Statistics and reports

Statistics is the complete picture of your sales operation: money, funnel, rankings and process quality, in one place. The whole page is built from two things you already have in TopClosers: the appointments coming from your CRM or scheduling tool, and the recorded calls scored against your sales manual.

What it is

A single dashboard that answers four questions in a row:

How much money is coming in?

Cash collected, average deal size, how it gets paid and what is still awaiting payment.

Where do you lose deals?

The funnel from booked appointment to closed sale, with per-stage conversion.

Who is performing?

The closer leaderboard, sorted by cash collected.

Is the process followed?

The team average per manual phase and the score trend over time.

The period and the comparison

You pick the period at the top right. There are three options:

Period	What it covers	Comparison
Last 30 days	The 30 days ending today	Against the 30 days immediately before
Last 90 days	The 90 days ending today	Against the 90 days immediately before
All time	Every bit of agency activity	No comparison

The comparison always works the same way: TopClosers computes the same metric over the previous window of equal length and shows the percentage change next to the number, labelled “vs. previous period”. If the previous window has no data — or the value was zero — there is no baseline to compare against and the change is hidden. All time has no previous window, so you will not see changes there.

Trend charts are bucketed by week for the 30- and 90-day periods, and by month for All time.

What you see

KPI row

Metric	What it means
Cash collected	Revenue from closed sales in the period. Only money already collected counts: a sale marked as awaiting payment does not add up here.
Close rate	Closes over calls with a decided outcome. The numerator is the sales (closed and awaiting payment); the denominator is those plus the lost ones. Calls with no outcome, a 2nd call or a follow-up are left out of the calculation.
Show rate	Attended appointments over past appointments — attended against attended plus no-shows. Cancelled ones are excluded.
Average score	The team average, out of 10, across the calls analyzed in the period.
Calls analyzed	Recorded calls scored in the period.
Call hours	Total recorded time in the period.

Sales funnel

Four stages, from booked appointment to closed sale, each with its conversion from the previous stage:

1. Appointments booked — every appointment in the period, whatever its status.
2. Showed up — appointments marked as attended.
3. Calls analyzed — the recordings that were scored.
4. Sales closed — calls with a sale outcome, collected or awaiting payment.

Below the funnel you get three context counters: no-shows, cancelled and open follow-ups.

More calls than appointments

Seeing more analyzed calls than attended appointments is normal: a recorded call may have no linked appointment, for example when it was booked outside the CRM. When that happens, the funnel says so. See Appointments to understand how the link is made.

Revenue

• Cash collected trend across the period.
• Payment mix: how much of the collected money came in paid in full, financed or as a subscription.
• Average deal size: the volume sold in the period divided by the number of sales. Sales awaiting payment do count here, because the ticket describes deal size, not cash in the bank.
• Sales, Commissions and Awaiting payment as supporting figures.

If there are sales recorded with no product assigned, the block flags it: those sales earn €0 in commission until you edit their outcome and pick the product. It is explained in Products and commission rules.

Closer leaderboard

One row per closer with activity in the period, sorted by cash collected — the number that matters most — and, on a tie, by score. Columns: Cash, Closes, Close rate, Score, Avg deal and Show rate.

The score is there as context, not as the goal: it explains why a closer closes more or less, it does not replace the money.

Process quality

Three views on how your sales manual is executed:

• Manual phases — the team average for each phase, weakest first. The weakest ones carry a “Focus area” badge.
• Score trend — the team average across the period.
• Won vs. lost — the average score of calls that ended in a sale against the ones that were lost. If won calls score higher, your manual is describing what actually works.

Objection handling

Which objections come up on your calls and how well the team rebuts each one, from 0 to 100. It has its own page: Objections.

Pending operations

Owner only. Three counters that point at work left to do: calls with no closer assigned, failed analyses and appointments with no outcome recorded. They are shortcuts to data hygiene: while appointments sit without an outcome, your close rate reads lower than it is.

Who sees what

Statistics is open to both roles, but it does not show the same thing:

	Agency owner	Closer
KPIs, funnel, revenue, quality, objections	The whole team, or one specific closer	Only their own calls and appointments
Closer selector	Yes, including the “Whole team” option	No
Closer leaderboard	Yes	No
Pending operations	Yes	No

Scope cannot be forced

A closer only ever sees their own numbers. The scope is pinned on the server from who is signed in: editing the browser address to request a teammate’s data does not work. If someone needs to see team figures, give them the owner role from Team.

Things to keep in mind

• Calls excluded from grading. When you mark a call as “Don’t grade”, it disappears from every score average: average score, manual phases, score trend, won vs. lost and the score column in the leaderboard. It still counts toward cash, outcome and call volume. That is the right way to pull an oddly recorded call out of the averages without erasing the money it produced.
• No outcome, no close rate. Calls with no recorded outcome enter neither the numerator nor the denominator. Recording outcomes is what makes half of this dashboard trustworthy.
• No scheduling integration, no full funnel. The booked and showed stages depend on GoHighLevel or Calendly. Without either, the funnel effectively starts at analyzed calls.
• Empty blocks are not errors. A section with no data in the period says so explicitly instead of showing zeros that would read as poor performance.
• Cash means collected, not sold. Cash collected only counts what has been paid. What is sold but unpaid lives in “Awaiting payment” and in Commissions.

Best practices

• Read the dashboard on the 30-day period to operate and on 90 days to decide: at 30 days one bad week distorts everything.
• Always start with the funnel: it tells you whether the problem is appointment volume, show rate or closing. Each one is fixed somewhere different.
• Use Won vs. lost to validate the manual. If lost calls score the same as won ones, the rubric is not measuring what decides the sale and needs a rewrite.
• Cross the leaderboard with Manual phases: if a closer closes little and their weakest phase matches the team’s, you have a group training topic, not an individual one.
• End the week with Pending operations at zero: appointments without an outcome and calls without a closer skew every percentage.
• Before drawing conclusions about a new closer, look at their number of analyzed calls: with three calls, an average means nothing.