Dashboard Overview

The dashboard is built around a single question: is our marketing producing retained clients, and which channels deserve more budget? Every card on the home screen is in service of that question. Here's what each one means.

Date range selector

The control at the top right scopes every card on the page. The default is "Last 30 days" with comparison to the prior 30. Change the range and all KPIs, charts, and lists recompute. The range is sticky per user — what you set persists across sessions.

KPI row

The four cards at the top are your headline numbers:

• Leads — total unique leads in the period (deduplicated by phone + email).
• Retained — leads that became matters in Clio during the period.
• Spend — total marketing spend pulled from Google Ads and any manually entered channels.
• Cost per retained — Spend ÷ Retained. The number that actually matters.

Each KPI shows the period-over-period delta in green or red. See KPIs for exactly how each is calculated.

Channel performance

A breakdown of leads, retained clients, and cost-per-retained by channel (Google Ads, organic search, GBP, direct, referral, paid social). This is the chart your marketing decisions should be based on — a channel with a low cost-per-retained deserves more budget, not necessarily one with the most clicks.

Recent leads

The 10 most recent leads, sorted by first-touch time. Click any row to open the lead detail panel — you can listen to the call recording (if from CallRail), see the source/campaign attribution, and update the pipeline stage.

Weekly playbook (AI)

A card summarizing the AI-generated Weekly Marketing Playbook — three actions to take this week based on what's changed. Click through for the full report. See Weekly Playbook.

Anomalies

A list of unusual movements detected over the last 7 days — call volume dropping, GBP search impressions spiking, cost-per-click on a specific campaign jumping. Each anomaly is clickable and drills into the underlying data. See Anomaly Alerts.

Integration health

A compact status row showing each connected integration and its last successful sync. If any integration is broken or needs reconnection, a banner appears at the very top of the dashboard.