Reports

Analytics Overview: metrics, funnel and heat map

Updated September 28, 2026

Who sees this screen

The Overview is for owners and managers. Salespeople don’t see the full Analytics section: their menu shows My numbers and Service, with only their own data (see roles and permissions).

The 24 metrics

The cards are split into four groups. Each one shows the value, the change versus the previous period and a sparkline; hover over the help icon to see the formula.

Media metrics come from Meta; lead, meeting, win and sales metrics come from what happens in TraceClose. The names follow your segment: at a clinic, for example, “leads” and “meetings” may show up as “patients” and “appointments.”

Trends, funnel and heat map

• Trends: Spend, Leads and Revenue charts for the period, with the previous period for comparison. The grouping (hour, day, week, month) follows the Group charts filter.
• Funnel: Entry → First response → Meeting scheduled → Meeting held → Won. It’s always cohort: it follows the leads that came in during the period to wherever they’ve reached today, with the percentage from the previous stage, the time between stages and the Biggest drop badge.
• Heat map: day of the week × hour, with the metric you choose: Leads, Conversations or Spend. Conversations and Spend by hour only show up for periods of up to 92 days.

With the site tag turned on, you also get the Site card, explained in website visits in reports.

Warnings you may see

• Connect an ad account: without an account, spend and costs stay empty; leads and meetings still count.
• Sync pending: the account is connected, but the ad data hasn’t arrived yet.
• … in … accounts is excluded from these totals: spend in another currency, with the View in … button.
• … paid traffic leads excluded from CPL: leads whose ad hasn’t been synced or whose account is excluded from totals.
• Active campaign without delivery: a campaign that has been active for hours with no impressions, with the most common causes and the Open in Ads Manager shortcut.

The footer shows “Ads synced …” and, after more than 3 hours without a sync, the Ads out of date badge.

Reading example (sample data)

Over the last 7 days, Example Co. sees: Spend $2,100 (+5%), Leads 96 (+12%), CPL $23.33 (−6%), Meetings held 18 (−10%). Leads went up and got cheaper, but meetings dropped. In the funnel, the biggest drop is between “First response” and “Meeting scheduled”: the problem is in how leads are handled, not in the media. The next step is to open Service.

Didn’t work? See…

• “Nothing in this period”: no spend, leads or meetings with the current filters. Use View last 30 days or clear the filters.
• Reach shows “—”: reach can’t be added up across campaigns. Filter by one campaign or one account.
• Spend is empty: ad spend isn’t showing.

Frequently asked questions