This guide follows the video and walks through the Reports page and each of its four tabs. Definitions for every number are in the Reports Metrics Glossary, and common questions are answered at the bottom.

In this guide

Click Reports in the left menu. The page has four tabs, and each one answers a different question.

Click the filter icon under the tabs to open the filters. Every tab has a date filter, and each tab adds the ones that apply to it.

TikTok messaging isn't supported yet. You can still track how your TikTok content performs in the Content and Social tabs.

Every number has a small green or red percentage next to it. That's the change from the period right before the one you picked. On Last 7 days, it compares against the 7 days before that. It's the fastest way to tell whether this week is better or worse than last week.

Reports refresh about every 15 minutes. That keeps the page fast, because there are a lot of numbers to calculate. If you log a booked call and the count hasn't moved, give it 15 minutes and check again.

A stage is where a contact is right now. An activity is a record of something that happened, like a contact getting qualified, a call getting booked, or a purchase. A contact sits in one stage at a time and builds up a history of activities.

Reports only count activities that get logged. If something never gets logged, it never shows up. Each activity is tied to the post, story, or ad the contact came from, as part of the campaign it belongs to. That's how Ellipsend can show you revenue, bookings, and qualified contacts for every piece of content.

For your reports to be accurate, your activities need to be mapped to pipeline stages. That way, moving a contact into a stage in the inbox logs the activity for you, and nobody has to remember a second step.

Say you map a disqualified activity to your abandoned stage. When someone on your team moves a contact there in the inbox, the activity is added automatically and credited to the post, story, or ad that contact came from.

When an automation moves a contact into a stage, the mapped activity is not logged, so this only works when someone on your team makes the move in the inbox.

It works in the other direction too. When an activity is added through an integration or the API, the contact moves into the stage connected to that activity automatically.

An activity can carry money fields, and those are what feed every revenue number in Reports. There are two types.

On a $4,500 offer with $1,000 paid up front, Received is $1,000 and Expected is $4,500.

Here's where each one shows up in Reports.

If your booking and payment tools aren't connected, whoever is working the conversation logs the activity by moving the contact into the right stage in the inbox. For a purchase, enter the Received and Expected amounts when the activity window opens, then save.

Once you save, the revenue shows on the contact, and on the post, story, or ad they came from.

Bookings and purchases can log themselves once your tools are connected. What you can connect depends on your plan.

Setup steps are in How Tracking Works and How to Track Conversions from GoHighLevel in Ellipsend with Activities.

The Campaigns tab tells you whether the business is working, and how this period compares to the last one for revenue, new contacts, and your key metrics.

The money that came in during the dates you picked, shown as two numbers. Initial Payments is cash collected. Revenue is total revenue, including what's still owed on payment plans. A $4,500 sale with $1,000 paid up front adds $1,000 to Initial Payments and $4,500 to Revenue.

The chart below groups by day, week, or month, depending on the dates you picked.

New contacts in the dates you picked. Total Contacts is everyone, split into Instagram Contacts and Facebook Contacts. Use it to see whether more or fewer people are reaching your inbox than last period, and which platform they're coming from.

Five tiles that you choose, so the numbers you care about are always in view. Click the edit icon on a tile to pick any of your activities, or Contacts, Agent Sent Messages, Initial Payment, Revenue, Deals Won, or Deals Lost. Click a tile to see it on the chart.

A useful setup is to put your qualified and disqualified activities side by side. If qualified is up and disqualified is down, the quality of the contacts coming in is improving.

Where your contacts are sitting right now. Total Leads, Won Leads, and Lost Leads are at the top, with a bar for each stage showing how many contacts are in it.

Read it to find where contacts pile up. If a lot of contacts are sitting in your qualified stage, filter the inbox by that stage and work them. Each one should move forward to a booked call, get marked abandoned, or move to a nurture stage. Don't let them go stale.

A custom metric is a formula you build from two numbers in your account, one divided by the other. It's how you track the rate that matters most to your business, like a booking rate or a challenge opt-in rate, without keeping a spreadsheet.

To build one:

As you pick, the form shows the current value of each number and the result, so you can check the formula before you save it.

Each saved metric shows its result and the change from the last period. You can build a formula from any of your activities, plus the business, social, and ad numbers Ellipsend already tracks. The full list is in the Reports Metrics Glossary. Use the icons beside a metric to edit or delete it.

Your posts for the dates you picked, ranked by one metric. The dropdown on the right sets the ranking and starts on Reach. Switch it to revenue, or to any of your activities, to rank posts by what matters to you. The Post Type, Ad Type, and Labels filters narrow it to only reels, only ads, or only posts with a certain label.

Each card shows the post with its Reach, Likes, Comments, Shares, Revenue, and Contacts. It's a quick read on what's working this week. For a deeper look, use the Content tab.

