Reports¶
The numbers that matter and where to find them at a glance.
Your dashboard tells you whether the business is healthy in 30 seconds. Reports tell you the specifics when you need to dig.
You don't need to live in reports. Most weeks, a 60-second look at the dashboard is enough. Once a month, spend 15 minutes in the deeper reports to see trends.
The dashboard (your daily 30-second check)¶
Web app only — open app.revstackapp.com and your dashboard is the first thing you see.
Top of dashboard — what's happening right now:
- Today's appointments — how many estimates, where
- New leads today — how many came in
- Pipeline value — total dollar amount in active opportunities
- Conversion rate — what % of leads turned into jobs over the last 30 days
Middle of dashboard — recent activity:
- Most recent conversations
- Recent opportunity stage changes
- Recent appointments booked
- Recent reviews
Bottom of dashboard — quick wins:
- Opportunities sitting in a stage too long (red flag — go follow up)
- Reviews that need a response
- Appointments scheduled today that you haven't confirmed
Reports that matter¶
In the web app: Reports menu has many built-in reports. Five worth knowing:
1. Lead Volume by Source¶
Shows how many leads came in from each source (web form, Facebook, Google, walk-in, referral, etc.) over a date range.
Use it to answer: Where are my best leads coming from? Should I spend more on Facebook or Google?
Check: Monthly.
2. Conversion by Stage¶
Shows what percentage of opportunities move from each stage to the next.
Use it to answer: Where are deals falling out of the funnel? Are we losing them at Estimate Complete? At Proposal Sent?
Check: Monthly.
3. Revenue by Source¶
Shows actual revenue (from Final Invoice Total field) attributed to each lead source.
Use it to answer: Forget lead volume — where does the actual REVENUE come from? Sometimes one source has fewer leads but bigger jobs.
Check: Monthly.
4. Pipeline Velocity¶
Shows the average time opportunities spend in each stage.
Use it to answer: Are deals stalling? If Estimate Complete → Proposal Sent is taking 14 days on average, something's slow.
Check: Quarterly.
5. Reviews + Reputation Trend¶
Shows your Google rating + review count over time, plus which platforms are growing.
Use it to answer: Is the rating going up or down? Should we focus more on getting reviews?
Check: Monthly.
RevStack's monthly performance report¶
The 5th of every month, Kevin emails Darek a performance report covering:
- Top-line numbers (leads, conversions, bookings, revenue)
- Comparison to previous month + 90-day trend
- What's working (channels, content, workflows)
- What's not working (red flags, broken automations, missed follow-ups)
- Recommendations for the coming month
- Anything that needs a decision
You don't need to assemble this yourself. We do.
Custom reports¶
If you want a report that doesn't exist (e.g., "leads from the 60068 zip code by month"), tell Kevin and we'll build it. Most custom reports take an hour or two.
How to read the conversion rate¶
The dashboard shows a single conversion rate. Behind it:
Industry benchmarks for kitchen/bath remodeling:
| Conversion rate | Meaning |
|---|---|
| Below 10% | Lead quality issue — too many tire-kickers |
| 10-20% | Below average for the trade |
| 20-30% | Solid — you're qualifying and closing well |
| Above 30% | Excellent — usually means tight lead source + strong sales process |
Don't obsess over the number. Track the trend.
Lead Source attribution¶
Every new lead has a Lead Source field that gets populated automatically:
- Web Form (opt-in page)
- Google Ads
- Google Search (organic)
- Walk-In
- Phone Call
- Referral
For paid ads, the system also tracks the specific campaign + ad creative via UTM parameters.
For walk-ins and phone calls, your team needs to manually set the source when adding the contact.
Attribution data is what makes "Revenue by Source" actually useful — without it, you don't know which marketing dollar earned which job.
What if I'm stuck?¶
| Stuck moment | Fix |
|---|---|
| "The dashboard shows numbers I don't understand" | Tap any metric → "Learn more" — gives you the definition + how it's calculated. |
| "A report shows zero — that can't be right" | Check the date range filter. Default is "last 7 days," which sometimes catches a quiet week. |
| "I want a report I can email to my CPA / accountant" | Most reports have an Export button (CSV or PDF). |
| "I want to see a specific customer's history" | Don't use Reports — open the contact directly. Their timeline shows everything that's ever happened with them. |
Video walkthrough¶
A video walkthrough of the Dashboards + Reports system lives here once we wire it in.
Last updated: 2026-06-01 by Kevin / RevStack