Definitions
What every channel, number and term on the dashboard means, and why it matters. The same wording appears when you hover the i icons on the dashboard.
Channels (GH Source / Medium)
Direct
What it means — Someone typed the web address, used a bookmark, or clicked a link with no tracking on it (a PDF, a text, some email or AI apps).
Why it matters — Often people who already know The Academies. Rising Direct with more purchases usually means word of mouth is working.
Paid Search
What it means — Clicks on Google Ads search ads.
Why it matters — Shows what the ad budget brings in. Compare its meeting and download rates to the free channels.
Cross-network
What it means — Google Ads campaigns that run across several Google placements at once (Search, YouTube, Gmail, Display).
Why it matters — Usually reach, not leads. Judge it on downloads, not visits.
Organic Search
What it means — Unpaid clicks from Google, Bing and other search results.
Why it matters — Free traffic that grows with good website content. A steady rise means the blog and pages are ranking.
What it means — Clicks from emails. hs_email = The Academies' own HubSpot emails; icf = the ICF sponsorship emails.
Why it matters — Your warmest audience. Low results here point to the email offer, not the audience.
Referral
What it means — Clicks from a link on another website, like a partner, a directory or an article.
Why it matters — Shows which outside sites send real interest. Some booked meetings may show here because of how the booking page works.
Organic Social
What it means — Unpaid clicks from LinkedIn, Facebook, Instagram, X, TikTok, Pinterest or YouTube posts.
Why it matters — Shows whether social posts send people to the site, not just likes.
Organic Video
What it means — Unpaid clicks from video, mostly YouTube.
Why it matters — Video viewers who come to the site are often ready to learn more. Small numbers, high intent.
Organic Shopping
What it means — Unpaid clicks from Google Shopping listings.
Why it matters — Shows whether product listings bring buyers without ad spend.
AI Assistant
What it means — Visits from AI tools like ChatGPT, Perplexity, Claude, Gemini and Copilot.
Why it matters — Small but high intent. Some AI visits also land in Direct, so this is the minimum.
Unassigned
What it means — Visits Google Analytics could not place in any channel, often links with partial tracking or returns from the Shopify checkout.
Why it matters — If this grows, a link somewhere is tagged incorrectly.
Overview
Sessions
What it means — A visit to the website. One person can visit several times.
Why it matters — The top of the funnel. More visits only matter if downloads and meetings follow.
Users
What it means — The number of different people (devices) who visited.
Why it matters — Shows reach. Sessions much higher than users means people come back.
Meetings booked
What it means — People who booked a call through HubSpot meetings.
Why it matters — The clearest sign of a future student.
Key asset downloads
What it means — Completed forms for a prospect inquiry, excerpt or resource. Newsletter signups are counted separately.
Why it matters — Each one is a new or returning contact you can follow up with.
Purchases
What it means — Completed Shopify checkouts.
Why it matters — Revenue. Most course buyers visit several times before buying.
Chats started
What it means — Visitors who sent a first message in the website chat.
Why it matters — People with a question right now. Fast replies matter.
Chat emails submitted
What it means — Chat visitors who gave their email address.
Why it matters — A lead you can follow up with by email.
Previous period
What it means — The same number for the period of equal length just before the dates you picked.
Why it matters — Gives a fair comparison to see if things are improving.
Change
What it means — The percent difference between this period and the previous period.
Why it matters — A quick read on direction: up is green, down is red.
Goal Tracking
Actual
What it means — What happened in the dates selected.
Why it matters — Compare against the target lines.
Conservative
What it means — The three monthly targets set at the start of the engagement.
Why it matters — Targets cover whole months, so a partly finished month will look behind.
Moderate
What it means — The three monthly targets set at the start of the engagement.
Why it matters — Targets cover whole months, so a partly finished month will look behind.
Aggressive
What it means — The three monthly targets set at the start of the engagement.
Why it matters — Targets cover whole months, so a partly finished month will look behind.
Download rate
What it means — Results for every 100 visits.
Why it matters — Tells you if the site turns visits into action, even when traffic changes. A channel with few visits but a high rate is worth growing.
Meeting rate
What it means — Results for every 100 visits.
Why it matters — Tells you if the site turns visits into action, even when traffic changes. A channel with few visits but a high rate is worth growing.
Purchase rate
What it means — Results for every 100 visits.
Why it matters — Tells you if the site turns visits into action, even when traffic changes. A channel with few visits but a high rate is worth growing.
Month
What it means — The calendar month for the row.
Why it matters — Lets you compare progress against each month's targets.
Key Asset Downloads
Asset
What it means — The resource, excerpt or form.
