Common Reporting Questions

Answers to questions that come up most often when numbers don't seem to match expectations.

Why do call reporting numbers look different by phone number vs. by team member?

Two different views of the same underlying data — if a team member uses more than one number, totals won't line up perfectly. That's expected.

Why do numbers look different for different users?

Timezone settings can shift figures depending on who's viewing. Double-check timezone and date range before comparing.

Where does revenue in ad reporting come from?

From opportunity data — opportunities marked won — not from actual payments received. Check payments reporting for real payment totals.

Why is my Google Ads lead count showing zero?

Almost always a tracking template issue. See "Set Up Google Ad Reporting" and "Troubleshoot Google Ad Reporting."

Why do Facebook ad sales look off?

Depends on your Lead Event workflow being configured correctly; duplicate contacts usually mean campaign/ad names aren't unique.

What does email tracking (SMTP) actually track?

Opens, clicks, replies, and bounces. "Delivered" is inferred, not tracked directly.

Why can't I see a certain report or dashboard?

Usually user permissions — an "assigned user only" role only sees data tied to things assigned to them.