Reports & dashboards

Your own analyses across all areas – like HubSpot’s reporting: freely assembled reports, several dashboards with a grid you can drag and resize, templates, sharing, TV mode and regular e-mails. Menu Reports (right below Dashboard; from the dashboard also through Custom dashboards). It needs no credentials and no extra package – the app draws all charts itself.

Creating a report

Reports → Create report (or + Report). You set things up on the left, and the preview on the right shows the result right away.

1. Choose the data source (see the table below).
2. Chart type: Number (with comparison to the previous period), Line, Area, Columns, Stacked, Bars, Pie, Donut, Funnel (e.g. pipeline stages), Heatmap (e.g. weekday × time of day), Table (sortable by clicking the column). When you switch, the builder sets matching groupings (Line → by date, Heatmap → weekday and hour, Funnel → stage).
3. Measures (up to 6): Count, calculated measures of the source (win rate, weighted revenue forecast, MRR, no-show rate …), sum/avg./min./max. of number fields, “Count unique”. Charts show the first measure (or all with the same unit), the table shows all.
4. Group by (up to 2): any field; date fields by day, week, month, quarter, year, weekday or time of day – always in the sub-account’s time zone. Empty days/weeks show as 0. With two groupings, the second becomes the series (stacked); more than 8 series are combined into “Other”.
5. Filters (up to 20): is / is not / is one of / contains / starts with / is empty; for numbers greater/less/between; for dates in the period (e.g. “Last 30 days”) / before / after; yes/no; “has tag”.
6. Period: which date field (e.g. Created on, Won on, Paid on) and which period: Today, Yesterday, This/Last week, Last 7/30/90/365 days, This/Last month, This/Last quarter, This/Last year, Last 12 months, All time, or from–to. Compare with the previous period sets the preceding period against every value; “This month” (up to today) is compared with the same days of the previous month, “Last 30 days” with the 30 days before. Keep this period on the dashboard keeps the report independent of the dashboard period (e.g. “Open pipeline value” across all data).
7. Sub-accounts: “This sub-account only” or “All my sub-accounts (agency)” (agency view; every source has the group Sub-account for this).
8. At most (top N): only the N largest groups.

At the top: switch between Table/Chart, CSV (for Excel: semicolon, decimal comma), Go to dashboard (existing or new), Save to library (name, description, visible to only me / team of this sub-account / all admins). Saved reports live under Library; other people’s reports can be saved as a copy.

Data sources

Source	Contents	Examples
Contacts	Source, Owner, City, Tags, “Has opportunity”, “Is customer”, first/last source (attribution)	Leads per source, Lead → deal
Opportunities	Pipeline, Stage, Status, Value, Currency, Weighted value, Probability, Loss reason, Expected close (also “overdue”), Created/Won/Lost/Closed on, Days to close, contact fields	Pipeline value per stage, win rate, revenue forecast (also per close month), loss reasons, deal velocity
Tasks	Owner, open/done, overdue, due/done on	Tasks per user, completion rate
Appointments	Calendar, Status, Origin, Duration, Lead time	No-show rate, show rate, cancellation rate
Messages	Channel, Direction, Status, Sent by, opened/clicked (people only), opened by machines	Messages per channel, open rate
Conversations	unread, starred, started on	new conversations per week
Calls	Direction, Status, answered, Team member, Duration	Calls per user, answer rate, call minutes
Invoices & payments	Type, Status, overdue (from the day after the due date, in the sub-account’s time zone), Subscription invoice, gross/net/tax, customer	paid revenue, open/overdue amounts
Revenue per product	Invoice lines with quantity and net revenue	Revenue per product
Subscriptions (MRR)	recurring invoices converted to a month	MRR, ARR, MRR per interval
Campaigns	Recipients per campaign	sent, open/click rate (people only; Apple Mail, proxies and scanners are listed separately as “Opened/Clicked by machines” – docs/email-tracking.md)
Form submissions	Form, contact fields	Submissions, conversion to deal/customer
Attribution (touchpoints)	Touchpoints by type, channel, source, medium, campaign, funnel	unique visitors per channel
Affiliate commissions	Partner, programme, status, amount	Commission per partner
Course enrolments	Course, status, started/completed	Completion rate

In addition there are “Companies”, a source for each custom object with its properties, and “Lead scores” (docs/objects.md). Other modules (e.g. tickets) can register sources of their own, see architecture.md.

Custom contact fields

The custom fields of contacts (Settings → Custom fields) are available in the Contacts source under Custom fields: number fields as a measure (sum, avg., min, max – e.g. “Sum of budget per package”, also as a dashboard building block), choice, yes/no, date and text fields for grouping and filtering. Each field applies only in the sub-accounts where it was created; new or changed fields are available immediately. Technical details: server/modules/report-custom-fields.ts (extends the contacts source in app.services.reportSources, field key cf_<key>).

