribute.
Google Ads, Meta Ads, GA4, Search Console, Business Profile, the tracking script and calls, together.
Raw and qualified leads, booking rate, revenue, cost per lead and ROAS — not just clicks.
Answered and missed calls, talk time and missed-call alerts.
Today, yesterday, 7, 30 or 90 days, month, year to date or custom, against the previous period or last year.
Billing, website status, ads delivery and open tasks at the top; sources that stop reporting are flagged.
The same dashboard in the LeadPulse app, with new-lead alerts.
Clicks and impressions are your numbers. Owners ask how many enquiries came in, how many turned into jobs, what those jobs were worth, and what it cost. The dashboard leads with those — leads, qualified leads, booking rate, revenue, cost per lead, ad spend and return on ad spend — then shows calls, missed calls, website sessions, profile views and search clicks underneath.
Leads by source shows ads, website, Business Profile and other leads day by day; ad spend against leads shows whether more budget bought more enquiries; calls show answered against missed; and lead quality shows qualified, unqualified and not yet reviewed. The lead sources table adds bookings, revenue and average job value per source.
Pick a metric and see it by day against the comparison period, or across twelve months. The day-by-day grid exports to CSV. Separate sections dig into leads and calls, Google Ads (top campaigns and search terms), Meta Ads, Business Profile (views and search keywords), and the website (GA4 channels, cities, devices and pages; Search Console queries and pages).
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The dashboard is the place to inspect a client’s available marketing records for a chosen period and ask a follow-up question about the sources behind them. It supports an ongoing review of leads, recorded sales, spend and channel context. It is distinct from preparing a branded report for distribution: use client reporting when you need a selected output with an explanation and a delivery process. A dashboard view alone does not establish that a recipient reviewed or approved the conclusions.
Start by confirming the client, date range and availability of the relevant connected sources. Missing records or a changed integration can affect the interpretation of a chart. Open the supporting detail when a number needs explanation, then record any action through the team’s normal work process. The purpose is to help the agency and client investigate the current evidence together, rather than treat every visible total as a complete financial statement or a real-time reading from every external platform.
Write down what the agency means by a lead, a qualified lead, a booking and recorded revenue. Confirm that the client's staff use those terms consistently when they update records. Explain which measures come from connected platforms and which depend on the client's actions in the pipeline. A chart can be mathematically correct while still being misunderstood if the underlying definition is unclear. For an illustrative home-service client, an estimate appointment and a completed job should not be casually treated as the same outcome. Establishing the vocabulary early makes later comparisons and budget discussions much easier to follow.
Different platforms publish information on different schedules. The dashboard identifies how far each source's data extends, and Business Profile and Search Console can arrive later than other sources. Before reacting to a low recent total, check whether the period is complete and whether the connection is healthy. A missing latest day is different from an actual fall in customer demand. Explain this in the client meeting when comparing recent advertising activity with search data that stops earlier. The aim is not to excuse weak results, but to avoid making a confident decision from periods that contain different amounts of available information.
A previous-period comparison can show recent momentum, while a year-over-year view can give context for seasonal businesses. Neither is automatically the right choice for every client. A holiday, temporary closure, budget change or unusual promotion can alter the meaning of a comparison. State the date range before discussing the percentage change, and inspect the daily trend when a single event may dominate the total. If the business has changed substantially, explain that history may be a less useful benchmark. A dashboard supports comparison; the agency still needs to explain why the selected period is relevant to the decision being made.
A lower cost per lead can look attractive while the enquiries become less suitable. Conversely, a smaller number of high-value jobs may justify a higher acquisition cost for a particular service. Review raw leads, qualified outcomes, bookings and recorded revenue together before recommending a budget shift. Check whether the sales records are complete and whether the client's buying cycle extends beyond the selected reporting period. For an illustrative installation business, a lead generated this month may close next month. That timing matters when explaining why ad spend and recorded sales do not always rise and fall together in a single date range.
Call totals become more useful when reviewed alongside answered and missed calls. A campaign can generate demand that the client's team cannot consistently handle. Start by reviewing when calls arrive and what the team understands about the response process. Avoid assuming every missed call is a lost sale or every answered call is a qualified enquiry. Use a sample of actual outcomes to identify the operational issue. If the business is short of capacity, increasing advertising may not be the next best action. The dashboard can make the conversation visible; the client and agency must agree what practical change follows.