Why it matters — Shows which content pulls people in.
Group
What it means — Prospect = asking about a program. Excerpt = a sample from a course. Resource = a free guide or tool.
Why it matters — Prospects are closest to buying; resources are earliest.
Downloads
What it means — Times this item was downloaded or the form was sent.
Why it matters — Shows which content draws the most interest.
Where downloads came from
What it means — The channel the person arrived from before downloading.
Why it matters — Shows which channels bring people who take action.
Weekly Trends
Newsletter signups
What it means — Meetings, downloads and newsletter signups counted by week.
Why it matters — Spikes usually line up with an email or campaign. Use it to see what worked.
Shopify Funnel
Product viewed
What it means — People reaching each shopping step, each counted on its own. A later step can be higher than an earlier one.
Why it matters — The biggest drop between steps shows where buyers get stuck.
Added to cart
What it means — People reaching each shopping step, each counted on its own. A later step can be higher than an earlier one.
Why it matters — The biggest drop between steps shows where buyers get stuck.
Checkout started
What it means — People reaching each shopping step, each counted on its own. A later step can be higher than an earlier one.
Why it matters — The biggest drop between steps shows where buyers get stuck.
Purchased
What it means — People reaching each shopping step, each counted on its own. A later step can be higher than an earlier one.
Why it matters — The biggest drop between steps shows where buyers get stuck.
Purchase revenue
What it means — Total value of completed Shopify orders.
Why it matters — The bottom line for the period.
Landing page
What it means — The first page someone saw on the site.
Why it matters — Shows which pages start the visits that lead to results.
Purchases By Source
Item purchased
What it means — The Shopify product bought.
Why it matters — Shows what people are buying.
Quantity
What it means — The number of units sold.
Why it matters — Volume of sales for each product.
Revenue
What it means — Money from those sales, in dollars.
Why it matters — The direct financial result.
GH source / medium
What it means — Where the visitor came from, using Green Hearted's custom channel groups.
Why it matters — Ties sales and results back to the work driving them.
Google Ads
Spend
What it means — Money spent, times ads were shown, and clicks on the ads.
Why it matters — Spend should rise only when downloads, meetings or purchases rise with it.
Impressions
What it means — Money spent, times ads were shown, and clicks on the ads.
Why it matters — Spend should rise only when downloads, meetings or purchases rise with it.
Clicks
What it means — Money spent, times ads were shown, and clicks on the ads.
Why it matters — Spend should rise only when downloads, meetings or purchases rise with it.
CTR
What it means — Spend divided by clicks. CTR = clicks for every 100 times an ad was shown.
Why it matters — A low CTR means the ad is not catching interest.
Avg. cost per click
What it means — Spend divided by clicks. CTR = clicks for every 100 times an ad was shown.
Why it matters — A low CTR means the ad is not catching interest.
Key asset downloads (Google Ads)
What it means — Prospect, Excerpt and Resource downloads from visits that came from each Google Ads campaign, as Google Analytics (GA4) records them.
Why it matters — Shows which campaigns bring people who take action. May differ from conversions shown inside the Google Ads account.
Meetings booked (Google Ads)
What it means — Meetings booked during visits that came from Google Ads campaigns, as Google Analytics (GA4) records them.
Why it matters — The strongest sign an ad is reaching buyers. May differ from conversions shown inside the Google Ads account.
Shopify purchases (Google Ads)
What it means — Shopify purchases during visits that came from Google Ads campaigns, as Google Analytics (GA4) records them.
Why it matters — Ties ad spend to revenue. May differ from conversions shown inside the Google Ads account.
LinkedIn Ads
Leads
What it means — LinkedIn lead form completions.
Why it matters — New contacts from the HR audience.
Click to lead
What it means — Share of ad clicks that became leads.
Why it matters — Falling means the offer is wearing out.
Cost per lead
What it means — Spend divided by leads. Monthly, from the team's spreadsheet.
Why it matters — The goal is $8 to $10. Above $12 for a month means it is time for a new asset.
Email Results
Email sessions
What it means — Visits from the ICF sponsorship emails.
Why it matters — Weigh against the monthly cost of the sponsorship.
Email users
What it means — Individual people who visited from email links.
Why it matters — How many people email reaches.
Campaign
What it means — The campaign tag on the link. (not set) means the link had no campaign tag.
Why it matters — Untagged links make results harder to credit.
Source
What it means — hs_email = The Academies' HubSpot emails, listed by email ID. icf = ICF sponsorship emails.
Why it matters — Compare your own emails with the paid sponsorship.
Link (term · content)
What it means — Which link in the email was clicked.
Why it matters — Shows which offer in the email people cared about.