Numbers are pulled DIRECTLY from GA4 and GoHighLevel every time you open the page. If something happened on the site 10 minutes ago — it's already here. The «↻ Refresh» button forces a fresh pull (without it, data is cached for 5 minutes to avoid hammering the APIs). The last-updated timestamp is shown in the header (NY time).

When you pick a different period (Last 7 days / Last 30 days / custom dates), the backend re-fetches GA4 and GHL for the new window. Takes 2–4 seconds. The «vs Prev» comparison is calculated against an equal-length window immediately before the selected one.

How many unique people visited fencenyfa.com in the selected period. One person = 1, even if they came back 5 times. This is the main traffic number.

The subset of Visitors who came to the site for the first time ever during this period. The rest are returning visitors. The First-time / Visitors ratio tells you whether you're reaching new audience or circling among the same people.

How many new contacts appeared in GoHighLevel during the period. This is the «raw inflow» of leads before any qualification.

New Leads ÷ Visitors. What share of unique site visitors submitted a form. Healthy benchmark for services is 2–5%.

Daily chart for the selected period. Lets you spot spikes (ads, newsletters) and dips (weekends, holidays).

Where people come from. This is the most useful breakdown for the business — shows what paid ads give you vs «word of mouth» (Direct + Referral) vs SEO (Organic Search). The % is shown on each slice; legend below has both % and absolute number.

Who actually submitted a form, and through what channel. Labels are precise: «Instagram Ads» vs «Facebook Ads» vs «Google Ads» (requires gclid) vs «Google Organic» (referrer=google.com without gclid) vs «Direct» (typed URL / bookmark / app-in-browser where referrer is stripped) vs «Manual (CRM)» (typed in by staff — usually from a phone call or walk-in). Pre-UTM leads default to «Direct». The classifier checks utmSource, utmMedium, gclid, fbclid, referrer, and only falls back to GHL's own rough label if none of those exist. Deployed Apr 21, 2026.

Which advertising campaigns drove leads (from the utmCampaign parameter). «(no campaign)» = leads without campaign tagging (direct, organic, manual, or un-UTM-tagged ads). Once Meta / Google Ads are connected with UTMs or auto-tagging, this table populates with real campaign names and lead counts. Useful to compare ad campaigns side-by-side: which one actually delivers.

Which page on the site people were on when they filled out the form. Different from «Top Pages» (which is traffic). Shows which pages convert — e.g. /get-started/ vs /special-event/ vs /contact/. Manual (CRM) entries are excluded — they don't have a real landing page. Click any path to open the live page in a new tab.

Most-visited pages in the period. The «vs Prev» column shows change compared to the equal-length window before (last 7 days vs previous 7 days). ▲ green = growth, ▼ red = decline.

«Sessions» = number of visits (one person can have several visits). For this business, it matters more how many different people came and from where than how many times each of them clicked. To keep the scorecards clean — we hid it. Let us know if you want it back.