Performance Summary
Your key numbers for the month at a glance. Traffic light colours show whether each metric is on track against the targets set at the start of Phase 1.
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Baseline vs Target vs Current
How this month's results compare against the pre-Phase 1 baseline and the improvement targets we set at the start of the engagement.
| Metric | Before Phase 1 | Target | This Month | Status |
|---|---|---|---|---|
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Total Leads per Month
Combined quote form submissions and phone clicks from the website each month. The dashed line shows the minimum monthly target of 74 leads.
Quote FormPhone ClickTarget (74)
Leads & Conversions
A breakdown of every lead generated through the website — quote form completions and phone clicks — and where they came from.
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Leads by Type Over Time
Quote form completions vs phone clicks each month. Phone click tracking went live May 2026.
Quote FormPhone Click
Form Completion Rate
Percentage of visitors to the quote form page who complete a submission. Baseline was 0.89%. Target is 3–5%.
Completion Rate3% Target
Lead Source Breakdown — Traffic Channels
Where your website visitors are coming from each month. Organic Search = unpaid Google results. Paid Search = Google Ads. Direct = people who typed in your URL or came from a saved link.
Groundhogg Form Submissions
Form submission data from Groundhogg, your CRM. Updated via monthly manual export.
| Period | Form Type | Submissions |
|---|---|---|
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Google Ads Performance
How your paid search campaigns are performing. All campaigns are Search-only — no Display, no Performance Max.
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Monthly Spend vs Conversions
Total ad spend (bars) and number of conversions (line) each month. A rising line with stable bars means improving efficiency.
Spend ($)Conversions
Ad Group Performance — This Month
Breakdown by ad group. CPL = cost per lead. Lower CPL with higher conversions = best performing groups.
| Ad Group | Impressions | Clicks | CTR | Cost | Conversions | CPL |
|---|---|---|---|---|---|---|
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Website Traffic
Overall visitor numbers and where they are coming from. The goal is to grow organic (unpaid) traffic while paid traffic supports lead volume in the short term.
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Traffic by Channel
Share of total sessions by source this month.
Device Breakdown
Most visitors are on mobile — important for page design decisions.
Key Page Performance
Engagement metrics for your most important pages. Avg. Time = how long visitors spend reading. Bounce Rate = percentage who leave without clicking anything else. Higher time and lower bounce rate is better.
Page Metrics — This Month
Key events = quote form completions or phone clicks recorded on that page.
| Page | Sessions | Bounce Rate | Avg. Time | New Users | Key Events |
|---|---|---|---|---|---|
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