The Agents tab is available on Pro and above. Core accounts see Campaigns, Content, and Social.

The Agents tab shows how everyone is doing in the inbox, so you don't need end of day reports or to read through conversations one by one. Each inbox agent gets a row, with a TOTALS row at the bottom.

Rate tells you how much of the inbox has been answered. It shouldn't be 100%. You don't want your team forcing the last word in every conversation. Some contacts end with "Great, thanks, looking forward to the call," and that doesn't need a reply. The practical number is 90 to 95%.

Average is the most important number on this tab. It tells you what each conversation is worth, so you can compare people fairly. If one agent averages $49 and another averages $16, the first is making about three times more per conversation, whatever their message counts say. That can inform who gets more contacts, and who earns a bonus.

It also works as a benchmark for the whole team. If your normal is $30 and this week is $49, open the Campaigns and Content tabs to find out what changed. Often it traces back to a post that brought in better contacts.

This tab runs on assignment. Only contacts assigned to an inbox agent count here. If a contact isn't assigned, its revenue, bookings, and other numbers won't show on this tab. They still count on the Campaigns and Content tabs.

There are two ways to make sure contacts get assigned. Both are in Settings → Inbox → Inbox Agents.

More on inbox agents in What Is an Inbox Agent?

Click Columns to show, hide, and reorder columns. You can add Deal Won, Deal Lost, and a column for any of your activities, like how many calls each agent booked. Put the ones you coach on next to each other.

Click Download to export everything on the tab.

The Content tab shows which posts, stories, and ads are bringing in money. Each one gets its own row.

The revenue beside each row is everything that post, story, or ad has ever brought in. The date filter decides which rows show, not which revenue counts. A green dot means all of that revenue has been received. A yellow dot means it includes revenue that's still expected.

Revenue reaches a post, story, or ad when a contact comes in from it and later gets an activity with a money field. It also counts toward the campaign that content belongs to. To keep that chain intact, send links as buttons so tracking carries through. The details are in How Tracking Works.

The table starts with Post, Revenue, Date, Platform, Content Type, Ad Status, and Labels. Click Columns to add organic metrics like Reach and Saves, paid metrics like Ad Spend and Return On Ad Spend, and a column for any of your activities.

The activity columns are what make this tab useful. They show which posts bring in qualified contacts and booked calls, not only views.

Click a column header to sort by it. Use the search box to find a post, and the Post Type, Ad Type, and Labels filters to narrow the list. Click Add label on a post to label it.

Click Download to export everything on the tab. A good habit is to set the dates to Last 3 months, add the activity columns you care about, and download it. Then compare reels, feed posts, stories, ads, and boosted posts to see which is producing the results you want.

The Social tab shows how your accounts are performing overall and over time. It's currently in beta, and data can take up to 72 hours to populate from the social platforms.

Five tiles that you choose. Click the edit icon on a tile to swap in another metric, like Views, Engagement Rate, New Followers, or Profile Views. Click a tile to see it on the chart, and hover the "i" on a tile for its definition.

New Followers and Lost Followers count individual follows and unfollows. Net Followers is the change in your total follower count, which the platforms track separately. New minus Lost won't equal Net exactly.

Top Ages, Top Gender, Top Countries, and Top Cities show who your audience is. Click Show More to see the full list. Check that it matches who you sell to.

The same ranking you see on the Campaigns tab.

Each card downloads on its own. Download on Social Metrics exports those metrics only. Top Ages, Top Countries, and Top Cities each have their own Download button. There isn't one file with everything.

Three numbers tell you most of what you need to know.

Reports refresh about every 15 minutes. Wait and check again.

Owners, Admins, and Managers can see all of Reports. Team members with the Regular or Inbox Only role only see Reports if an admin turns on Agent performance reports for them in Settings → Team, and then they see the Agents tab only. If you don't see Reports, ask an admin on your account.

The Agents tab is available on Pro and above.

Reports only count activities that were logged. Open the contact and check that the activity is there. If it isn't, log it, then map the activity to its stage or connect your booking tool so it logs on its own next time.

Initial Payments is cash collected. Revenue is the full value of the sale, including payments still to come.

The contact isn't assigned to an inbox agent. Only assigned contacts count on the Agents tab. The revenue still shows on the Campaigns and Content tabs.

90 to 95%. On the Agents tab, Rate is the share of conversations where your team sent the last message. Not every conversation needs a reply, so 100% isn't the goal.

On the Content tab, the dates decide which posts show. The revenue beside each one is all-time.

Data can take up to 72 hours to populate from the social platforms.

New and Lost count individual follows and unfollows. Net is the change in your total count, which the platforms track separately.

On Agents and Content, Download exports everything on that tab. On Social, each card downloads separately.

You can track TikTok content in the Content and Social tabs. TikTok messaging isn't supported yet.