Reference

Metrics

What a dashboard widget can be pointed at. A widget asks for a shape (one number, a line over time, or a breakdown), and only metrics that support that shape are offered.

108 metrics

Leads

New leads

single number · over time

Leads (visitors who gave an email or a phone) created in the selected period.

Hot leads

single number

Leads with intent score ≥ 80 (current-state — score decays, so no period comparison).

Total visitors

single number · over time

All tracked visitors created in the selected period.

Identified rate

single number

Share of visitors in the period who became leads (gave an email or a phone): new leads ÷ total visitors.

Speed to lead

single number · broken down

Median minutes from a lead being captured (identity step, else first form submit) to their first contact, for leads first captured in the period (UTC). The 90th percentile is on the tile's second line. Uncontacted leads are not averaged in: see uncontacted_leads. Counts touches SIGNL sent (automation and cadence emails and texts) or a rep marked. A call made elsewhere and never marked shows as uncontacted.

Uncontacted leads

single number

Leads first captured in the period (UTC) with no recorded first contact. Counts touches SIGNL sent (automation and cadence emails and texts) or a rep marked. A call made elsewhere and never marked shows as uncontacted.

Sales

Contracted value

single number · over time · broken down

Contract value recorded on calls marked won in the period. Money promised, not money received — see collected_revenue for cash.

Collected revenue

single number · over time

Net payment events (gross minus refunds) from tracked visitor payments. Cash actually received, not contracted value.

Calls logged

single number · over time · broken down

All calls logged in the period.

Close rate

single number

Won calls ÷ calls with a recorded outcome (won, lost or disqualified) in the period. Calls still awaiting an outcome are excluded rather than counted as losses.

Show rate

single number

Attended calls ÷ calls with a recorded attendance in the period. Calls nobody has marked up are excluded rather than counted as no-shows.

Avg deal value

single number

Average deal value across won calls in the period.

Open deals

single number

Deals currently open (current-state — ignores the date range).

Conversion funnel

broken down

Visitors → leads (an email or a phone) → form submissions → calls booked → enrolments.

Top Objections

broken down · single number

Structured loss reasons captured on lost/no-decision/disqualified calls in the period.

Why deals are lost

broken down · single number

Lost deals in the period, by the reason recorded on the deal (price, timing, no budget, competitor, not a fit, stopped responding, other). A lost deal with no reason is counted as "Not recorded". Deals have no closed-at date, so a deal counts in the period it was last updated, the same stand-in the CRM board uses.

Upcoming payments

single number · over time

Unpaid payment-plan instalments by the month they fall due, for the next 24 months. The number is every unpaid instalment, overdue included; the chart shows what is still to fall due. Not moved by the period picker.

DQ rate

single number

Disqualified and no-pitch DQ calls ÷ live calls (showed or completed) scheduled in the period. Periods are UTC. Live calls, not calls with a recorded outcome, so it is not the close-rate base.

Contracted per live call

single number

Contract value on won calls ÷ live calls (showed or completed) scheduled in the period. Money promised, not money received: see ledger_cash_per_live_call for cash. Periods are UTC.

Ledger cash per live call

single number

Payment ledger cash (charges minus refunds; chargebacks and disputes are not netted) matched to the leads of live calls scheduled in the period ÷ those live calls. Cash received, not contract value. Counts a lead's payments whenever they landed; unmatched payments are not counted. Periods are UTC.

Left to collect

single number

Contract value on calls won in the period, minus ledger cash matched to those calls, or to their leads when it landed on or after the first won call of the lead in the period. Never below zero. Needs the payment ledger: unmeasured until a processor is connected. Periods are UTC.

How closes paid

broken down

Calls won in the period, split by what SIGNL can see behind them: on a payment plan, paid by a single ledger charge, or no payment recorded (which may only mean the money is not in SIGNL). No deposit bucket: SIGNL has no field where a rep sets one. Periods are UTC.

Live calls

single number

Calls that happened (showed or completed) and were scheduled in the period. Periods are UTC. The base of DQ rate and contracted per live call.

Calls set

single number

Calls booked with a setter attributed (a setter link or an assigned setter), created in the period. A call booked without a setter is not counted here, so this is a floor on what setters booked, not the total. Periods are UTC.

Confirmed vs unconfirmed

broken down

Show rate (or close rate) for calls confirmed before they started (by the lead or by a team member), against calls that were not. Show rate is showed ÷ calls with a recorded attendance; close rate is won ÷ won, lost and disqualified. Each bar names its own base. A group with nothing to divide is left out. Calls scheduled in the period (UTC), cancelled calls excluded.

