Welcome to Performance Insights

A Smarter, More Transparent Reporting Experience

Performance Insights is the next evolution of your reporting dashboard — designed to give you clearer, faster, and more actionable visibility into your marketing performance across every channel. You already rely on reporting to understand results, measure ROI, and guide decisions. Performance Insights builds on that foundation by bringing your data into a more modern, unified, and intuitive experience.

This isn’t new reporting.
It’s a better reporting experience.

Real-Time, On-Demand Transparency

Access up-to-date performance data whenever you need it — no waiting for reports or updates.

All Channels, One Unified View

SEO, digital advertising, and cross-channel performance brought together in a single dashboard.

Insights That Support Better Decisions

Spot performance shifts, trends, and opportunities earlier so conversations can focus on strategy — not just reporting.

Know Which Calls Are Real Leads

Not every call is a lead. AI Lead Qualification reviews every inbound call to your Coalmarch tracking numbers and filters out the noise — solicitors, wrong numbers, and people who are already your customers — so you can see a clean, accurate count of the calls that were genuinely ready to book.

It's a second, sharper number layered right into Performance Insights, alongside the metrics you already track. So when leads aren't turning into sales, you'll finally know whether it's a lead-quality question or something else — a conversation the data has never been able to have at scale, until now.

What is AI Lead Qualification?

AI Lead Qualification is an add-on to Performance Insights that uses AI to review every inbound call transcript and filter out solicitors, wrong numbers, and existing customers — giving you a cleaner, more accurate view of the calls that were genuinely ready to book.

How does it work?

Every inbound call to your Coalmarch tracking numbers is transcribed automatically, and our AI reviews each transcript to filter out the noise. Each qualifying call is then marked as sales-ready, giving you a clean, accurate lead count right in your Performance Insights dashboard.

What counts as an AI-qualified lead?

A call must come through a Coalmarch tracking number and meet all of the following: the caller expressed genuine interest in a service you offer, they appear to be in your service area, they are not an existing customer, and they are not soliciting, seeking employment, or calling for a non-sales reason.

Will I still see my traditional lead count?

Yes. Your traditional lead count stays intact and is still used for overall lead totals and cost-per-lead, keeping year-over-year comparisons consistent. The AI-qualified count is layered on top as additional, directional data.

Why does my AI-qualified count look lower than my traditional count?

That's expected — and it's the point. Your traditional count captures everyone who responded to your marketing, while your AI-qualified count reflects only the calls where someone was genuinely ready to book. The space between the two shows how much noise is in your inbound volume.

Does this change my Cost Per Lead?

No. Cost-per-lead is still calculated using your traditional lead count, so nothing changes in how that metric is reported.

Can AI qualify web forms and text messages too?

Not yet. The technology currently works with phone calls, since it relies on call transcription. Web forms and texts aren't something we can qualify through AI at this time.

How do I add AI Lead Qualification?

Reach out to your Account Strategist, and we'll get it set up on your dashboard!

Performance Insights was designed to support the way you actually use data:

Evaluate performance and ROI with confidence
Support internal reporting and stakeholder conversations
Understand how paid and non-paid channels work together
Identify opportunities and issues sooner
Have transparent access to results at any time

This dashboard is meant to be a shared source of truth — for you and your Coalmarch team. Performance Insights gives you a clearer view of your marketing performance so every decision is backed by real, reliable insight.

FAQs

What is Performance Insights?

Your Performance Insights reporting dashboard is your central hub for viewing your marketing performance with us. It provides real-time visibility into how your campaigns are performing across channels in one easy-to-use view.

Why did we introduce this dashboard?

We built this dashboard to give you clearer, more consistent insights into your marketing performance — without relying on static reports or emails. This allows you to check results anytime and better understand how your marketing investment is working for you.

How often is the data updated?

Data will sync daily and be fully up-t-date by 8 am EST every morning.

What metrics will I see in my dashboard?

Your dashboard highlights the most important performance indicators for your marketing program with Coalmarch, such as:

Marketing spend and pacing
Leads and conversions
Cost Per Lead
Traffic and engagement
Performance by marketing platform and vertical

Stay tuned for additional metrics coming later this year!

How should I use this dashboard during our meetings?

This dashboard will serve as the foundation for performance so we're all on the same page at any given time. Our best recommendation is to spend less time reviewing the data together and more time discussing what the data is telling us and how that translates into action items for our partnership.

You will get the most out of our partnership if you're reviewing data separate from our meetings.

Does this dashboard show sales data or ROI?

Yes. Your dashboard is designed to connect performance metrics to outcomes, helping illustrate how your marketing investment is driving results for your business. This is available if you use PestPac or RealGreen as your CRM. You can see more about ROI Reporting with Performance Metrics here.

What should I do if something doesn't look right?

If you notice something that seems off, reach out to your Account Strategist or contact support directly from your dashboard, and we’ll investigate.

Will new features be added over time?

Yes. This dashboard will continue to evolve as we enhance reporting capabilities and add new insights. What's in the works? Think LSA results broken down by dashboard, location specific breakdowns (for those on our subsite platform), and more!

If you have requests you'd like to see added to the platform, we're all ears! While our dashboards can be customized to your specific company, we always accept feature requests that are then evaluated to see if they fit into the greater vision of the platform.