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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.

A quick note on sources: your live lead sources today are the web opt-in / estimate page (dynamic.revstackapp.com) and your social channels — because your social accounts are now connected, Facebook and Instagram lead-source attribution populates in the reports below. The remaining rows get richer as you connect more channels — Google Ads and Google Business Profile start populating their own rows once Google is connected.

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 over a date range. Today that's the web opt-in page plus your connected social channels — Facebook and Instagram now attribute their own rows. Google and referral rows fill in as you connect those channels and start tagging sources.

Use it to answer: Where are my best leads coming from? Now that social is connected — is Facebook or Instagram pulling its weight? Once Google connects — should I spend more there?

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 the 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. With social connected, revenue now spreads across your web opt-in plus Facebook and Instagram; it gets even richer once Google is connected.

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.

This report populates once your Google Business Profile is connected (in progress now). Until then there's no rating data to chart — connecting Google is what turns it on.

Use it to answer: Is the rating going up or down? Should we focus more on getting reviews?

Check: Monthly, once Google is connected.

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:

Conversion rate = Won opportunities ÷ Total opportunities created

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. Today your live sources are the web opt-in / estimate page and your connected social channels; the remaining sources light up as you connect those channels:

  • Web Form (opt-in page — dynamic.revstackapp.com) — live now
  • Facebook — live now (social is connected)
  • Instagram — live now (social is connected)
  • Google Ads — populates once Google is connected
  • Google Search (organic) — populates once Google is connected
  • Walk-In
  • Phone Call
  • Referral

For paid ads, once Google is connected 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. With social connected, your Facebook and Instagram leads now carry real attribution; connecting Google turns the last placeholder rows into real, attributed revenue.

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"). Web opt-in and social (Facebook/Instagram) sources are live; Google-source and reputation rows stay near-zero until your Google Business Profile is connected.
"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.

Last updated: 2026-06-17 by Kevin / RevStack