KPIs

Headline KPIs on the dashboard — leads, retained, spend, and cost-per-retained. Each updates in real time as new data arrives from your integrations.

Leads

Unique leads in the date range, deduplicated by phone number and email. A repeat caller from the same number within 30 days counts once. Leads include both inbound calls (from CallRail) and form submissions when those are wired up.

Retained

Leads that became matters in Clio during the date range. The match happens automatically by phone number and email, with a manual review queue for ambiguous cases.

Spend

Total marketing spend in the date range. Pulled directly from Google Ads. You can add other channels (paid social, sponsorships, print) manually under Reports → Channels.

Cost per retained

Spend ÷ Retained. The number that tells you whether your marketing is paying for itself. Compare this to your average case value to know your true ROAS.