Reporting overview
Which question each report in the Reporting module answers for an agency owner, and when to look at each one.
4 min read
The Reporting module shows what your assistant, your team and your ad budget actually produce. Weeks can pass between a buyer's first call and completion day; reports show you where along that path you lose leads, appointments or sales.
This article sums up what each report is for, what it needs to work, and how often you should look at it as the agency owner.
Opening the reports
- Open Reporting from the left menu.
- Pick the report you need from the tabs at the top.
- Set the period with the date picker at the top right.
Note
Some reports may look empty depending on what's connected. The Facebook Ads report, for example, needs your Meta ad account connected. If a report is missing, message your consultant or our support team.
Which report answers which question?
| Report | The question it answers | Needs |
|---|---|---|
| Attribution Report | Where do my leads come from, and which source actually turns into sales? | Forms and ad links carrying source data |
| Facebook Ads | How many leads, appointments and sales did my Meta ad spend bring? | Facebook connection + ad account |
| Google Ads | How many leads did Google search ads bring, and what's the cost per lead? | Google Ads connection |
| Call Reporting | How many calls came in, how many did the assistant or team answer, how many were missed? | Squaremeters phone system |
| Appointment Report | How many viewings and valuations were booked, held or cancelled? | Appointments booked in the calendar |
| Agent Reporting | Which agent does how much work, and how much do they close? | Opportunities assigned to agents |
| Custom Reports | How do I get my chosen numbers by email every Monday? | — |
For the assistant's own call outcomes (bookings, transfers, summaries), also look at AI Agents → Voice AI → Dashboard & Logs: Call logs and summaries.
What feeds the reports?
Reports are calculated from data in the panel. Missing data means a missing report:
- The source is stored on the contact. Contacts from a Meta form, web form or Google ad get their source automatically. Contacts typed in by hand have none.
- Every lead needs an opportunity. The assistant opens one after a call; leads your team adds by hand need one too. See Stages and status.
- Appointments must be booked in the calendar. A viewing agreed on the phone but never added to the calendar won't appear.
- Closed deals must be marked "Won" with a value. We recommend entering your agency's commission as the value. Otherwise revenue and sales stay at zero.
A suggested routine for owners
- Daily (5 minutes): new leads and appointments on the Dashboard; missed calls in Call Reporting.
- Weekly (20 minutes): cost per lead and per appointment in Facebook Ads and Google Ads; no-show rate in the Appointment Report; agent performance in Agent Reporting.
- Monthly (1 hour): closed deals and commission by source in the Attribution Report. Move budget to the channel that delivers.
Tip
Rather than following this routine by hand, build a custom report and have it land in your inbox every Monday morning. For which numbers to watch, see Owner KPIs.
Example
Atlas Emlak runs a Meta lead form campaign for the Ataşehir development. The Facebook Ads report shows 191 leads a month at a low cost per lead — looks great. The Attribution Report, however, shows 2 sales from that campaign, and the same number of sales from far fewer Google searches for "flat for sale in Kadıköy". The decision is made on cost per sale, not on the number of leads.
Common issues
The report shows zeros. Check the date range. On ad reports, make sure the right ad account is selected.
The dashboard and a report show different numbers. Date ranges and filters may differ. See Date ranges and filters.
I can't see Reporting. Your role may not include reporting access. Ask your admin or consultant: Roles and permissions.
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