Attribution

Attributed revenue

broken down · single number

Revenue credited to marketing touches under a multi-touch attribution model.

Attribution rate

single number

Share of revenue with at least one UTM-tagged touch. Higher = more of your revenue is traceable.

Video watch funnel

broken down

Distinct visitor/video pairs that reached each watch-depth milestone in the period.

Team

Rep leaderboard (cash)

broken down

Paid commission cash per rep — the leaderboard ranking.

Commissions owed

single number · broken down

Pending (unpaid) commission total in the period.

Calls confirmed by rep

single number · broken down

Calls a team member marked confirmed after speaking to the lead, in the period they confirmed them (UTC), and who did it. A lead confirming through the public link is not counted here; see confirmed_split for both.

Reporting

EOD cash

single number · over time

Cash collected as reported in end-of-day entries.

EOD shows

single number · over time

Shows reported in end-of-day entries.

EOD closes

single number · over time

Closes reported in end-of-day entries.

EOD reports

single number · over time

End-of-day reports submitted in the period, one per rep per day.

EOD offer rate

single number

Offers made ÷ shows across end-of-day entries in the period.

Recovered revenue

single number

Revenue from visitors first seen via server ingest — conversions the browser pixel would have missed.

Tracking events

single number · over time

Visitor events captured by the tracking pixel in the period.

Forms

Form submissions

single number · over time · broken down

Submissions across all published forms in the period.

Form completion rate

single number

Submissions ÷ distinct form-view sessions (from per-field tracking events).

Bookings

Bookings created

single number · over time · broken down

Calls booked through public booking pages in the period.

Tracked link clicks

single number · broken down

Clicks on tracked short links (lifetime counters, ranked by link).

Webinars

Webinar registrations

single number · over time · broken down

People who registered for any of your webinars in the selected period, by the day they registered.

Webinar offer clicks

single number · over time · broken down

Registrants who clicked the offer on a webinar in the selected period, by the day they clicked.

Fields and custom

Leads · Count

single number · over time · broken down

How many leads there are.

Leads · Total intent score

single number · over time · broken down

Total of Intent score across leads.

Leads · Average intent score

single number · broken down

Average of Intent score across leads.

Leads · Total total revenue

single number · over time · broken down

Total of Total revenue across leads.

Leads · Average total revenue

single number · broken down

Average of Total revenue across leads.

Leads · Total average order value

single number · over time · broken down

Total of Average order value across leads.

Leads · Average average order value

single number · broken down

Average of Average order value across leads.

Leads · Total purchases

single number · over time · broken down

Total of Purchases across leads.

Leads · Average purchases

single number · broken down

Average of Purchases across leads.

Leads · Total visits

single number · over time · broken down

Total of Visits across leads.

Leads · Average visits

single number · broken down

Average of Visits across leads.

Calls · Count

single number · over time · broken down

How many calls there are.

Calls · Total deal value

single number · over time · broken down

Total of Deal value across calls.

Calls · Average deal value

single number · broken down

Average of Deal value across calls.

Calls · Total payment amount

single number · over time · broken down

Total of Payment amount across calls.

Calls · Average payment amount

single number · broken down

Average of Payment amount across calls.

Calls · Total duration (min)

single number · over time · broken down

Total of Duration (min) across calls.

Calls · Average duration (min)

single number · broken down

Average of Duration (min) across calls.

Deals (CRM) · Count

single number · over time · broken down

How many deals (crm) there are.

Deals (CRM) · Total value

single number · over time · broken down

Total of Value across deals (crm).

Deals (CRM) · Average value

single number · broken down

Average of Value across deals (crm).

Deals (CRM) · Total probability

single number · over time · broken down

Total of Probability across deals (crm).

Deals (CRM) · Average probability

single number · broken down

Average of Probability across deals (crm).

Form submissions · Count

single number · over time · broken down

How many form submissions there are.

Commissions · Count

single number · over time · broken down

How many commissions there are.

Commissions · Total amount

single number · over time · broken down

Total of Amount across commissions.

Commissions · Average amount

single number · broken down

Average of Amount across commissions.

Team · Count

single number · over time · broken down

How many team there are.

Ad platforms · Attribution

Ad spend

broken down · single number

What advertising cost — manual entries and platform syncs, from ad_spend.

Ad platforms · Fields and custom

Ad spend · Count

single number · over time · broken down

How many ad spend there are.

Ad spend · Total spend

single number · over time · broken down

Total of Spend across ad spend.

Ad spend · Average spend

single number · broken down

Average of Spend across ad spend.

Payment processors · Sales

Revenue by processor

broken down · single number

Net payment ledger events (charges minus refunds) grouped by payment processor — Stripe, Whop, Fanbasis and others. A processor with no activity in the period is omitted, not shown as zero.

