Spent, Made and Return

The first block on the Dashboard, headed What you spent, what you made, answers the question most owners ask first: what did I spend, what did I make, and what was the return. It shows three figures, Spent, Made and Return, for one calendar month and for the paid channels you choose.

What the three figures are built from

• Spent: The ad spend recorded for the month on the channels you selected, entered by you or imported from Google Ads. The Paid Search figure is the imported one while the Google Ads card is connected. It is the same spend the Cost per lead and ROAS panel uses.
• Made: The value of the leads from those channels that you marked won in the month: the amount of their jobs when they have any, the estimate you typed otherwise, or the revenue measured from your CRM when one is connected. The number of leads it came from is shown underneath. Made is shown whether or not you have entered spend for the month.
• Return: What you made for every dollar you spent on ads that month, on the channels you selected. It is shown as a multiple with the line for every $1 you spent, and only when the month has spend and at least one lead matched to it; otherwise the block says why instead of showing a figure.

Under the row, one sentence says what Made is built from. It is one of three: Made is the value of your won leads and job amounts. Made is measured from your CRM. Made is part measured from your CRM, part the values you entered. The last appears when the selected channels mix a month measured from the CRM with values you entered.

Why it is always a whole month

Ad spend is recorded per calendar month, so the block asks for exactly one whole month and adds up Made over that same month. Spend for a full month is never set against leads from part of one, which would make the return look better or worse than it was. The caption under the heading names the month the figures cover, followed by what the selected platform includes. Use the arrows either side of the month name to move back a month at a time; the forward arrow stops at the current month, which is what the block opens on.

What each message means

• Spent reads Add your spend and Return shows -: nothing has been entered for that month on the selected channels. The note reads Add what you spent this month to see your return. An Add ad spend link takes you to Analytics to enter it. Made still shows what you made.
• Return shows - with a Spent figure: spend is recorded but no lead of that month was matched to those channels, so there is nothing to divide. The note reads No leads matched to this spend yet, so there is no return to show.
• Return shows a real zero: the month has spend and matched leads, and none of them has been marked won yet. That is a measured result, not a missing one, and the note reads No jobs won yet from this spend.
• All three figures show: the note reads Spend and revenue both cover this whole month.

If the address names a channel that never carries spend, Spent reads Not tracked here, Return shows -, and the note reads Spend is only recorded for paid channels. If the figures cannot be loaded, the block says Could not load these numbers. Refresh to try again.

The platform selector

The selector at the top right narrows all three figures to one paid channel, or sums them with All paid, whose caption reads Every channel you enter spend for. The channels are the same three the spend table uses, and the caption names what each contains:

• Paid Search: Google Ads, Microsoft Ads, Local Services Ads.
• Paid Social: Meta (Facebook, Instagram), TikTok, LinkedIn ads.
• Paid Other: Display, retargeting, and other paid channels.

Below the block, See cost per lead by channel opens Analytics, where the same figures are broken down per channel with cost per lead.

Two revenue figures on one screen

The Won revenue tile lower on the Dashboard counts every lead marked won in the Dashboard's own date range, whatever its channel. Made is one calendar month and the channels you selected. The two are meant to differ, which is why the block always states what Made is built from.

The address keeps your choices, and Safe Mode

The month and the platform live in the page address, so a reload or a link you share opens the same month and the same platform; stepping through months does not fill your browser's back button. A month that is not a real one falls back to the current month, and choosing All paid clears the platform from the address. With Safe Mode on, Spent and Made are blurred; the Return multiple, the month and the notes are not.