The dashboard is a summary, not an analysis. It tells you what happened. Your job is to decide what it means in context — compared to last period, compared to your goals, compared to what you expected based on what you ran.
What Each Section Shows
Contacts Added
New contacts created in the selected period. Your top-of-funnel metric. A drop here means either fewer people are finding you or your lead capture is broken.
Pipeline Value
Total monetary value of all open opportunities broken down by stage. A forward-looking indicator, not actual revenue. Real revenue lives in your Orders dashboard.
Appointments
Bookings, confirmations, and completions. Track your show rate: completed divided by confirmed. Below 60% means your reminder sequence needs attention.
Revenue
Total payments processed in the period. Cross-reference with your Stripe dashboard for reconciliation. These should match within the same timezone.
Reading the Data Correctly
Never read absolute numbers in isolation. Always compare to the previous period. A 20% drop in bookings during a week where you did not promote anything is expected. The same drop during an active campaign is a signal worth investigating.
Pick two or three metrics most connected to your current goal and monitor those consistently. For a launch period: contacts added and bookings. For an established program: course completion rates and email open rates.
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