92. Custom Reports - wlasne raporty

Poziom: Zaawansowany | Czas: 8 min

Custom Reports = pelna kontrola nad metrykami. Tworzysz dashboardy dokladnie pod swoj biznes, nie tylko standardowe raporty GHL.

Dlaczego custom reports?

STANDARD GHL REPORTS (dobre, ale generyczne):
- Lead sources
- Email open rates  
- Pipeline conversions
- Call activity

CUSTOM REPORTS (dopasowane do CIEBIE):
- ROI per kampania + geografia
- Custom fields (specyficzne dla branzy)
- Cross-functional data (marketing + sales + support)
- Composite metryki (LTV/CAC ratio)

Pełna elastyczność!

GHL Report Builder

Reporting -> Custom Reports -> Create New

KROK 1: Wybierz zrodla danych

DATA SOURCES:
- Contacts (demographics, tags, custom fields)
- Opportunities (deals, pipeline stages, values)
- Appointments (booked, showed, no-show rates)
- Emails (sent, opened, clicked, bounced)
- SMS (delivered, replied, cost)
- Calls (inbound/outbound, duration, recordings)
- Forms (submissions, conversion rates per page)
- Workflows (started, completed, goals achieved)
- Payments (transactions, revenue, refunds)

Mozesz LACZYC wiele zrodel!

Przyklad 1: Marketing ROI Report

CEL: Sledzic ROI per traffic source

METRYKI:

Traffic Source | Leads | Deals | Revenue | Ad Spend | ROI
---------------|-------|-------|---------|----------|-----
Google Ads     | 150   | 15    | 15000   | 3000     | 5X
Facebook Ads   | 200   | 10    | 10000   | 2500     | 4X
Organic Search | 50    | 8     | 8000    | 0        | INF
Referrals      | 30    | 12    | 12000   | 200      | 60X

INSIGHT: Referrals najlepszy ROI - wzmocnij referral program!

SETUP W GHL:
1. Data: Contacts (source via UTM)
2. Join: Opportunities (deal value)
3. Custom Field: "Ad Spend" (manual OR API import)
4. Formula: (Revenue - Ad Spend) / Ad Spend = ROI
5. Group By: Source
6. Sort: ROI descending

Przyklad 2: Sales Performance Dashboard

CEL: Track individual rep performance

METRYKI PER REP:

Rep Name  | Calls Made | Connects | Appts Set | Deals | Close Rate | Avg Deal
----------|------------|----------|-----------|-------|------------|----------
Jan K.    | 120        | 45 (38%) | 18 (40%)  | 6     | 33%        | 2500 zl
Anna N.   | 95         | 40 (42%) | 20 (50%)  | 9     | 45%        | 3200 zl
Piotr Z.  | 150        | 50 (33%) | 15 (30%)  | 4     | 27%        | 1800 zl

INSIGHTS:
- Anna: Highest close rate (45%) - best qualifier!
- Piotr: Most calls but lowest conversion - needs training
- Jan: Balanced performer

SETUP:
1. Data: Calls (assigned to user)
2. Join: Appointments (booked by user)
3. Join: Opportunities (owner = user, stage = won)
4. Metrics: COUNT calls, appts, deals + AVG deal value
5. Formulas: Close rate = Deals / Appts
6. Group By: User
7. Date Range: Last 30 days

Przyklad 3: Customer Lifecycle Report

CEL: Ile czasu od lead do customer?

STAGES:

Lead -> MQL -> SQL -> Opportunity -> Customer

AVG DURATION:
Lead -> MQL: 3 dni
MQL -> SQL: 7 dni  
SQL -> Opportunity: 2 dni
Opportunity -> Customer: 14 dni

TOTAL: 26 dni average sales cycle

BOTTLENECK: Opportunity -> Customer (14 dni)
ACTION: Focus na closing skills training

SETUP:
1. Data: Opportunities (all stages)
2. Metrics: 
   - Date entered each stage (custom fields OR GHL auto-tracking)
   - Calculate: Stage Duration = Date(Stage B) - Date(Stage A)
3. AVG per stage
4. Visualize: Funnel chart

Building a custom report (krok po kroku)

Krok 1: Define Goal

NIEPRAWIDLOWY cel: "Chce raport o leadach"
DOBRY cel: "Chce widziec ktore landing pages generuja najwyzszy LTV (lifetime value) klientow"

Specific = actionable insights!

Krok 2: Choose Data Sources

Dla LTV per landing page potrzebuje:

PRIMARY: Contacts (original landing page URL)
JOIN 1: Opportunities (total revenue per contact)
JOIN 2: Custom Field "LTV" (calculated OR manual)

GHL: Drag & drop data sources do report builder

Krok 3: Select Metrics

DIMENSIONS (Group By):
- Landing Page URL

MEASURES (Aggregate):
- COUNT(Contacts) = Total leads
- COUNT(Deals Won) = Customers
- SUM(Deal Value) = Total revenue
- AVG(LTV) = Average lifetime value
- Conversion Rate = Customers / Leads

CALCULATED:
- Revenue Per Lead = Total Revenue / Total Leads

Krok 4: Add Filters

OPTIONAL FILTERS:

Date Range: Last 90 days (recent data)
Lead Status: Exclude "Spam", "Unqualified"
Deal Stage: Won only (exclude lost/open)
Geography: Poland only (if multi-country)

Filters = cleaner data = better insights

Krok 5: Visualization

CHOOSE FORMAT:

Table: Best for detailed data (numbers)
Bar Chart: Compare categories (sources, reps)
Line Chart: Trends over time (monthly revenue)
Pie Chart: Proportions (lead source distribution)
Funnel: Conversion stages (lead -> customer)

GHL: Click "Visualization Type" -> Select

Krok 6: Schedule & Share

AUTOMATION:

Schedule: Send raport email...
- Daily @ 8 AM (to sales team)
- Weekly Monday (to management)
- Monthly 1st (to executives)

Recipients:
- jan@firma.pl
- anna@firma.pl
- boss@firma.pl

Format: PDF OR Excel OR link to live dashboard

SET IT & FORGET IT!