When a headline metric changes, inspect the relevant source details before choosing a cause. Campaigns and search terms can help explain advertising movement; pages, queries, devices and cities can provide website and search context. The metric explorer can show whether a change happened gradually or on a particular day. These are investigation steps rather than proof of causation. A site edit, campaign change or business event should be checked against the timing and the records available. Keep a short note of the explanation you are testing and the evidence that would support or weaken it at the next review.
Finish a dashboard review with a small set of concrete next steps. Identify the finding, the action, the owner and the date when it will be revisited. For example, a client may agree to improve sales updates while the agency investigates a campaign sending unsuitable enquiries. Explain which metrics will help evaluate the work and which limitations remain. Clients can return to their own dashboard between meetings, so the agency's value lies in interpretation and follow-through as well as access to the numbers. A clear decision record makes the next meeting a continuation of the work instead of a fresh explanation of the same charts.
Begin with the measures closest to the client's business questions, usually enquiries, qualified outcomes, bookings and recorded sales. Then explain advertising spend, traffic and search exposure as supporting context. Introducing every available metric at once can obscure the few decisions the client actually needs to make during the first review.
Check the source's latest available date before interpreting the total. Search Console data can be published later than the advertising or lead information beside it. A period that includes days not yet reported is incomplete. Compare complete windows and explain the freshness difference rather than treating the missing data as an established decline.
Describe the spending and lead population behind the measure, then discuss whether those enquiries are relevant to the business. A cheaper lead is not automatically a better result. Use the client's reviewed outcomes and recorded sales to understand the commercial value of the demand rather than focusing on the ratio in isolation.
Confirm whether sold jobs have been recorded and whether the selected dates match the sales being discussed. Revenue reporting depends on the underlying records. Missing sales updates can make a dashboard understate the business outcome, so reconcile representative examples before assuming that the attribution or advertising performance is wrong.
That comparison needs a clear explanation because the periods contain different amounts of time. Choose a comparable window when evaluating pace, or label a partial-period view explicitly. Also consider business days, closures and seasonality. The important requirement is that the client understands what the comparison actually measures.
The client dashboard is scoped to that client's own information. The agency's cross-client Mission Control serves a different purpose. When demonstrating the product or sharing material in a meeting, still check that you are showing the intended client view rather than an agency screen containing other accounts.
It gives the client access to the numbers between meetings, but interpretation and decisions still matter. Explain what changed, what evidence supports your view and what work follows. A useful reporting conversation helps the client understand the business implications instead of simply reading the same tiles aloud.
It indicates more measured visits within the relevant source and period, but not necessarily more suitable prospects. Review channels, pages, devices and lead outcomes to understand the change. A useful investigation asks who arrived, what they sought and whether the visit led to meaningful action for the client.
Use it to inspect the timing behind a total: a sudden interruption, a gradual movement or a small number of unusually strong days. Compare that pattern with known business and campaign events. Daily variation can be noisy, so do not treat every single-day change as a reason to alter the account.
The documented daily grid supports CSV export. Use an export when a question needs closer inspection or a comparison outside the meeting view. Keep the date range and metric definition with the file so a later spreadsheet analysis does not lose the context that made the original numbers meaningful.
They can reveal that demand is reaching the business while the response process needs attention. Review representative calls and timing with the client before concluding that a marketing channel is ineffective. A conversation about staffing, availability or callback practice may be more useful than immediately changing targeting or increasing the advertising budget.
Different systems may count different actions, use different dates or apply different attribution rules. Start by naming the exact measure being compared and inspect a small sample of records. Avoid assuming the totals should match perfectly until the definitions, date ranges and captured events have been checked together.
Check the source status and connection before interpreting the gap as a performance change. Confirm the intended account is connected and identify what needs attention. Tell the client which part of the dashboard is incomplete so other available metrics can still be reviewed without creating a misleading overall conclusion.
Show the relevant historical comparison, explain what seasonal effect you expect and identify the evidence for it. Then separate that context from issues the team can act on, such as unanswered enquiries or a campaign change. Seasonality is useful context, not a substitute for investigating the actual client records.
Keep lead outcomes and sales current, review meaningful changes and raise specific questions with enough context for the agency to investigate. The client does not need to monitor every chart constantly. A reliable update habit makes the next review more useful and helps the agency connect marketing activity to real business results.
