Interpreting the metrics and formulas behind Invelo's Analytics Dashboard
The Analytics Dashboard in Invelo is designed to give you a clear, data-driven view of your real estate investing performance. Whether you're tracking marketing efforts, deal flow, or revenue, understanding the values shown and how they're calculated is essential for making smart, strategic decisions. This article breaks down each section of the Analytics Dashboard—explaining what each value means, where the data comes from, and how key metrics are calculated—so you can confidently use these insights to grow your business.
Prospecting
- Current record quality: View the number of prospects categorized by quality tier—High, Medium, Low, or Unknown. The quality is based on the type of list each prospect is assigned to.
- Current stacked list: See how many prospects appear on multiple lists. Prospects on multiple lists may indicate higher motivation and present better targeting opportunities.
- Current stacked indicators: Track how many prospects match multiple dynamic property indicators. The more indicators a property matches, the higher the potential motivation and investment opportunity.
- Automated property updates: Monitor vacancy and sale status changes for properties in your database. This section shows when changes occurred and how many properties became vacant or sold each month.
- Current prospecting overview: Get a snapshot of your active prospecting activity, including marketing engagement, newly added prospects, and those needing follow-up.
- Enrolled in marketing: The number of prospects currently enrolled in a marketing campaign, based on the total number of prospects currently in your database.
- Auto-adds: The number of prospects added to your database in the last 30 days using the auto-add feature in List Builder, based on the total number of prospects currently in your database.
- No communication: The number of prospect records with no outreach or engagement recorded, based on the total number of prospects currently in your database.
- Lost prospects: The number of prospect records marked as lost due to reasons like recently sold, do not contact status, or other disqualifications based on the total number of prospects currently in your database.
- Current missing data: Identify how many prospect records are missing primary contact details, helping you prioritize data cleanup efforts.
Marketing
- Marketing performance: Monitor the effectiveness of your marketing across all channels with insights into costs, pipeline activity, conversion rates, and ROI to measure impact and optimize your strategy. Quickly assess what’s working—and what’s not—so you can optimize for better outcomes.
- Pipeline metrics: Monitor the effectiveness of your marketing efforts by tracking key metrics such as total records sent, leads generated, leads closed, deals closed, and lost leads—organized by marketing channel. These metrics help you understand which channels drive the most meaningful engagement.
- Conversion rates: Measure the percentage of records that resulted in leads, closed deals, or lost opportunities, based on the total number of records sent through each channel. This helps identify the strongest channels and where leads are dropping off.
- Cost metrics: Analyze your marketing spend with detailed breakdowns, including cost per record sent, cost per lead, cost per deal, and cost per lost lead—available for each marketing channel. These cost insights help you evaluate the efficiency of each marketing effort.
- Results:
Evaluate overall performance by viewing total deal profit and marketing ROI per channel—clearly showing how much revenue was generated in relation to marketing investment. This lets you focus your budget on high-performing strategies.
- In-app marketing spend: View monthly marketing expenses by channel, based on when each cost was recorded. Use this data to stay on budget and adjust your campaigns in real-time.
- Persistence report: Analyze the effect of marketing persistence by tracking the number of touches it takes to convert prospects into leads and leads into deals. Use this insight to fine-tune your follow-up cadence and improve conversion efficiency.
Lead generation and conversion
- Lead pipeline flow: Track your leads based on their level of engagement—Hot, Warm, and Cold—to get a clear picture of how each group progresses through your pipeline. Easily compare key metrics like lead volume, appointment and offer activity, conversion rates, pipeline speed, and deal profit.
- Pipeline metrics: Quickly view the total number of leads, appointments, offers, and closed deals—grouped by lead temperature. This helps you gauge performance and activity levels across different lead categories.
- Pipeline velocity: Understand how efficiently leads move through your pipeline. This metric shows the average number of days it takes for a lead to go from new to closed, helping you assess the overall speed of your sales process.
- Conversion rates: Monitor how well your pipeline converts. View the percentage of leads that successfully move through each key stage, from lead to appointment, offer, and closed deal. This gives you a clear view of where you’re winning—and where leads are falling off.
- Appointment attendance rate: Get detailed appointment tracking by team member, including total appointments set, open, attended, canceled, and the cancellation rate. These insights help identify attendance trends and improve scheduling effectiveness.
- Lost opportunities: Learn from missed deals. This section tracks lost opportunities across prospects, leads, and deals, showing the total number of prospects, leads, deals—along with the potential profit missed. Use this data to refine your follow-up process and reduce missed opportunities.
Deal analytics
- Deal summary: Get a high-level view of your overall deal performance, broken down by deal type (e.g., wholesale, flip, rental). Key metrics include:
-
Total Deals: The number of completed deals within the selected time period.
-
Total Profit: Combined profit generated from all closed deals.
-
Average Profit per Deal: A quick way to assess deal quality and profitability.
-
Average Hold Time: See how long, on average, you’re holding properties before closing—helpful for understanding deal turnaround speed.
-
- Team leaderboard: Evaluate your team’s performance at a glance. The leaderboard shows key performance indicators for each team member:
-
Total Deals Closed: How many deals each member has completed.
-
Total Profit Earned: Overall profit generated by that team member’s deals.
-
Average Profit per Deal: Helps you assess deal quality per team member.
-
Average Hold Time: Understand how efficiently each member is moving deals from start to finish.
-
Need support?
In case you need any support with understanding analytics further, feel free to reach out to our support team by sending us a message through our in-app chat or an email at support@inveloapp.com.