Zaawansowane: Calculated Fields

GHL pozwala tworzyc CUSTOM FORMULAS:

PRZYKLAD 1: Customer Acquisition Cost (CAC)

Formula: Ad Spend / New Customers
Setup:
- Field 1: SUM(Ad Spend) [custom field]
- Field 2: COUNT(Opportunities WHERE stage=won AND created_date=this_month)
- Calculation: Field1 / Field2
Result: CAC = 500 zl per customer

PRZYKLAD 2: LTV/CAC Ratio

Formula: Lifetime Value / Customer Acquisition Cost
Healthy ratio: 3:1 (LTV powinno byc 3X CAC)
Setup:
- Field 1: AVG(LTV) [custom field per contact]
- Field 2: CAC (from above)
- Calculation: Field1 / Field2
Result: 4.5:1 (healthy!)

PRZYKLAD 3: Lead Velocity Rate (LVR)

Formula: (Leads This Month - Leads Last Month) / Leads Last Month × 100
Shows: Growth rate month-over-month
Setup:
- Field 1: COUNT(Contacts WHERE created = this_month)
- Field 2: COUNT(Contacts WHERE created = last_month)
- Calculation: ((Field1 - Field2) / Field2) × 100
Result: +15% growth MoM (good!)

Najlepsze praktyki

1. START SIMPLE:
   Nie twórz 50-metric monster dashboard
   Zacznij od 3-5 KEY metrics

2. ACTIONABLE METRICS:
   Kazda metryka powinna prowadzic do ACTION
   "Conversion rate 2%" -> ACTION: A/B test landing page

3. COMPARE PERIODS:
   Zawsze pokazuj: This Month vs Last Month
   Trend = context!

4. SET BENCHMARKS:
   "Email open rate 25%" - dobre czy zle?
   BENCHMARK: Industry average 20-25% -> OK!

5. AUTOMATE ALERTS:
   IF metric spada powyzej X% -> Email alert
   Example: "Alert: Conversion rate dropped 30% this week!"

6. REVIEW REGULARLY:
   Weekly review dashboardu z teamem
   "Co WYNIKA z tych liczb?"
   Data bez action = waste!

Common Reports (Templates)

1. Executive Summary Dashboard

TOP-LEVEL METRYKI (CEO/Owner):

- Total Revenue (this month vs last)
- New Customers (MoM growth %)
- Customer Acquisition Cost (CAC)
- Lifetime Value (LTV)
- LTV/CAC Ratio
- Churn Rate
- Monthly Recurring Revenue (MRR) - if subscription

ONE PAGE overview

2. Marketing Performance

MARKETING TEAM:

- Leads generated (by source)
- Cost per lead (by channel)
- Lead-to-customer conversion rate
- ROI per campaign
- Email metrics (open, click, conversion)
- Landing page conversion rates
- Traffic sources (organic, paid, referral)

3. Sales Activity

SALES TEAM:

- Calls made (per rep)
- Appointments set
- Deals created
- Deals won/lost
- Average deal size
- Sales cycle length
- Win rate %
- Pipeline value

4. Customer Success

RETENTION/SUPPORT:

- Customer satisfaction score
- Support tickets (open/closed)
- Response time (avg)
- Churn rate
- Upsell/cross-sell revenue
- Product usage metrics
- NPS score

Export & Integration

EXPORT OPTIONS:

1. CSV/Excel:
   Download -> Analyze w Excel/Google Sheets
   
2. PDF:
   Print-friendly dla executive presentations
   
3. API:
   Pull data programmatically (developers)
   Integrate z BI tools (Tableau, Power BI)

4. Google Sheets Integration:
   Auto-sync GHL data -> Google Sheet
   Collaborate z teamem w real-time

5. Zapier/Make:
   Trigger actions based na report data
   Example: "IF CAC > 1000 -> Slack alert"

Troubleshooting

PROBLEM: "Report pokazuje 0 danych"
FIX: 
- Check date range (za waski?)
- Check filters (za restrictive?)
- Verify data sources connected
- Test z simplified version

PROBLEM: "Liczby nie zgadzaja sie"
FIX:
- Check for duplicate contacts (merge!)
- Verify JOIN conditions (correct keys?)
- Check formula syntax
- Compare z standard GHL report (baseline)

PROBLEM: "Report loading wiecznie"
FIX:
- Reduce date range (less data)
- Remove complex calculations  
- Split into multiple smaller reports
- Contact GHL support (performance issue?)

Checklist

☑ Cel zdefiniowany (co chcesz mierzyc?)
☑ Data sources wybrane (contacts, deals, etc.)
☑ Metrics okreslone (COUNT, SUM, AVG, etc.)
☑ Filters dodane (date range, status, etc.)
☑ Visualization type wybrany (table, chart, etc.)
☑ Calculated fields utworzone (if needed)
☑ Report przetestowany (verify liczby)
☑ Schedule skonfigurowany (auto-send)
☑ Recipients dodani (kto otrzymuje?)
☑ Review cadence ustalony (weekly check)
☑ Action plan (co robic z insights?)

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Nastepny krok: 93. Attribution Tracking