Reports overview
What each report shows and how to filter, compare and share them.
By the end of this page you'll know which report answers which question, and how to slice any of them by date, channel, treatment, location or team member.
Finding your way around
Open Reports in the sidebar. The reports sidebar groups everything into six categories; /reports reopens the last report you viewed (the Practice snapshot on first visit).
Every report is built from the same blocks:
- KPI tiles — each headline number is compared against the preceding period of equal length.
- Charts — trends and breakdowns, often split by channel or another dimension.
- Breakdown tables — the per-source, per-treatment or per-person detail behind the charts.
The reports
Overview
| Report | What it answers |
|---|---|
| Practice snapshot | The headline numbers in one place: new leads, conversion, revenue won, appointments and speed to lead — each against the previous period |
| SEO weekly digest | Local visibility, tracked search leads and value, completed SEO actions, current recommendations and retained wins |
| Ads weekly digest | Weekly ad spend and platform-claimed results next to CRM truth: attributed leads, bookings, won value and ad-lead response time (needs the SEO & Ads add-on) |
Leads
| Report | What it answers |
|---|---|
| Lead volume | New treatment enquiries over time, split by channel |
| Lead sources | Where enquiries come from: channel mix, top sources and how each source converts |
| Attribution (UTM) | Marketing touches by UTM source and campaign, with the journeys, wins and revenue attributed to each first touch |
Conversion
| Report | What it answers |
|---|---|
| Conversion funnel | How many journeys from the selected cohort reach each stage of the pipeline, stacked by channel |
| Conversion summary | Per treatment: enquiries received → contacted → booked → attended → won, with conversion rates |
| Speed to lead | How fast enquiries get their first contact: averages, distribution and per-owner response times |
| Lost journeys | Journeys marked lost: trend, reasons and the stage they were lost from, with the potential value that walked away |
Revenue
| Report | What it answers |
|---|---|
| Revenue summary | Value of journeys won over time — confirmed vs estimated — plus deal counts and average deal size |
| Revenue by treatment | Which treatments the won value comes from |
| Pipeline value | The value currently sitting in the open pipeline by stage, raw and probability-weighted |
Value & retention
| Report | What it answers |
|---|---|
| Patient value | What a patient is worth over their life, whether that value compounds, and which sources bring the valuable ones |
| Retention & recall | Whether patients come back after the treatment they came for, how long they take, and who has stopped coming |
These two work differently from every other report — see Patient value and retention.
Appointments
| Report | What it answers |
|---|---|
| Appointment volume | Appointments taking place over time, by status |
| Attendance | Show rate, no-shows and cancellations — overall, over time, by appointment type and for first visits |
Team
| Report | What it answers |
|---|---|
| Team activity | Outbound calls, messages and completed tasks per team member |
| Team conversion | Per owner: leads worked, contact rate, win rate and revenue from their cohort |
| Practitioner performance | Journeys, conversion and won revenue per practitioner |
Filtering
The chip bar at the top of every report offers the filters that report honours — up to: Date, Board, Treatment, Channel, Lead source, Location, Owner and Practitioner. Click a chip, pick values, and the report reloads.
Things to know:
- The date window defaults to the last 30 days, in your practice's timezone. Clearing the date chip returns to that default. Patient value and Retention & recall open on the last 24 months instead — they need years to say anything.
- Each report states its date basis next to the filter bar — "by lead created date", "by close date", "by appointment date" — so you know which date the window slices on. Cohort reports follow journeys created in the window wherever they end up.
- Pipeline value is point-in-time — it shows the pipeline as of now, so the date filter doesn't apply.
- Filters live in the URL. Copy the address bar to share the exact slice you're looking at; it survives reloads.
Time grain
Reports with a timeline offer a Day | Week | Month toggle above the charts. Weeks start on Monday. Reports without a trend chart don't show the toggle, and the two cohort reports are always monthly — a cohort row is a calendar month by definition.
Comparisons
Every KPI tile shows the change against the preceding window of equal length — a 30-day window compares to the 30 days before it. Some tiles have no comparison (point-in-time values and derived rates); those show the value alone.
On the two cohort reports most tiles deliberately show no comparison, because a cohort keeps earning after you measure it and comparing a young one against an older one would always flatter the older. Patient value and retention explains which tile does compare, and why it's the only fair one.
Schedule an email digest
Open the report and click Schedule email. The subscription keeps the current report, filters and time grain, and sends a compact digest with a signed-in link back to the live report.
Choose a recipient, timezone and a daily, weekly or monthly schedule. Team managers can schedule for another member who still has report access; other report viewers can schedule only for themselves. Send test queues a one-off digest without changing the next scheduled run.
You can pause, resume, edit or delete a subscription from the same dialog. SmileLine recalculates wall-clock delivery across daylight-saving changes and can retry a recent delivery failure without sending a burst. It does not send reports that fell due while the practice subscription was stopped. Delivery failures are recorded against the subscription and the most recent error is shown in its dialog; a run of failures never switches the subscription off on its own, so a provider outage cannot silently end a practice's reporting.
If a recipient leaves the practice, SmileLine disables their subscription and clears the recipient before removing their team membership. Past delivery history remains available to managers, but no further digest is queued until a manager selects a current team member and re-enables the subscription.