GoHighLevel Reporting and Analytics: Complete Guide

What GHL reporting covers

GoHighLevel's reporting is split across several sections of the platform. Understanding where each report lives saves the frustration of hunting through settings to find a specific metric.

Under Reporting in the left sidebar: the main dashboard with customisable widgets, the Sources report showing lead origin breakdown, the Appointment report, the Call report and the Agent Reporting section for team accounts. Under Marketing, then Campaigns: campaign-level open rate, click rate and unsubscribe data. Under Automation, then Workflows: individual workflow performance showing how many contacts entered and completed each step. Under Opportunities: the pipeline board with summary metrics at the top of each stage column.

Most of the reporting you need day-to-day lives under Reporting and the pipeline board. The campaign analytics and workflow performance reports are most useful for monthly performance reviews when you are evaluating what to improve.

Setting up your reporting dashboard

The GHL reporting dashboard is customisable with widgets. Go to Reporting, then Dashboard, then Add Widget. The widget library includes pipeline value, contact count by stage, revenue by month, appointments booked, calls made and several others. Add the 5 to 8 metrics most relevant to your business and remove anything you do not actively monitor.

A useful starting dashboard for a service business: total contacts added this month (shows lead volume trend), pipeline value by stage (shows where revenue is sitting), monthly appointments booked (shows booking funnel performance), call volume and missed call rate (shows response system performance) and won opportunities this month (shows actual closed revenue). These five widgets give an instant snapshot of whether the business is growing and where bottlenecks are forming.

Set the date range to the current month as your default view. Change to last 90 days when doing a quarterly review. The month-over-month trend on each metric tells you more than any single snapshot.

Pipeline and opportunity reporting

The pipeline board itself is a reporting tool. The number in each stage column shows how many opportunities are currently in that stage. The total value shown at the top of each column shows the monetary value of those opportunities based on the deal value you entered when creating each opportunity.

Go to Reporting, then Opportunities for more detailed pipeline reporting. This view shows your overall win rate, average deal value, average time in each stage and conversion rate between stages. The conversion rate between stages is the most actionable metric: a drop from New Lead to Contacted below 60 percent suggests your initial response is too slow. A drop from Estimate Sent to Won below 25 percent for a service business suggests the estimate follow-up needs improvement.

Export the opportunity report monthly and compare conversion rates over time. A consistent improvement in close rate after implementing a new follow-up sequence shows the sequence is working. A stagnant close rate despite high lead volume suggests the follow-up is not the constraint but the lead quality or pricing might be.

Lead source reporting

Go to Reporting, then Sources. This report breaks down your contact database by origin: which sources are generating leads and how many. If you have set up UTM tracking on paid ad campaigns, those campaigns appear as separate sources in this report.

The most valuable use of source reporting is comparing lead quality across sources, not just lead volume. Filter your pipeline by source to see how contacts from each source are distributed across pipeline stages. A source generating 50 contacts per month with 40 of them stuck in New Lead and never progressing has a conversion problem, not a volume problem. A source generating 10 contacts per month with 7 progressing to Won is worth scaling immediately.

Review source reporting quarterly and reallocate effort and budget toward sources with the highest downstream conversion rates. The source generating the most leads is not always the one generating the most revenue. Source reporting reveals the difference.

Campaign and email analytics

Go to Marketing, then Campaigns. Each campaign shows its send count, open rate, click rate and unsubscribe rate. Benchmark your campaign performance against these targets: open rate above 25 percent for service business email, click rate above 2 percent, unsubscribe rate below 0.5 percent per campaign.

Open rates below 20 percent usually indicate a subject line problem. Click rates below 1 percent usually indicate the email body is not compelling or the call to action is unclear. Unsubscribe rates above 1 percent indicate the list is receiving irrelevant content or too many messages too frequently.

SMS campaign analytics show delivery rate and reply rate. SMS reply rates of 20 to 40 percent are normal for well-written, well-timed campaigns. Reply rates below 10 percent usually indicate the message is too long, too promotional or sent at the wrong time of day for your audience.

Call reporting

Go to Reporting, then Calls. This report shows inbound call volume by day, missed call rate, average call duration and a call log with the option to listen to recordings where enabled. The missed call rate is the single most actionable metric in this report. A missed call rate above 20 percent during business hours indicates a capacity problem: more calls are coming in than your team can answer.

If missed call text-back is running, cross-reference the missed call report with the workflow analytics for your text-back workflow. The percentage of missed calls that result in a text-back reply shows your recovery rate. A recovery rate below 50 percent usually means the text-back message needs rewriting to be more compelling or the timing needs adjustment.

Workflow performance

Go to Automation, then Workflows. Click any published workflow to see its performance analytics. The statistics show how many contacts have enrolled, how many are currently active, how many have completed and how many have exited early through stop conditions.

The step-by-step view shows the dropout rate at each action. High dropout between two steps usually means one of three things: the stop condition is firing correctly because contacts are replying (good), contacts are opting out of SMS after a specific message (investigate the message), or the timing between steps is creating friction. Most workflow performance issues are diagnosed and fixed within 10 minutes of reviewing the step analytics.

The 8 metrics that matter most

• Missed call rate: target below 15 percent during business hours
• Lead response time: target under 2 minutes for any new enquiry
• New leads per month: track trend month over month
• Estimate close rate: track by source; target 30 to 50 percent for service businesses
• Pipeline value by stage: identifies where revenue is bottlenecked
• Monthly reviews added: track against prior period; target consistent growth
• Email open rate: target above 25 percent for regular campaigns
• Won opportunities per month: the headline revenue metric everything else feeds into

Review these 8 metrics on the first Monday of every month. Flag any that have declined by more than 10 percent month over month and investigate the root cause before the end of the week. Consistent monthly review is more valuable than any single deep-dive because it catches problems early when they are easy to fix rather than late when they have already affected revenue. See our full workflows tutorial for how workflow performance connects to these top-level metrics.