Kit · Email

Subscribers

single number · over time

Kit subscribers at the end of each day, active and cancelled netted out. Excludes inactive, bounced and complained subscribers, so it differs from a Kit list count.

New subscribers

single number · over time

People who subscribed in Kit in the period.

Subscriber cancellations

single number · over time

People who unsubscribed from Kit in the period.

Broadcasts sent

single number · over time

Kit broadcasts sent in the period, by the day they went out.

Broadcast emails sent

single number · over time · broken down

Recipients of Kit broadcasts sent in the period.

Broadcast opens

single number · over time · broken down

Opens on Kit broadcasts sent in the period. Broadcasts with open tracking off are left out, not counted as zero.

Broadcast clicks

single number · over time · broken down

Every click on Kit broadcasts sent in the period (not unique clickers). Broadcasts with click tracking off are left out.

Broadcast unsubscribes

single number · over time · broken down

Unsubscribes attributed to Kit broadcasts sent in the period.

Net new subscribers

single number · over time

New subscribers minus cancellations in the period.

Broadcast unsubscribe rate

single number · over time

Unsubscribes attributed to Kit broadcasts as a share of emails sent, for broadcasts sent in the period.

Calendly · Bookings

Calendly meetings booked

single number · over time · broken down

Active meetings on the connected Calendly user’s calendar, counted on the day they start. Choose Next 7 days or Next 30 days to see what is booked ahead.

Calendly meetings canceled

single number · over time · broken down

Meetings on the connected Calendly user’s calendar that were canceled, counted on the day they were due to start.

Calendly invitees booked

single number · over time

People with an active booking on the connected Calendly user’s calendar, counted on the day their meeting starts. Group events count every invitee.

Calendly cancellation rate

single number · over time

Canceled meetings as a share of all meetings (booked and canceled) that started before today. A canceled meeting counts on the day it was due to start.

Calendly · Sales

Cash per Calendly meeting

single number · over time

Cash collected in SIGNL’s payment ledger (net of refunds) divided by Calendly meetings that started before today, over the same days. Money in the period over meetings in the period: it is not matched person by person.

WebinarJam · Webinars

WebinarJam registrants

single number · over time · broken down

People registered for scheduled WebinarJam sessions, counted on the day of the session they registered for. Choose Next 7 days or Next 30 days to see who has registered for upcoming sessions.

WebinarJam live attendees

single number · over time · broken down

Registrants who attended the live session, counted on the session day. Only sessions that have already happened are counted.

WebinarJam replay viewers

single number · over time · broken down

Registrants who watched the replay, counted on the day of the session they registered for. Keeps rising for a while after a session, so recent days are still settling.

WebinarJam room purchases

single number · over time · broken down

Registrants who bought from the live or replay room, counted once each on the session day. Keeps rising after a session while replay buyers arrive.

WebinarJam live show-up rate

single number · over time

Live attendees as a share of registrants, for sessions before today.

WebinarJam replay rate

single number · over time

Replay viewers as a share of registrants, for sessions before today. Keeps rising for a while after a session.

WebinarJam registrant-to-buyer rate

single number · over time

Registrants who bought from the live or replay room as a share of registrants, for sessions before today. Keeps rising after a session while replay buyers arrive.

Close · Sales

Close deals won

single number · over time · broken down

Opportunities marked won in Close, counted on the date Close records them as won.

Close won value

single number · over time · broken down

Value of one-time opportunities won in Close, in one currency: the one most of the recently synced one-time won deals were in. Deals in any other currency, and monthly or annual (recurring) deals, are left out so currencies and prices are never added together.

Close deals lost

single number · over time · broken down

Opportunities marked lost in Close, counted on the date Close records them as lost.

Close win rate

single number · over time

Deals won as a share of deals closed (won and lost) in the period, from Close. A deal counts on the day it was won or lost, so it is not followed from when it was created.

Close · Team

Close calls logged

single number · over time · broken down

Call activities logged in Close, answered or not, counted on the day the call happened. A call Close has no time for is not counted.

Close talk time

single number · over time · broken down

Total call duration logged in Close, counted on the day the call happened. Calls with no duration add nothing.

Close dials

single number · over time · broken down

Calls placed or logged in Close, counted on the day the call happened. The denominator of pickup rate.

Close connects

single number · over time · broken down

Calls in Close that lasted longer than 40 seconds, SIGNL's own rule for a call someone picked up (Close does not say). A short call is a dial but not a connect.

Close pickup rate

single number · over time

Connects as a share of dials in the period, from Close. A connect is a call over 40 seconds, SIGNL's own rule.

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