Reporting & Analytics
The Reporting module turns the operational data flowing through the CRM into business intelligence. Every contact, project, invoice, time log, and conversation generates data — Reporting surfaces that data as charts, tables, and KPI summaries that answer the questions owners and managers actually care about: Where is the money coming from? Which jobs are most profitable? Which technician is performing best? Are customers coming back?
Reports are not static snapshots. Every report runs against live CRM data, so the numbers you see reflect the current state of the business at the moment you run the report. Date range filters, grouping controls, and drill-down capability let you move from a high-level revenue summary down to the individual job or technician that's driving a number in three clicks.
Reporting is designed for business owners who are not accountants. Charts come first; raw tables are secondary. KPI cards at the top of each report section show the key metric at a glance with a trend indicator — up or down compared to the prior period — before presenting the breakdown underneath.
Report Categories
Revenue Reports
| Report | Description |
|---|---|
| Revenue by Period | Total revenue billed and collected by day, week, month, quarter, or year |
| Revenue by Job Type | Breakdown by trade category or service type |
| Revenue by Technician | Total revenue generated per field tech or crew lead |
| Revenue by Lead Source | How much revenue is attributable to each acquisition channel |
| Invoice Aging | Outstanding invoice amounts grouped by aging bucket (current, 30, 60, 90+ days) |
Pipeline & Conversion Reports
| Report | Description |
|---|---|
| Lead Volume | New contacts and projects created per period |
| Pipeline by Stage | Count and value of projects in each status stage |
| Conversion Rate | Percentage of leads that convert to approved estimates |
| Estimate Win Rate | Percentage of sent estimates that are accepted |
| Average Time to Close | Days from Lead to Invoiced status, by job type |
Customer Reports
| Report | Description |
|---|---|
| Customer Retention | Customers with repeat jobs within 12 months vs. single-job customers |
| Customer Lifetime Value | Total revenue per customer across all projects |
| Review Score Trend | Average review rating over time from the review funnel |
| Referral Performance | New contacts and revenue generated by referral program participants |
Crew & Operations Reports
| Report | Description |
|---|---|
| Crew Utilization | Billable hours vs. available hours per technician |
| Job Duration vs. Estimate | Actual hours on job vs. estimated hours, by job type and tech |
| Rescheduling Rate | Percentage of jobs rescheduled after initial dispatch |
| GPS Compliance | Clock-in/out adherence within geofence, by technician |
Filters and Grouping
Every report supports:
- Date range — custom or preset (this week, last 30 days, this quarter, last year, etc.)
- Crew / technician — one, multiple, or all
- Job type — one, multiple, or all trade categories
- Lead source — website, referral, Google Ads, etc.
- Project status — filter by current or completed status
- Tag — any contact or project tags
Filters stack. Groups can be changed without losing filters — switch between "Revenue by Technician" and "Revenue by Job Type" while keeping the same date range and lead source filter active.
CRUD Operations
| Operation | Available | Notes |
|---|---|---|
| View | Yes | All reports accessible from the Reporting module; saved report configurations reload with the same filters |
| Create | Yes | Custom report configurations can be saved with a name and added to the dashboard as a KPI widget |
| Update | Yes | Saved report configurations can be renamed and filter settings updated; underlying data is live and cannot be manually edited from this module |
| Delete | Yes | Saved report configurations can be deleted; raw data is not deleted through the Reporting module |
Export Options
All reports export to:
- CSV — raw tabular data for import into Excel, Google Sheets, or accounting software
- PDF — formatted report with charts and KPI cards; suitable for presenting to a business partner, accountant, or lender
Exports are generated on-demand and emailed to the requesting user or downloaded directly.