The dashboard is the first screen you see, and the numbers on it answer different questions at different speeds. Two of them are worth acting on daily; the rest are context. Here is what each actually measures.
The four cards along the top
Today's leads
Every lead created today, from every source — landing pages, webhooks, WhatsApp, Instagram, the API, and anything typed in by hand. It counts creation, not quality, so a spike here is not automatically good news. If it jumps without a campaign change, check Traffic Quality before celebrating.
This month, with the trend
Leads created this calendar month, and the change against the same measure last month. The arrow and percentage are the useful part — a raw count means nothing without something to compare it to.
One caveat worth knowing: early in a month this comparison is against a full previous month, so it will look alarming until a few weeks have passed. Read it from about the tenth onward.
Conversion rate (30 days)
The share of leads created in the last thirty days that have reached a stage you have marked as Won. Measured against all leads, not only those that reached a decision — leads still sitting untouched in the pipeline are part of what you generated, and excluding them would flatter a month where a lot of enquiries simply stalled.
Total revenue
The sum of deal values on leads marked Won. This is only as good as your deal-value data: if your team does not fill that field in, this card shows a fraction of what you actually earned. See tracking deal value if the number looks too low.
These four cards are cached for sixty seconds. That is deliberate — they are aggregate queries over your whole leads table and refreshing them on every page load would make the dashboard the slowest screen in the product. A lead added a moment ago appears instantly in the Leads list; it may take up to a minute to move these totals.
Sales pipeline
How many leads sit in each stage right now. This is a snapshot, not a flow — it tells you where things are, not how fast they are moving. A stage that is unusually full is either a bottleneck or a stage nobody remembers to move leads out of, and those look identical here.
For movement rather than position, use Response & Leakage.
Lead sources and top campaigns
Where your leads came from, by volume. Useful for spotting a channel that has gone quiet, and deliberately limited: volume alone does not tell you which source produces customers. A source generating half your leads and none of your revenue is your biggest problem, and this chart will show it as your biggest success.
For that comparison, use landing page performance, which ranks on win rate rather than volume.
Recent activity
The last ten things logged by your team — calls, emails, WhatsApp messages, notes, stage changes. Deliberately not cached, unlike the cards above, because this is the one part of the screen where staleness is immediately visible: someone logs a call, refreshes, and expects to see it.
Team performance
Leads assigned and won per person. Read it alongside response time rather than on its own — a rep with fewer wins may simply be receiving harder leads, and this table cannot tell the difference.
The two numbers to act on
If you only look at two things: conversion rate and whether today's leads is behaving normally. Everything else on this screen explains those two after the fact.
And if you want the number that most reliably predicts whether this month goes well, it is not on this screen at all — it is how quickly your team answers new leads. That lives in Response & Leakage.