Stage probability (weighted forecast)

Opportunities → Edit pipeline: to the right of each stage, the probability in % that a deal is won there. Empty = automatic by position (with 4 stages 20/40/60/80%). Won deals count as 100%, lost ones as 0%. The revenue forecast (weighted) is the sum of value × probability across all open deals. From now on the app records the won and lost date when the status changes; older deals use their last change.

Expected close, loss reason and currency

Every deal has an optional expected close date, a currency (default EUR) and – when it is set to “Lost” – a loss reason. The date drives the forecast by month (Sales dashboard: Forecast per expected close month, Living Boards template forecast_by_close_month); the filter Close overdue shows open deals whose date has passed. You pick the reasons from the pipeline’s list (Opportunities → Edit pipeline → Loss reasons, one reason per line; empty = default list) or write your own. Lost deals by reason (Sales dashboard, board template lost_reasons) groups by lost_reason with count and calc:lost_value. Amounts in different currencies are not converted: totals in the kanban appear side by side per currency, and in reports the grouping currency separates them.

The loss reason is required when switching to “Lost” – in the interface, through the API (lost_reason), MCP (ghl_update_opportunity), the REST hook move_stage and the mobile app. Workflow steps have a field “Loss reason”; if it stays empty, “Per Automation” is entered there (mobile app without an entry: “Per App”). Switching back to Open deletes the reason; deals lost before this update remain editable without a reason.

Dashboards

Reports → Dashboards shows your default dashboard (or the first one); at the top left you switch between all dashboards you may see.

• Filter row: period (applies to all widgets without a fixed period), sub-account or all, Auto refresh (1/5/15/60 minutes), With previous period, reload.
• Editing: drag widgets by the handle, resize them at the bottom-right corner (12-column grid, the others move along), change the title directly, ✕ removes. With the keyboard: focus the handle, move with the arrow keys, resize with Shift. + Widget fetches a saved report or opens the builder; the pencil on a widget edits it in the builder (Update widget).
• Sharing: only me, team of this sub-account or all admins. Shared dashboards are read-only for others, and each person sees only numbers from the sub-accounts and areas they have access to themselves. This is also where As my default dashboard is.
• TV mode: full screen for the screen in the office, refreshes at least every minute; Esc or ✕ ends it.
• On a phone, the widgets are stacked.

Templates

Reports → Templates → Dashboard from template creates with one click:

• Sales: open pipeline value, weighted revenue forecast, win rate, deal velocity, pipeline value per stage (funnel), forecast per stage, won revenue per month, deals per owner.
• Marketing: new leads, lead → deal, form submissions, open rate, leads per source, leads per week, campaign performance, form conversion.
• Revenue: MRR, paid revenue, open and overdue invoices, revenue per month and product, open invoices per customer, MRR per interval.
• Activity: calls, outgoing messages, completed tasks, answer rate, calls/messages/tasks per user, heatmap of incoming messages.
• Appointments: appointments, no-show, show and cancellation rate, appointments per calendar and per week, no-show rate per calendar, heatmap.

Schedules (report by e-mail)

On a dashboard, By email: daily, weekly (weekday) or monthly (day 1–28) at the chosen time, to up to 20 addresses. The e-mail contains the measures with the change from the previous period and every chart as a table with bars (no images, readable in any mail program) plus a link to the dashboard. Default period: yesterday / last week / last month. It is sent through the sub-account’s e-mail delivery (Settings → E-mail, SMTP); without SMTP it is only logged. The numbers are calculated with the permissions of the person who created the schedule. Reports → Schedules: preview, send now, edit, pause, delete; the result of the last send is shown there too.

Security & limits

• Every query is restricted to the user’s sub-accounts (admins: all, client logins: their own, API keys of a sub-account: only that one); client logins need the Dashboard permission and the permission of the respective area (e.g. Invoices & products for revenue sources).
• SaaS plans: areas that a sub-account’s plan does not include are also missing from its reports.
• All values are passed to the database as parameters, field names only from the source’s fixed list. At most 1000 groups per report, and a query aborts after 8 seconds (“Narrow the period or filter”).

API & MCP

REST under /api/reports/* (see api.md), MCP tools ghl_run_report (free-form report: source, measures, groupings, filters, period, comparison, agency view), ghl_list_dashboards and ghl_get_dashboard (all widgets with numbers, optionally another period).

# Pipeline value of open deals per stage
curl -X POST https://crm.example.com/api/reports/run -H "Authorization: Bearer $KEY" -H 'content-type: application/json' \
  -d '{"query":{"source":"opportunities","measures":["sum:value","calc:forecast"],"group_by":["stage"],"filters":[{"field":"status","op":"eq","value":"open"}],"range":"all"}}'