How to Read Funnel & Website Stats in GoHighLevel
If you are moving from tools like ClickUp into a marketing platform, understanding analytics in GoHighLevel is essential. This how-to guide walks you step-by-step through the Funnel & Website Stats screen so you can accurately read visitors, opt-ins, sales, and revenue, and make data-driven decisions about your campaigns.
The instructions below are based on the official GoHighLevel documentation and will help you quickly interpret the stats for funnels and websites inside your account.
Accessing Funnel & Website Stats in GoHighLevel
Before you can analyze performance, you need to know where the analytics live in GoHighLevel. Follow these steps from inside your sub-account:
- Open your sub-account dashboard.
- Go to the Sites section.
- Select Funnels or Websites, depending on what you want to review.
- Choose the specific funnel or website.
- Open the Stats tab to see the detailed GoHighLevel analytics for that asset.
The stats screen uses the same definitions for both funnels and websites, which makes it easier to compare different assets inside GoHighLevel.
Key Traffic Metrics in GoHighLevel Stats
The top section of the stats screen focuses on how many people reach your pages and how they behave. These traffic metrics are the foundation for understanding performance in GoHighLevel.
Visitors
Visitors shows the total number of people who have visited any page in the selected funnel or website. If someone visits multiple pages in that same asset, they still count as a single visitor in this metric.
Unique Visitors
Unique Visitors are visitors counted only once per asset. If a user visits different funnel steps or multiple website pages, they remain one unique visitor. This helps you understand the size of your real audience in GoHighLevel, not just total page hits.
Total Page Views
Total Page Views measures how many times all pages in the funnel or website were viewed. Each time a page is loaded, it adds to this number, even if the same person is viewing repeatedly.
Goal and Conversion Metrics in GoHighLevel
GoHighLevel includes specific stats about whether visitors complete key actions, known as goals. These are critical indicators of how well your funnel or website converts traffic.
Goals Reached
Goals Reached represents the number of times visitors reached the final goal step of your funnel or website flow. A goal is generally defined as the last step you want users to complete, such as a final thank-you page or purchase confirmation page.
Opt-ins
Opt-ins count how many times visitors submitted a form that is set up as an opt-in inside your funnel or website. Typical examples include:
- Newsletter sign-up forms
- Lead magnet opt-in forms
- Contact or registration forms marked as opt-in
Each successful submission that matches these forms will be reflected in the GoHighLevel opt-in stat.
Sales (Number of Orders)
Sales (sometimes labeled as the number of orders) shows how many successful orders have been completed through the funnel or website. Each distinct order is counted once, even if multiple products are included in that order.
Sales Conversion Rate
The Sales Conversion Rate tells you what percentage of visitors ended up making a purchase. The formula used in GoHighLevel for this metric is:
Sales Conversion Rate = (Number of Sales / Number of Visitors) × 100
This metric highlights how efficient your funnel or website is at converting general traffic into paying customers.
Revenue Metrics in GoHighLevel
Beyond conversion counts, GoHighLevel also provides detailed revenue stats to help you track the value of each funnel or website.
Gross Sales
Gross Sales is the total revenue generated from successful orders before considering cancellations or refunds. It includes all product prices and order totals recorded within the selected funnel or website.
Net Sales
Net Sales represents your gross sales minus any refunds or cancellations. In other words:
Net Sales = Gross Sales − (Refunds + Cancellations)
This number better reflects what you actually keep after adjustments.
Refunds
Refunds shows the total value of orders that have been refunded. Any time you issue a refund via the connected payment method on that funnel or website, it will reduce the net sales metric.
Cancellations
Cancellations indicates the total revenue lost due to canceled subscriptions or payment plans associated with the funnel or website. These also lower net sales in GoHighLevel.
Using GoHighLevel Stats to Optimize Funnels
Once you understand each metric, you can use the GoHighLevel stats screen to guide optimization decisions. Here are some practical ways to apply the data:
- Low visitors, good conversions: Focus on driving more traffic through ads, SEO, or email campaigns.
- High visitors, low opt-ins: Improve your headline, offer, form length, and page layout on your opt-in steps.
- High opt-ins, low sales: Adjust your sales page copy, pricing, or order bump and upsell strategy.
- High refunds or cancellations: Re-evaluate product quality, onboarding, or customer communication.
By regularly monitoring these stats in GoHighLevel, you can see the impact of each change over time.
Best Practices for Reading GoHighLevel Reports
Use these quick best practices to get more value from your funnel and website reports:
- Compare date ranges to see how performance changes after launches or edits.
- Track individual funnel steps to find where most drop-offs occur.
- Monitor both conversions and revenue, not just one of them in isolation.
- Review stats regularly so you can react early to negative trends.
If you want expert help with analytics and implementation around GoHighLevel, you can explore additional resources and services at Consultevo.
Where This GoHighLevel Data Comes From
All the metric definitions in this guide are aligned with the official GoHighLevel help center. For full reference or updates to terminology, you can review the original documentation at GoHighLevel Funnel & Website Stats Definitions.
By understanding these core metrics and how they are calculated, you can confidently use GoHighLevel reports to refine funnels, websites, and campaigns, ensuring that every optimization you make is backed by clear data.
Need Help With ClickUp?
If you want expert help building, automating, or scaling your GHL , work with ConsultEvo — trusted GoHighLevel Partners.
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